MKT 571 Week 5 Team Reflection
Team Reflection Paper
The power of marketing communication is an important concept for businesses. Marketing communication is a two-way street that connects the dots between the company, the message, the target audience, and vice-versa. Therefore, integrated marketing informs, persuade and remind customers about the company’s products and brands (Kotler, Keller, 2012). Thus, firms use different types of marketing channels and distribution strategies to convey credibility, relevance, quality, value, and performance. Once the consumer accepts, he or she will take the final step and make a purchase (Kotler, Keller, 2012). Throughout the process and in the evaluation stage, consumers transmit messages to managers too; businesses learn more about their customers, the selected approach method and the product for future ventures.
Before each promotion launch, marketers and managers must decide on the type of media; influenced by corporate budget, characteristic of the product, and research results of the target audience. The media planner decides which type of advertising will convey the message. Integrated marketing has several types of broadcasting channels (print ads, newspaper, magazines, radio, television, etc.), and places (billboards, classrooms, sports arenas, fitness clubs, etc.) utilized for direct or indirect sales. Marketers can choose to use one or more at different intervals. The media are dependent on the calculated or desired rate of exposure (reach, frequency, impact, etc.). Hence, the media director has to align company objectives with the chosen media. Next, the administrator must determine timing and allocation of the advertising, which includes macro- and micro-scheduling decisions. Lastly, the media planner must evaluate the advertising effectiveness to determine the impact of the communication.
The ability to monitor, anticipate, and react to changing attitudes, helps companies build goodwill and maintain brand image. Corporations are able to accomplish this through Public Relation (PR) and Direct Marketing (DM). PR manages communication between an organization and the public through persuasion and tactics. PR agents usually gain the attention of their audience using topics of interest, the press, supplying pertinent information