Covert and Public Service Advertising
As evident from the word “covert”, this type of advertising aims to integrate the advertising with the non-promotional mediums. This practice is most-commonly found in films. For example, billboards of the products may be shown in the film for a prolonged period of time. Or a character in the film may mention the name of […]
The Challenges of Designing Effective Compensation Plans
Designing Compensation Plans that are Fair and Reflect the worth of the Employees Jobseekers and aspiring and working professionals as well are usually curious about their employers design compensation plans. Indeed, given the fact that we all work for money as well as other things such as job satisfaction and fulfillment, it is imperative that […]
Longevity Bonds and Longevity Derivatives
In the previous article, we have already seen how pension funds have been adversely affected by an increasing amount of longevity risk. The increase in the average lifespan of people is definitely a positive development. However, it has an adverse impact on the financial situation of most pension funds. In order to mitigate longevity risks, […]
The Uglier Side of Fracking
The press releases by the United States oil companies will have you believe that fracking is the best thing that has been discovered since “fire”! The newspapers are full of praise for the new technique and how it is likely to bring back the glorious days when America was self-reliant with regards to energy. However, […]
Cross Merchandising – Meaning and Concept
Retailing refers to the concept of selling merchandise in small quantities to the consumers for their end use. According to retailing, the individual can walk up to any nearby retail store and purchase products as per his need and pocket in small units for his own consumption. The display of merchandise at the store plays […]
Integrated marketing communication is an approach to promote products and services (brand promotion) where various modes of marketing are integrated so that similar message goes to the customers. According to integrated marketing communication, all aspects of marketing communication work together to promote brands more effectively among end-users and also for better results. Brands are promoted through advertising, sales promotions, banners, hoardings, public relations, social networking sites and so on simultaneously to increase brand awareness among potential end-users.’
One of the most effective ways to promote brands is through effective communication. Organizations need to communicate well with not only the potential customers but also existing customers. Communicating effectively not only strengthens relationship with your clients but also gives organizations an edge over competitors. Remember, effective communication enables message and relevant information to reach the recipients in the desired manner. Why would a customer invest in your brand if he/she is not aware of the product’s features and benefits? The unique selling points of brands need to be communicated well to the end-users by effectively integrating various brand promotion tools.
Following are the various ways which enable organizations to communicate effectively with customers.
Marketers need to promote two way communication with customers. The feedback of customers is essential and should be monitored regularly, if you really wish to survive in the long run. Your customers must be able to reach you conveniently for them to develop a sense of attachment and loyalty towards your brand.
Various modes of brand communication need to be managed effectively so that similar message reaches customers. For Example if your advertisement says your products are eco friendly, the bill boards, and banners must also share the same message. The integration needs to be done smartly and effectively.
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