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Marketing Communication

In: Business and Management

Submitted By monika0310
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In today’s global competitive market, the need for an effective marketing communications mix is becoming increasingly important for every company around the world. “Marketing communications are a management process through which an organization engages with its various audiences. By understanding an audience’s communications environment, organizations seek to develop and present messages for their identified stakeholder groups, before evaluating and acting upon the responses. By conveying messages that are of significant value, they encourage audiences to offer attitudinal and behavioral responses” (Fill 2006, p. 1/10). Marketing mix is also called promotional mix as it focuses on using the 5 main marketing communications tools; advertising, sales promotion, public relations, direct marketing and personal selling to increase sales and awareness about the brand. Collectively the role of the elements included in the marketing communication mix is to inform, persuade and remind potential buyers of the product or service. As a new product enters the market customers perceive the product or service with uncertainty. This doubt is minimized by making the customers aware of the new product through advertising and personal selling. While awareness increases, product uncertainty decreases and sales promotion is used to stimulate demand. At the same time public relation aims to increase goodwill of the company by maintaining long term relations with customers. While direct marketing shapes the behavior of the target market towards the brand ensuring a positive response. Therefore we see that marketing communication plays an informative role initially and persuasive role later (Narayanan 2003, p. 2). Emirates Airlines is a globally recognized company. It excels in the various fields including service, innovation, travel and tourism. The company also invests a considerable

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