BUS7B29 Integrated Communications Assignment Sample 2023
Introduction
Companies follow various types of integrated communication strategies to promote their awareness in a competitive market. Advertising, direct marketing, promotional events are organized to attract consumers to the company. The aim of this report is to evaluate importance of marketing communication mix and its importance to developing performance of TESCO ltd. the objective of this study is to understand effectiveness of communication mix of marketing and define different types of communication theories to develop communication.
Background
Integrate communication helps to promote brand organization for a company. As cited by Pelger and Nilsson (2018), a company’s efficiency and using resources increases for applying effective integrated communication. Integrated communication positively impacts consumers’ minds potential consumers easily become loyal consumers for the company. TESCO has applied an integrated marketing communication strategy to develop customer satisfaction and increase sales (tesco.com, 2021). Integrated communication refers to integration of all marketing tools to improve customer relationships with a company and it is necessary to stay in a competitive market in the long run. Rapid growth is seen in companies for applying integrated communication systems in the organization.
Company’s resources are utilized in integrated communication to maximize the profit margin and develop brand value. As opined by Gao and Wang (2017), consumers easily get their products and services for integrated communication. Availability of products and new arrivals are easily notified to the consumer in integrated communication. Different media of selling is taken into consideration to promote goods and services of the company. Consumer’s engagement increases for selecting different channels to spread awareness in integrated communication. Marketers have focused on advertising approaches and changed traditional business policies by implementing integrated communication within the company.
Analysis
AIDA Theory
Consumers’ attention, desire, action, and interest are evaluated in the AIDA model that improves advertising strategy of a company. As cited by Huang et al. (2017), this theory identifies individuals buying behaviour to make future decisions for selling. , cost of material, direct expenses, and promotion are statistically represented to understand the effectiveness of the product or service. Consumers go through different stages during buying any product and understanding their psychology is necessary to make future decisions for a company.
Argumentation Theory
A logical argument arises between seller consumers during explaining any information about products and it is necessary to move all the doubts of consumers before buying. As opined by Morkovkin et al. (2018), this theory builds trust in consumers’ minds and makes them loyal. This theory helps to investigate consumer expectations and develop business according to their demands. A logical counter explanation is used in this argumentation theory that helps to promote the brand value of a company. Reasoning skill of management is measured in this theory and consumers are able to solve their doubts.
TESCO have followed integrated communication of marketing to develop their business and increase consumer engagement. Marketing communication mix is one of the most effective strategies to sustain business in the current marketplace. This company has taken different advertisement techniques to increase awareness and build the brand value of a company. Direct marketing is a factor of marketing mix and it is used to build better public relations. TESCO promotes their new products through social media, email marketing, pop-up notifications and using digital applications and websites. The AIDA model is applied to this company to understand the desire of consumers to make products according to their demand and get their attention for selling. Consumers’ interest is identified by evaluating their actions during communication in TESCO. TESCO has become a well established retail company for implementing a marketing communication mix to develop customer relationships.
Different kinds of social events are organized by TESCO to promote their products and management team is ready to engage in a logical conflict on the basis of their products. Argumentation theory is effective to understand consumers’ mindsets and demands. This theory helps to create loyal consumers by removing their doubts about the company. As cited by Camilleri (2018), marketing communication mix directly impacts product development and brand awareness. Markets easily identify the budget of consumers and their expectations from the company are measured in this princess. Consumers entitled in negotiation with salesmen and consumers are explained logically by following argumentation theory of communication. Proper media selection for trading is necessary, an integrated communication mix of marketing helps to choose most effective marketing channel for a company.
Discussion
Companies get more opportunities in a competitive market for following marketing communication mix within the organisation. Integrated communication refers to implementing different types of promotional plans to increase consumer awareness. Development of company directly connected with improvement of marketing mix. As opined by Jie and Kamsin (2021), companies share product information to get finance from investors and promote those products through advertising, personal selling, and digital platforms to increase consumer engagement. Selling rate increases for more engagement of potential customers. Advertising is most effective way to send information to the consumer and a large number of employees are influenced by advertisement because it represents the brand value of the company. Manufacturers send their goods and services to their potential consumers directly. The cost of a product is comparatively low in this marketing method because there are no intermediaries in this marketing mix.
Manufacturers can directly interact with their consumers and authenticate data of buying behaviour is collected in this method. Internet marketing is cost-efficient and a time-saving process of marketing. As cited by Nguyen et al. (2017), consumers choose internet marketing over traditional mode of marketing to reduce extra expenses of managing retail stores of a company. A large number of people use social media platforms daily and are highly influenced by digital influencers. Companies paid for these social media influences to attract potential consumers and increase sales volume. Consistent communication with consumers is necessary to make products according to the upcoming trends of the market. Communication between consumers and seller is necessary to make an effective marketing strategy because it builds a systematic channel to deliver information to the company.
A company involves different types of marketing methods to maximize the profit margin of a company by integrated communication. Marketing mix of communication has improved performance of TESCO but there are a few gaps that must be controlled. Integrated communication of martin mix does not focus on client’s behaviour, but it is necessary for the development of an organization. Clients play a passive role in marketing mix and relationship with clients is not identified and data is not complete. Marketing mix depends on quantity, quality, size, product life, and simplicity of product that it is hard to identify most effective marketing mix for a company. Integrated marketing improves companies’ results by advertising, direct selling, and engaging in logical conflict to remove the doubts of individuals.
Brand value is necessary to stay in a market for a long period and integrated communication helps to increase brand image. Implementation of marketing mix of communication is cost-efficient and management of TESCO ltd are aware of reducing unnecessary costs to survive in a competitive market. As opined by Dunn and Harness (2019), return on investment is high in marketing mix because consumer engagement is high and entrepreneurs come with innovative ideas to utilize available resources of the organization. Morale increases for implementing a great marketing mix for organization and team communication is developed in this process. Consumers are so diverse from each other that one marketing strategy is not enough to attract every potential consumer to the company. Companies implement marketing to reach diverse consumers that help to maximize profit by increasing sales. Effective marketing mix increases the productivity and service quality of a company. Consumers get their products easily because branded companies create an effective marketing mix for their potential consumers. Digital tools are used to analyze consumers’ behaviour and make products and services according to their demand. Consumer satisfaction is the main objective to sustain business activities of a company and an effective marketing mix ensures it and makes consumers loyal.
Conclusion
It can be concluded, based on the above discussion, that marketing mix plays a vital role in customer engagement. Consumers who choose branded products and marketing communication mixes increase brand value of a company to attract them. Different promotional strategies are a part of the communication mix of marketing and consumer behaviour is measured in this strategy. Investors invest their money based on the communication mix of a company to earn a high rate of return on tier investment. Continuing communication and building product awareness is necessary because competitors are always ready with their substitute goods to attract potential consumers. Digital marketers use digital tools to promote their products to their targeted consumers to increase their selling rate. A marketing mix of communication develops consumers experience to ensure customer satisfaction and make them loyal to the company.
References
Camilleri, M.A., 2018. Unlocking corporate social responsibility communication through digital media. Camilleri, MA (2018). Unlocking Corporate Social Responsibility through Digital Media. In Lindgreen, A., Vanhamme, J., Maon, F. and Watkins, R.(eds) Communicating Corporate Social Responsibility in the Digital Era. Oxford, UK: Routledge. Available at: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3409790
Dunn, K. and Harness, D., 2019. Whose voice is heard? The influence of user-generated versus company-generated content on consumer scepticism towards CSR. Journal of marketing management, 35(9-10), pp.886-915. Available at: https://www.tandfonline.com/doi/abs/10.1080/0267257X.2019.1605401
Gao, H. and Wang, Y., 2017. A pulse-based integrated communication and control design for decentralized collective motion coordination. IEEE Transactions on Automatic Control, 63(6), pp.1858-1864. Available at: https://ieeexplore.ieee.org/abstract/document/8078233/
Huang, Z., Wang, Z., Huang, M., Li, W., Lin, T., He, P. and Ji, Y., 2017. Hybrid optical wireless network for future SAGO-integrated communication based on FSO/VLC heterogeneous interconnection. IEEE Photonics Journal, 9(2), pp.1-10. Available at: https://ieeexplore.ieee.org/abstract/document/7822986/
Jie, N.X. and Kamsin, I.F.B., 2021, September. Self-Checkout Service with RFID Technology in Supermarket. In 3rd International Conference on Integrated Intelligent Computing Communication & Security (ICIIC 2021) (pp. 495-502). Atlantis Press. Available at: https://www.atlantis-press.com/article/125960797.pdf
Morkovkin, D.E., Nikonorova, A.V. and Shumaev, V.A., 2018, August. Management of innovative development and integrated logistics system in the Russian Federation. In 3rd International Conference on Judicial, Administrative and Humanitarian Problems of State Structures and Economic Subjects (JAHP 2018). Atlantis Press (Frence) (pp. 239-243). Available at: https://www.atlantis-press.com/article/25902111.pdf
Nguyen, L.T.T., Jamal, A., O’Brien, J. and Nawaz, I.Y., 2017. The effect of click & collect service in the context of retail atmospherics on consumer buying behaviour in terms of repurchase intention: an empirical study of Tesco UK. In 4th International Conference on Innovation in Economics and Business (Vol. 87, pp. 43-51). Available at: https://www.researchgate.net/profile/Arshad-Jamal-6/publication/341164009_The_Effect_of_Click_Collect_Service_in_the_Context_of_Retail_Atmospherics_on_Consumer_Buying_Behaviour_in_terms_of_Repurchase_Intention_An_Empirical_Study_of_Tesco_UK/links/5eb1a76b299bf18b95998742/The-Effect-of-Click-Collect-Service-in-the-Context-of-Retail-Atmospherics-on-Consumer-Buying-Behaviour-in-terms-of-Repurchase-Intention-An-Empirical-Study-of-Tesco-UK.pdf
Pelger, S. and Nilsson, P., 2018. Observed learning outcomes of integrated communication training in science education: skills and subject matter understanding. International Journal of Science Education, Part B, 8(2), pp.135-149. Available at: https://www.tandfonline.com/doi/abs/10.1080/21548455.2017.1417653
tesco.com, 2021, Sign in, Available at: https://www.tesco.com/ [Accessed on: 28th October, 2021]
Know more about UniqueSubmission’s other writing services:
