UNIVERSITY OF WALES LAMPETER
MARKETING ASSIGNMENT 2
Describe the Role of the Marketing Communication Mix whilst Highlighting the Role and Characteristics of Each Tools of the Communication Mix. The Report will also discuss the Criteria that should be used to Select the Right Communication Mix and Investigate the Changes that are Happening in the Media and Communication Landscape
PERSONAL SELLING: 4
SALES PROMOTION: 4
PUBLIC RELATIONS: 5
DIRECT MARKETING: 7
SHOCK ADVERTISING: 9
SELECTING THE RIGHT COMMUNICATION MIX: 10
ISSUSES TO CONSIDER: 11
DEVELOPING A MARKETING COMMUNICATIONS PLAN: 12
INTERGRATED COMMUNICATION MIX: 13
CRITICAL ANALYSIS: 16
The communication mix is made up of a set of tools that when used in various combinations and used at different degrees can create intensity for the target market audience. The media also plays a very big part in the way the marketing has transformed itself over the last 100 years. The marketing tools and the media should not be confused as they both play different roles in the communication mix, and they try to achieve different goals.
This paper hopes to discuss the communication tools and the ways in which they can be used to promote the goals and objectives of the company. The paper will also discuss the media and the effects that its role has played in the field of marketing. The paper will also review how new technological advances can affect the way marketing is done. Marketing itself is a line of communication that is opened between the company and the public. Companies use marketing as a means to create awareness and promote but also to build an image. The image that is built must be able to identify with the needs and wants of the customers.