Marketing Communication Essay Examples and Topics

Marketing Communication and Strategies in Communication Campaign

The presence of Chineese hospitable local partners In our marketing communication which is also called the integrated marketing communication, we found out that the the local Chineese partners were hospitable to the marketers. They were also able to adapt the Abercrombie & Fitch company’s messaging, communication and brand image to fit the mature and sophisticated […]

Marketing Communication at Benetton and Yeo Valley Companies

Introduction Contemporary business settings are characterised by dynamic competition trends that have compelled companies to implement robust communication strategies. Businesses such as the Benetton Group and Yeo Valley are examples of organisations that have been forced to implement various marketing objectives using different theoretical frameworks that define their advertising strategies. The circumstances under which the […]

Marketing Communication in Benetton

The advertising objectives of the two companies The advertising objective of Benetton group was to create awareness about the brand and at the same time inform potential consumers about the ideals that the company supports. This strategy was supposed to evoke emotions and to attach them to the company’s brand so that consumers can see […]

Marketing Communication Plan for Pebble Beach, UK

The situation analysis for Pebble Beach, UK, includes such areas for the analysis as the company’s performance with the focus on sales, market share, and profitability; marketing trends; marketing performance; marketplace and competition; SWOT analysis; and PEST analysis. Pebble Beach Performances Pebble Beach’s sales depend on the season. During the spring-summer period, the sales of […]

Communication Plan of Blu E- Cig

A communication plan refers to a road map that is aimed at passing messages to the audience. The communication plan is an extremely vital tool when dealing with a novel product. This is because it influences the public relations management, corporate affairs, human resources, and marketing. Therefore, Blu E- Cig will spend adequate time planning […]

Social Media as Part of PR & Marketing Strategy

Introduction In marketing, the key function is to spread information from the organization to the public. The organization spreads information that could be of interest to the public and that could be useful to sell its products, services or brand name. This spread of information is what is referred to as public relations. The topics […]

Communications Plan for Gourmet Coffee

Evaluation of advertising and promotion programs for gourmet coffee When designing an advertisement and promotion program for a new product, the firm launching it must take into consideration several factors. For Gourmet coffee, several advertising programs can be designed and evaluated accordingly. The location of the business and the target market for this type of […]

Advertisements: Positive and Negative Consequences

Many companies and organizations around the world use marketing communication tools to create more awareness about the types of goods or services they offer to customers. This concept of marketing is viewed to be important as it helps the company achieve its marketing goals and objectives. The tools of marketing communication that are commonly used […]

Responding to “Marketing Shapes Consumers Needs and Wants”

Taking position It is certain that needs and wants exist that must be satisfied by human beings in the course of their survival. Various marketers; therefore, endeavor to gratify the needs of the populace, and they do it through advertisement to inform the public that they stock what they want. I, therefore, disagree with the […]

Advertising principles and strategy report

Introduction Is advertising a necessity? Advertising campaigns are essential, since they help the respective companies, to create new markets for their commodity, retain existing customers, and boost their profits. In addition, they allow information to be quickly processed. They also generate strong mental images on the targeted consumer. Understanding these images assists business prospectus to […]

Marketing Communications Mix: Apple vs. Samsung

Executive Summary The universal laptop industry is very competitive, and firms that cannot with stand the level of competition are forced to leave the market. In the upcoming years, variations in the new-fangled expertise and marketplace orders will transform the PC business standing. The demands for low-priced laptops will increase the number of market competitors, […]

Marketing communication – Sizzling International Ltd

Introduction This is a marketing communication brief for ‘Marcomms Suppliers/Service Providers’ on a brand new product that aims at competing with the market leaders in the world of bathing soaps and detergents. Apart from highlighting the benefits that are certain to be realized through every bit of this strategic intervention, the brief is based on […]

Marketing Communication Mix: Virgin Atlantic and British Airways

Company Background Virgin Airlines was established in 1984 in the United Kingdom with its president being Sir Richard Branson. Over the years it has been in operation, the airline has managed to attain an optimal market position (Plunkett Research Limited, 2004, p.87). For example, the airline has increasingly become popular amongst travelers around the world. […]


Abstract Businesses employ a variety of marketing strategies, all of which aim at improving the volume of sales. Among them is advertising, which comes in as the most commonly used form of marketing criteria. The mode of marketing may appear in form of writings in papers, magazines, and articles amongst others. It can as well […]

Customer Driven marketing strategy for Only Oz

Target market and value preposition The essay is a critical analysis of customer driven marketing strategy used by Only Oz an Australian firm. It is one of the fastest growing firms that deal with a wide range of products and services including grocery, drinks, children and baby food among others. It also offers customers the […]

Analyses of Online/ Internet Advertising as a Marketing Communication Tool

Introduction More than any other form of communication tool internet advertising is one of the most precise and effective marketing tool in the modern world. Essentially, internet advertising are distinct from each other but used as a combination to bring out the meaning of internet advertising as a tool for marketing communication. Internet is an […]

Integrated Marketing Communication

Introduction This paper shall discuss the importance of understanding and appreciating the various IMC tools to those who work in the field of advertising and promotion as well as the challenges faced when doing online marketing. Importance of understanding and appreciating the various IMC tools to those who work in the field of advertising and […]

Integrated marketing communication

Kliatchko (2008) asserts that the primary objective of Integrated Marketing Communications, IMC’s is “for the target audiences to receive and form in their minds a unified and integrated message” and that “if this desired goal is achieved, then integration, at this stage, may be said to be effective.” From a traditional point of view, marketing […]

Integrated Marketing Communications: Microsoft Retail Stores Marketing

Executive Summary The plan by Microsoft to enter into the United Kingdom through retail stores will be faced with strong competition from Apple. United Kingdom market has potential for growth given the current economic growth trends. To ensure success of these retail shops it will be important to communicate this plan to the target market. […]

Shortcomings that arise from a market strategy that aims at pleasing too many different types of customers

Introduction It is evident that many organizations are working towards becoming customer-centric. Companies are aiming at satisfying as many customers as possible by producing products that are expected to fit different demographic parameters of the society. In this regard, this paper aims at evaluating whether this marketing initiative is flawed or it can be a […]

Marketing is purely about informing consumers of the choices they can make to satisfy real needs.

The concept of marketing can be used to refer to any activity that is aimed at facilitating and fostering transactions between an organization and consumers (Gro¨nroos 2006, p.395). Economists argue that marketing is one of the crucial tools in a business. From a careful review of literature, it is definite that marketing has direct effects […]

IMC Strategy Development

Queens University of Technology (QUT) is a university based in Australia. It specializes in various courses and research methods. It is situated in Brisbane and has a population more than 40,000 learners. Among these learners, 6,000 are international students. The university also boasts of a faculty of 4,000 lecturers. QUT has a yearly budget of […]

Consumer Behaviour: Effects of Taglines as a Marketing Strategy

To break even and maintain competitive advantage in the ever changing business environment of the 21st century, companies around the world are employing a broad range of advertising and marketing strategies specifically aimed at appealing to the consumers’ most intrinsic and latent motives regarding their purchasing or spending behaviour. Company taglines, also known as slogans, […]

Integrated Marketing Communications

Communication effort as a way of marketing a particular brand makes use Integrated Marketing Communications (IMC) (Smith &Taylor, 2004). Through this concept, the relationship between the customer and the brand is greatly enhanced. The communication efforts employed here are primarily meant to foster a warm customer relationship so that a particular brand can be consumed […]

Influencing Consumer Behavior: the changing image of ‘fast food’

Introduction Fast-Food providers are developing new strategies to penetrate more market. Examples of such strategies include change of menu, remodeling and redesigning of premises, just to mention but a few. This work highlights the recent strategies made by Burger King and McDonald Fast, as well as how they manipulate the perception, attitude, motivation, and personality […]

Integrated Marketing Communication

Introduction Though many scholars have not agreed with the common definition of integrated marketing communication, majority agree that it is a business process that is audience-driven. It strategically manages the stakeholders’ channels, content, and the results of the brand communication programs (Kliatchko 2008, p.137). Belch and Belch (2006) argue that it is a theory of […]

Marketing Communication

Introduction Marketing communication entails pushing products and services to customers and the customers’ response towards these products and services. It involves many elements such as advertising, publicity, sales promotion, and direct marketing. Marketing communication appears mostly in form of promotions and advertisement. At times the process of communication may be complex but if all the […]

Future Consumer Behavior in the Future: Digital Shopping to Dominate?

It is undeniable that digital shopping will continue to influence the way consumers shop around for goods and services. This trend is expected to pick up as time goes by because everything seems to be working in its favor (Campbell 1988, p. 13). As a matter of fact, there is an argument that ten years […]

An Evaluation of the Marketing Techniques Used for Traditional Print and Digital Publishing

“The written word is all that stands between memory and oblivion. Without books as our anchors, we are cast adrift, neither teaching nor learning. They are windows on the past, mirrors on the present, and prisms reflecting all possible futures. Books are lighthouses, erected in the dark sea of time.” Jeffrey Robbins An Evaluation of […]

Implications of Loyalty Program Membership and Service Experiences for Customer Retention and Value

Introduction The article selected for this critique is titled, “Implications of Loyalty Program Membership and Service Experiences for Customer Retention and Value”. The authors of the article are Ruth N. Bolton from the University of Oklahoma, P. K. Kannan, and Matthew D. Bramlett, from the University of Maryland. The article was published in the year […]

The Antecedents and Consequences of Customer-Centric Marketing

Importance of Article to Strategic Management and Organizational Effectiveness The “Antecedents and consequences of Customer-centric marketing” by Sheth Jagdish is an important article in understanding the concept of strategic marketing and the general comprehension of organizational effectiveness because it helps in the understanding of the 21st century customer-centric marketing concept which is aimed at satisfying […]

The successful implementation of social networks for fashion marketing

Abstract Fashion marketing is a dynamic process that requires dynamic creation of the available opportunities in order for any fashion to stay afloat. The use of social networking sites has become the in thing in the realm of advertising. People and companies are taking advantage of the rate at which the social networking sites are […]

Marketing Communication Plan

Abstract Wheat Fillets Limited manufactures wheat products for human consumption. This comprehensive marketing plan covers market segmentation and various properly researched marketing strategies this company intends to employ in order to cut a niche in food and beverages market in Australia especially in Queensland. As the first market player to introduce natural wheat fillets in […]

Instead of Goods and Services, Consumers Today Buy Experience

Abstract In today’s world, where communication has become fast and easy, people exchange their experiences with others. Reviews about products and services are posted online for people to read and decide their preferences. Such reviews are based on experiences that come from using certain products and/or services. Most people, who read such reviews, get influenced […]

Understanding the Role of Integrated Marketing Communications in Building and Maintaining Positive Brand Image

Introduction Today, more than ever before, organizations are finding it hard to surmount a myriad of challenges in the business environment. These challenges, mainly fuelled by stiff competition, globalization of world markets, and market saturation, have forced organizations to develop strategic frameworks and tools that can be of assistance especially when it comes to marketing […]

The Fashion Channel

The Fashion Channel is a TV network which features mainly fashion related content in its programs. It has a large subscriber base who are attracted by its content. Most of its viewers are women aged 35 to 54. The firm has operated without any customer segmentation, brand awareness or overall market strategies for a long […]

Social Media Marketing (SMM)

Introduction The business realm across the world has been undergoing enormous transformations and one of the foremost changes in the entrepreneurship sector is the emergence of technological advancements (Evans & McKee, 2010). Modern technologies have been integral in supporting the growth and development of rapturous networking activities and Social Media (SM) has presently become one […]

Consumer Behavior Group Project (Loyalty Program)

Company Background Apple is a multinational corporation from America that is in the business of designing, manufacturing and selling personal computers, software and consumer electronics. Its headquarters are based in Cupertino, California. The company was founded by Steve Jobs and Steve Wozniak in 1976. It is unimaginable that both gentlemen were college drop-outs. Consequently, many […]

Integrated Marketing communications (IMC)

Introduction Over the past decades, integration of markets has shifted from theory to practice with its application varying from one market to the other as well as from one enterprise to another. However, the integrated market communications (IMC) programs have taken a solid stand as a standard for the academic community, agencies and marketing organizations. […]

Integrated Marketing Communications Plan

Executive Summary Marketing communication is a big contributor to the success of multinational companies, and this is why marketing executives create marketing communication strategies which aim at assisting an organization realize its corporate goals ( Yeshin, 1998, p.13-15). Nike is one of the most successful multinational companies in the world, its path towards market dominance […]

Integrated Marketing Communications

Introduction Marketing is an organizational function that entails a set of processes for communicating, creating, implementing and delivering value to customers. It helps to manage customer-business relationships in a way that will benefit both the organization and the stakeholders involved. Such processes succeed in moving people closer to making a decision to purchase and facilitate […]

Debenhams Company Integrated Marketing Communications

Introduction Integrated marketing communications (IMC) is an approach that incorporates all the marketing communication strategies and launches them at the desired target audience. This approach allows the maximum impact on the target audience as all the marketing mix is strategically employed for the marketing campaign. Although IMC has become a popular jargon among practitioners, its […]

Adidas vs Nike: Marketing Communication Strategies

Introduction At the end of a product cycle, a company needs to get the products to the target customer. To do this, the company has to adopt some marketing strategies. Marketing strategies are required for both service and goods businesses. Sporting has moved from a recreational activity and has become a professional career for different […]

Web Communication and Advertising

The development of online technologies has transformed marketing strategies of many companies; in fact, nowadays it is difficult to find a product that is not advertised via Internet. However, many organizations still underestimate the benefits offered by the World Wide Web. This paper aims to develop an Internet marketing strategy for such a product as […]