Consumer Behaviour and Marketing Communication

Document Type:Thesis

Subject Area:Business

Document 1

Hence, marketing communication describes the different mediums incorporated by organizations and companies to exchange comprehensive information about the products and services they offer to the customers. Often marketers use different tools of marketing communication to rely upon vital messages about the products and service they provide; it implies that techniques used create images of the brand marketed in the minds of potential consumers that can pursue the clients to buy the products and service. In simple terms, the efforts made in marketing communication in an attempt to promote a particular product or service, directly influences and determines the sales of the product. Therefore, efficient marketing communication strategies in an advertisement predict high sales of the services or goods offered by the organization or company advertising the product. Marketing communication provides a series of solutions to many questions that might be asked by different clients and potential global markets. An efficient marketing communication strategy would wholly describe the capabilities of a product based on who should use the product and how effectively to the product would be on specific conditions. Marketing communication as a method of promoting goods and services to potential clients involve advertisements of the goods and service, interactive marketing, word of mouth marketing, sale promotions, sponsored experiences, and events attract consumers to the products and services. Marketing communication plays a critical role in consumer behaviour. Consumer behaviour describes a study of how different consumers, organizations, groups, and companies choose, use, buy and dispose of services and goods to fulfil their needs and want at each point in time.

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Consumer behaviour refers to the actions of clients in a potential marketplace, as well as the underlying motives for the consumers’ responses. Services and products consumed by a family. It is inevitable that the behaviour of consumers in the purchase of goods and services gets directly influenced by marketing communication. The information shared by organizations and companies concerning their products and services defines the reaction of potential marketplaces as well as reliable consumers. Therefore, this report exhibits the relationship between the consumer buying behaviour and marketing communication by collecting, analysing and interpreting information obtained from different elements of marketing communication that have been used to capture the attention of product consumers (Burnett and Sandra 67). Additionally, this report uses empirical data to outline the mutual relationship between product and service producers and their consumers based on the channels used to promote the product to the clients.

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Sales Promoting The sales promoting strategy in marketing communication involve short-term motivations and persuasions that encourage consumers to commence purchases of goods and services. This specific type of goods and services promotion often helps firms maintain their customers and marketplaces as well as capturing new consumers with benefits. Concepts such as payback, buy-one-get-one-free, and coupons are some of the necessary tools used in sales promotion. Events and Experiences Often companies and organizations sponsor social events such as sport, non-profit or community events, and entertainment, with a strategic intention of creating a robust concept of the services and goods and create a reinforcement image of the brand in the minds of consumers in an attempt of developing a long-term association with them. Hosting events is a strategic method in marketing communication that effectively creates firm relationships between consumers and goods and service providers.

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Interactive marketing involves a direct interaction between consumers and their preferred products as well as services. Through a strategic interactive channel, consumers get the opportunity to have their problems and issues concerning their goods and services solved at the comfort of the own location. Interactive marketing involves online interfaces where clients get to actively engage in the negotiations and purchases of their goods and services. Online services such as the Amazon are one of the exemplary interactive marketing services where consumers have the opportunity to actively engage in the purchase of the goods and services while keeping track of their progress and previous purchases. Similarly, several other online services offer excellent answers to critical questions posted by their clients, which in turn, aids in bolstering the relationship between the consumers and their service providers substantially.

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Additionally, the method involves an immediate feedback mechanism whereby the salesmen involved in the promoting of products and services get first-hand information about the behaviour of their clients concerning the services they offer and the goods they sell. Theoretical Framework Generally, marketing communication involves a mix of tools and methodologies intended to persuade consumers to purchase specific goods and services. Moreover, the selected methods of marketing communication aid in determining the behaviour of consumers related to particular types of products and services offered at every point in time. The relationship between marketing communication and the practice of consumers balances on the terms that efficient marketing strategy and communication channels determine a positive behaviour of clients towards a particular good or service (Madhavaram, et al. A positive behaviour noted in consumers in many cases is directly proportional to the efforts put by firms and organizations towards the promotion of goods and services through appropriate communication channels.

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The PESO model incorporates four medial buckets as illustrated below: 1. Paid Media The paid media involve social media advertisements, pay-per-click adverts, and sponsored content, in addition to any other ads that get paid periodically. Earned Media The earner media on the other hand, refers to any content about a brand, product or service that was created by different individuals, such as interviews, quotes in articles, social media content, media coverage, reviews as well as other contents that refer to a brand, service or product that was initially not created by an organization or company. Shared Media Shared media any content in the media, especially the social media channels as well as the other online services that were not paid for by the companies or organization to which the content promotes. Owned Media Contrary to the previous media buckets under the PESO model, owned media is somewhat personal.

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There are four significant steps of the NICE model: 1. New Generally, the first step of the NICE model in marketing communication is to acquire new consumers or audiences. It is critical to get new audiences on to the top of a marketing funnel so that the consumers become aware of the promoted brand. Interest Interest comes next. An organization needs to push its targeted consumers through a tunnel to ensure that the consumers make the desired decision. Producers need to get the desired response from their consumers to get a motivation to proceed to make essential chances the align with their clients’ desires and wants. Works Cited Chen, Yubo, and Jinhong Xie. Online consumer review: Word-of-mouth as a new element of marketing communication mix.  Management science 54. Burnett, John, and Sandra Ernst Moriarty.

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Duncan, Tom, and Clarke Caywood. The concept, process, and evolution of integrated marketing communication.  Integrated communication: Synergy of persuasive voices(1996): 13-34. Villarejo-Ramos, Angel F. and Manuel J. McGraw- Hill, 2007. Bauer, Hans H. et al. Driving consumer acceptance of mobile marketing: A theoretical framework and empirical study.  Journal of electronic commerce research 6.

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