A1 The Purposes of Marketing Communications
Marketing communications refers to any messages created and delivered to the market by an organisation. Effective marketing communications will use appropriate channels to reach the right people. The purpose of marketing communications includes;
To inform the market of the existence of your brand and products. Informative communication may give a basic overview of a product and its features.
To persuade customers to buy the product. This part of a campaign involves communicating the product benefits and quality. Customers should develop a need for the product to persuade them to buy.
To differentiate the product from rivals. Customers will be offered a lot of choice and be receiving marketing communications from a range of firms. It is important for a firm to make their products stand out by communicating a USP and ways in which quality is superior to other options on the market.
To reinforce and reassure existing customers that they have made a high quality purchase and the need that the purchase satisfied. Customers who are happy with their products are more likely to return.
