THE MARKETING COMMUNICATION CAMPAIGN BRIEF

 

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The Marketing Communication Campaign Brief

Marketing is an organisational task and a set of processes for building, communicating and delivering value to potential customers and for handling customer needs in ways that are beneficial to the organisation and its stakeholders. Marketing aims at identifying and understanding the needs of the customer that the product or service sells itself and fits the customer (Mullin 2014). Communication in marketing helps in creating awareness about products and services offered by an organisation. Communication strategies determine the extent of awareness for the business’s products.

Marketing encompasses a number of aspects. These aspects are fundamental elements in the effectiveness of marketing a product. The idea of marketing is made up of the following components: Product, Price, Placement and Promotions. These elements of products and services are used to build exchanges that fulfil an individual’s needs or organizational goals. Promotion informs, convinces, and reminds prospective buyers of a product or service in order to elicit a response or influence an opinion. Advertising is a key component of the promotion strategy. The advertising call determines whether the consumer will buy a product or service being marketed.

Developing and evaluating marketing campaign is a complex task. It is usually the duty of the marketing team in the advertising agency. When considering a product or service, the consumers consider certain aspects that impress them which. This helps them in making a decision on that product or service. The prices let consumers predict whether the product will be cost-effective. To get a customer from identification of a need to purchasing, they should be made aware about the product or services by good communication. Thereafter, credibility is built (Burgos &Mobolade 2011). Identifying and understanding the different stages of these processes makes it possible for a marketer to craft marketing messages and select communications tools more effectively.

Marketing communications campaign plans should build on the organisation’s marketing strategy plan. However, many businesses lack a formal statement of high-level strategy for marketing, so the marketing campaign must cover more ground. This means creating a number of marketing objectives that specify what the customers want after experiencing marketing communications. Factors such as where the customers will get information about the organisation’s products is crucial. Marketing is the main form of communication with the customers. Through marketing, organizations pass their message to attract new customers, prevent migration to competing products and gain loyalty. In order to gain the loyalty, there are aspects that a product needs to deliver such as physical satisfaction and desire satisfaction. Also, it needs to satisfy other needs for which was meant. These may be thirst or desire satisfaction for a particular taste. There is also the mental characteristic the product needs to fulfil. The customer needs to feel happy with the product, and the brand name is very important. This can impact on the customer’s decision on buying the product for the first time and on subsequent occasions.

Good marketing communication campaign should encompass on advertising the organisation’s brand image. The marketing team should be composed of the right people for a specific marketing purpose. For instance, if the purpose is to increase awareness about a product for a healthy lifestyle, the marketing team may be composed of young and energetic actors looking healthy. This will in addition to conveying the message, it will also present evidence for a healthy lifestyle associated with the product. Moreover, if a product is about strong muscular parks on men, the marketer can be a heavily built gentleman as evidence for the effectiveness of the product. Therefore, success in marketing depends on many factors that when combined, they determine the outcome and perceptions of the potential customers (Farbey 2002).Marketing communications campaign include customer-facing materials such as Web sites, brochures, trade show presentations and press releases. Its proximity of planning to the customer makes is an important activity that a company undertakes. Marketing communications campaign requires keeping the company speaking with one voice across a vast number of products, regions, and customer interactions. Additionally, it requires diverse teams of people to create integrated communications vehicles. It also requires rising messages above the marketplace and reasoning with the target audiences consistently.

The communication campaign helps in decision-making and builds an effectiveness by thoroughly understanding the potential customers and the best ways to communicate with them. It also entails understanding the communication processes of the customers and having relevant communication skills to facilitate marketing. There should be proper identification of appropriate communication tools to determine the costs of the marketing plan, compare them to the budget, and adjust accordingly. Then there should be a tactical implementation of a calendar that shows when each marketing objective is released and the person responsible for having it done. Effective communication for marketing begins with a comprehensive understanding of the processes. The marketing team need to decide the scope of the plan. Marketing communication plans can be targeted at the product line level, the product level or the company level. For example, company or brand image. The higher the target, the less detailed the components of the plan.

An effective marketing communications campaign should create a plan that addresses each step in the communication process. However, limited budgets present challenges and require prioritization. It is good to prioritize the weaker areas of the organisation. For instance, it is not necessary for an organisation to spend a lot of resources in building an image in areas where the organisation’s products are most preferable. Instead, the organisation should allocate more resources to create more awareness in areas where its products are little know. Communication should focus on new products or products that have not established in certain markets, and later focus on reminding customers about existing products and the rebranded products.

An effective communication can facilitate the formation of brand awareness and a positive brand image in the consumer’s mind. That is, brand image created by good communication strategy symbolizes consumers’ perception. Therefore, the relationship between communication strategy, and consumers’ perception is notable. Another important part of an organization’s market program is developing, and communicating a brand image through marketing communications to affect consumers’ opinions and create loyalty among customers. Communication strategy helps to enable various messages from different communication channels coming together to create a coherent corporate and brand image.

The most successful businesses understand that communications plan leads; not campaigns (Strauss 2008). In order to add to the long-term strategic viability of the businesses, there should be a good allocation of resources that is commensurate to developing the right strategies for campaigns. Several aspects are changing in the current marketing communication strategies. Due to the rising number of alternative communication media and promotion channels, marketing communication campaign does not just primarily emphasize on promotion and advertising. Organizations have begun reviewing their marketing strategies with an aim to compete favourably with their competitors. In addition, businesses are implementing strategies beneficial for companies to build good customer relationships as well as reach more customers. A marketing strategy is a successful strategy that facilitates efficient marketing tools influence between a company and its existing and potential customers. Thus, effective communication campaign offers a competitive edge in attract more customers to the business.

Large companies with big marketing budgets are trying to find ways to push their products out to consumer. They aim to market their product uniquely. Organizations utilize marketing as their main method of communication with their consumer or potential consumers. As in any activity, communication is the key to success. Every product has something to deliver, and marketing is the best avenue to deliver that message. There are many aspects involved in marketing. The marketing team should identify all the aspects and adopt a strategy that will help achieve the objectives for the team. The main purpose of marketing is to increase awareness about the product and the uniqueness of that product from its competitors. To achieve this function, marketers need to have good communication skills to capture the customers’ attention and convince them into buying the product. Therefore, communication is the central factor in marketing of any product or service.

                                                                                                                             

 

                                                                                                                             

References

Burgos, D., & Mobolade, O. (2011). Marketing to the new majority: strategies for a diverse world. New York, Palgrave Macmillan.

Cooper, A., Butterfield, L., Baskin, M., Feldwick, P., & Clifton, R. (2011). How to plan advertising. Hampshire, U.K., distributed by Cengage Learning EMEA.

Emerald Group Publishing. (2004). Building a Brand. Emerald Group Publishing.

Farbey, D. (2002). How to produce successful advertising a guide to strategy, planning and targeting. London, Kogan Page.

Mullin, R. (2014). Promotional marketing: how to create, implement & integrate campaigns that really work. Print.

Percy, L. (2014). Strategic Integrated Marketing Communications. Hoboken, Taylor and Francis. Print.

Strauss, R. E. (2008). Marketing planning by design systematic planning for successful marketing strategy. Chichester, England, Wiley. Print.

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