The paper "Importance of Message in Effective Design of Marketing Communication Mix" is a perfect example of marketing coursework. Marketing communications refer to all-inclusive promotional aspects of the marketing mix that directly links to communications between organizations and their immediate audiences on all elements relating to overall marketing performance (Low, 2000). The aspect of target audience defines persons or groups that have already been determined and identified as having either a direct or indirect effect on the overall business performances and most importantly, they are chosen as subjects necessary for receiving all forms of marketing communications.
Research agrees that the target audience is greatly involved as a crucial element within the marketing mix and provides a persuasive platform upon where communication is designed in order to avail marketing-related messages to a given already chosen target audience (Low, 2000, p. 30). The focus of this paper rests on establishing the presumption that decisions relating to messages are crucial elements in the course designing marketing communications mix. It is important decisions on messages are entirely focused to communicate to markets and audiences on matters related to information, provision of reinforcements as well as set out a clear plan for the organization’ s image creation. Messages as an Integral Element of Marketing Communication Mix Low (2000,p.
30) argues that amongst the most important factors considered useful for the purpose of developing and expanding of organizations rests with the immediate capacity of managers to ensure that the existing market is fairly informed and educated about the existence of a product or service, its quality features, benefits and, also its efficacies. Following this line of reasoning, decisions on how to formulate and implement decisions become paramount.
In fact, to accomplish this, the manager should seek to determine an effective and efficient communication marketing mix. Marcomm Wise (2006, p. 227-234) ascertains that marketing communication mix should involve strategies, skills as well as activities that focus on achieving the desired marketing message to all intended target audiences and markets irrespective of the medial platform. Marketers, in different organizations, possess relevant and reliable aspects to enormous forms of communication mixes. Coca-cola has continued to make the right decisions on how their message should be crafted.
All of their messages that are promoted through different communication platforms are meant to inform the audience that enjoying Coke cans results to satisfaction of thirst, it is stylish and also, being a consumer indicates a distinctive lifestyle on the part of the consumer (O’ Hern & Kahle, 2013: Pomirleanu, Schibrowsky, Peltier, & Nill, 2013). In essence, a perfect communication mix should include elements related to advertising, personal selling, publicity, PR, promotion as well as organizational design. A perfect example can be seen within the overall hospitality industry where social media messages determine the manner for which customers access important communication regarding different products and services on offer.
Kwok and Yu (2013, p. 85) note that many restaurants across the globe continue to use search engine marketing (SEM) like TripAdvisor and Flickr to lure customers into seeking tourist information. Xiang & Ulrike (2010, p180-83) state that these popular sites help to convey important messages that are fairly crafted within the overall social media marketing strategies for these companies. The consumers of products and services require well-elaborated information that relates to the different features of the product or service at hand, its immediate pricing and the easiest way that they can use to access it prior to making informed purchasing decisions.
Thus, this calls for an effective message design as well as a communication medium, which helps to add value to the product or service of a given organization since consumers will show confidence in their purchasing decisions. Hanssens et al(2014,p. 537-39) propose four different criteria that include; potential, responsiveness, stickiness as well as sales conversion aspects, which help to establish a linkage between different marketing actions as well as consumer attitude towards the message component of a marketing communication mix.
He notes; “ These indicators help understand the state of mind of consumers and how marketing affects it” (Hanssens et al, 2014, p. 537).
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