What is the combination of communication channel that a business can use to meet its marketing objectives?
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| The alignment of channel measures with business strategy should result in more effective and efficient use of channel resources. | |
1.5K Citations | When a communication strategy matches the channel conditions, channel outcomes will be enhanced in comparison with the outcomes when a communication strategy mismatches channel conditions. |
47 Citations | Practical implications – Where IMC is applied in a strategic way, with a view to creating synergy among the different marketing communication elements to a... |
35 Citations | It can also guide the development of marketing communication messages. |
| The study suggests that marketing channels function effectively when taking into account the interests of all marketing channel members (manufacturer, intermediaries, end users). | |
| The findings suggest that the main areas of multi-channel marketing measurement problems are: (a) understanding return on channel investment, (b) understanding customer channel preference and (c) isolating individual channel impact. | |
| Therefore, it is very important to make the right choice of the type of the channel, intermediaries and evaluate all elements of the environment which affect formation of a marketing channel. | |
112 Citations | We suggest a typology of contextual differences between consumer and business-to-business marketing communications and develop an explanatory model of business-to-business marketing communications effects. |
19 Citations | Our analysis indicates that a central concept of marketing communication effectiveness is influenced by different variables. |
Related Questions
What is communication channel?4 answersA communication channel is an abstract structure facilitating message exchange between processes or systems. It can be a physical medium or a logical space for public announcements. Various forms of communication channels exist, such as those used in programming languages like OCCAM, in messaging systems for formatting and routing messages, and in healthcare for women to contact breast cancer screening programs. Claude Shannon's information theory introduced the concept of a communication channel to understand information sharing between a source and a receiver, applicable across diverse fields like image segmentation and virtual scene illumination. Additionally, Multiple Channel Logic addresses the complexities of public announcements, agent beliefs, and truthfulness in communication channels.
What is Marketing Communication ?5 answersMarketing communication is a fundamental aspect of marketing strategies, aiming to inform, persuade, and remind consumers about products or services. It involves various activities such as advertising, sales promotion, personal selling, public relations, and direct marketing to reach out to customers. The evolution of marketing communication has led to integrated marketing communication (IMC), emphasizing the importance of a cohesive and consistent message across different channels. Understanding consumer behavior and preferences is crucial in developing effective marketing communication strategies to satisfy customers and achieve marketing goals. Marketers also utilize digital platforms like SEO, blogs, social media, and email marketing to engage with consumers in the modern era.
Who is the responsible to create a marketing channel?5 answersThe responsibility for creating a marketing channel lies with various entities depending on the context. In the case of multinational corporations (MNCs), subsidiaries play a crucial role in managing foreign distributors by balancing headquarters' mandates with local market realities. Small businesses, on the other hand, tend to operate in loosely aligned governance structures within the marketing channel, assigning less importance to long-term relationships and using fewer influence attempts. Retailers have also emerged as powerful intermediaries within marketing channels, acting primarily as purchasing agents for customers and influencing the channel dynamics significantly. Overall, the creation and management of marketing channels involve a complex interplay between different stakeholders, including subsidiaries, small businesses, and retailers, each contributing uniquely to the channel's structure and functioning.
What are the components of integrated marketing communication?5 answersIntegrated Marketing Communication (IMC) involves various components that work together to create a cohesive and effective marketing strategy. These components include promotional tools, digital and interactive marketing, consumer databases, and the integration of different communication channels. IMC aims to send clear, consistent, and complementary messages to target audiences, ultimately turning prospects into customers. It emphasizes the importance of selecting and coordinating all marketing communication elements to engage the target market successfully. IMC also leverages digital platforms like social media and streaming services to reach audiences effectively, as seen in the case of the album "Romansa Ke Masa Depan," which utilized various media channels for successful promotion and recognition.
What is communication channel?5 answersA communication channel is an abstract data structure that allows for the transmission of messages between processes or nodes. It is a method or mechanism through which information is exchanged between entities. Communication channels can be used in various contexts, such as programming languages, vehicle ad hoc networks, information theory, and integrated development environments. In programming languages like OCCAM, channels are used to pass messages between processes. In vehicle ad hoc networks, communication channels consist of control channels and service channels, enabling the exchange of information for specific services and applications. In information theory, communication channels characterize the distortions that occur when information is transmitted through them. Communication channels are also used in integrated development environments to record discussions and track communications related to specific code sections. Overall, communication channels facilitate the flow of information between entities in various domains.
What is integrated communication in marketing?5 answersIntegrated communication in marketing refers to the coordination and integration of various marketing communication channels to send clear, consistent, and attractive messages about a company and its products. It involves the use of different tools such as advertising, public relations, sales promotion, personal selling, direct marketing, word-of-mouth marketing, and events and experiences. The goal of integrated communication is to effectively reach the target audience and build brand awareness. It is a concept that has evolved over time, with the advent of technology and research, leading to a more sophisticated and holistic approach to marketing communication. Integrated communication is seen as crucial to an organization's overall success.