Sustaining Brand, Marketing, Communications
The following dissertation provides an examination of the contribution of maintaining an integrated marketing communication to build and support the brands. In build up to the objective of the text, several concepts are sufficiently oriented. Further, an evaluative approach is maintained in the text with a special focus maintained to branding communication and integrated marketing communications.
With the dynamism characterizing the present competitive market, maintaining a competitive differentiation through brands lies as an invaluable approach to survive the short-term market volatility and attain long-term presence in the market. Firstly, the key determinants influencing the consumer behavior are scrutinized in detail to provide a fundamental approach to understand the consumer's purchasing decision. Secondly, adopting IMC involves creating a synergy in the application of all promotional tools and striking the models that best track consumer behavior and influence the consumer purchasing decisions.
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[...] Further, IMC provides an interactive medium which recognizes that influencing consumer behavior emerges from personal and contextual factors that each isolated promotional tool fails to address on its own. IMC provides a synergy that benefits the entity's brand by creating an interactive bond with the target audience to create a desire that stimulates purchasing and long-term brand loyalty. However, the models applied should be continually revised to respond to the changing consumer behavior. Bibliography Alan, L. (2012, July 02). Consumer Behaviour. Retrieved April from http://iamsam.hubpages.com/hub/Consumer-Behaviour Bell, J. (2009). BRICOland brands: the rise of the new multinationals. The Journal of Business Strategy, 27-35. Bhatti, S. (2012, March 21). [...]
[...] Marketers seek to monitor how and why consumers buy to influence their decisions throughout the process by providing relevant information and appealing environment (Blythe p. 8). Understanding consumer behavior enables marketers form marketing strategies for different segments with different social status, nationality, age, income, occupation, religion and cultural norms (Alan, 2012). Marketing strategies encounter difficulties if the personnel lack the knowledge why consumers purchase certain products over others. Committing to monitor consumer behavior maps the general conduct of the consumer in the population and fails to recognize the unconscious behavior inherent in each individual (Close p. [...]
[...] Firstly, marketing communication aims to gain the attention of the target audience. Additionally it stimulates interest to create a desirous feeling for the products promoted . Lastly, the advertisement seeks to induce purchases of the promoted product. Empirically, the model suffers under its own assumption since consumer behavior does not follow a logical sequence that marketers can easily influence (Fill, Baines, & Page p. 8). Similarly, previous marketing researchers have emphasized application of the hierarchy-of-effects model with a sequence of thinking, feel and do to influence purchasing decisions. [...]
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