Marketing Communication, Essay Example

Describe the communication process for viral marketing. Determine and explain the differences from conventional marketing.

Viral marketing involves the use of buzz words. Viral marketers use social networking technology to market their products. They do so through emails, instant messaging, and online click marketing. This is different in that conventional marketing uses the so-called 4 Ps: Product, Price, Placement, and Promotions. In actuality, viral marketing is often a subset of the overall conventional marketing process. Where conventional marketing relies on brick and mortar business, viral marketing relies on emerging internet technologies.

Explain why is understanding the target a crucial aspect of the communication process.

Understanding the target audience is crucial in that it determines the way your message is constructed. For example, if you are selling a car, you do not usually give engineering specifications to the buy. You might, however, tell about mileage, price and resale ratio. Likewise, if you are talking to a child about math, you probably wouldn’t start with explaining calculus. In essence, it becomes a matter of explaining things to people in ways that they will understand and by what is important to them. It is about constructing a clear, concise, effective message.

Diagram the AIDA concept and explain how these different stages of consumer involvement affect the promotional mix.

AIDA means attention, interest, desire and action. First, you catch the consumer’s attention. This is the imitative portion of the message. Then, you peak their interest. You give them something to keep them engaged. Then, you inculcate messages with communications that elicit want. Last, you keep their attention with some similar such technique. In each successive, stage you strive to keep the consumers senses tuned to your message.

Discuss the importance of integrated marketing communications. Give some examples of companies that are not practicing integrated marketing communications.

Integrating marketing techniques is important sort of like fishing with many poles increases the odds of catching a fish. Some companies that do not practice integrated marketing are business-to-business or those that are somehow threatened by web marketing, Blockbuster and .Barnes and Noble and travel agencies.