The visual symbols and the numbers also affect the effectiveness of the message

The visual symbols and the numbers also affect the

This preview shows page 7 - 9 out of 9 pages.

The visual symbols and the numbers also affect the effectiveness of the message as some will take it that the symbol in the product is what is inside yet the inside product is far much different from what is in the packet. Cultural values and religious beliefs also affect the message delivery as some of the cultures don’t allow certain brands to be used in their own locality as some of the religious beliefs also don’t allow their members to use some of the products from such brands. In conclusion, the effectiveness of the marketing communications is that they communicate with a range of audiences. The marketing communications communicates with the consumers and other end users so that it can achieve its objectives and it also communicates with the suppliers, distributors, service providers and internal audiences an aim of achieving its objectives. It uses a mix of both rational and emotional content in a bid to engage the audiences so that they can be satisfied with the kind of the product they are giving and this brings the audience into satisfaction with the kind of the products given. The marketing communications also engages with the target audience in a bid to achieve the objectives of the brand hence making its products to be more marketable.
Image of page 7
REFERENCES Cabral, L.M., 2009. Umbrella branding with imperfect observability and moral hazard. International Journal of Industrial Organization , 27 (2), pp.206-213. Erdem, T., 1998. An empirical analysis of umbrella branding. Journal of Marketing Research , pp.339-351. Erdem, T. and Chang, S.R., 2012. A cross-category and cross-country analysis of umbrella branding for national and store brands. Journal of the Academy of Marketing Science , 40 (1), pp.86-101. Gamble, P., Individual branding. Hwang, M. and Thomadsen, R., 2015. How point-of-sale marketing mix impacts national-brand purchase shares. Management Science , 62 (2), pp.571-590. Hakenes, H. and Peitz, M., 2008. Umbrella branding and the provision of quality. International Journal of Industrial Organization , 26 (2), pp.546-556. Richards, T.J., 2017. Analysis of Umbrella Branding with Crowd sourced Data. Agribusiness , 33 (2), pp.135-150. Wernerfelt, B., 1988. Umbrella branding as a signal of new product quality: An example of signalling by posting a bond. The RAND Journal of Economics , pp.458-466.
Image of page 8
APPENDICES Marketing communication Examples of marketing communications Public relations Product launch Promotion Brand Advertising Sales Customer service Customer relationships Customer Advocacy Market research Customer experience
Image of page 9

You've reached the end of your free preview.

Want to read all 9 pages?

  • Spring '16
  • Mr. Kemoni
  • Marketing, umbrella branding

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture