A marketing communications mix refers to an organization’s specificmix of marketing strategies that it has resolved to use in itsattempts to achieve its advertising and marketing objectives. Amarketing communications mix is, to a considerable extent, dependenton the organization’s core product. This paper intends to provide amarketing communications mix of an organization that manufacturer’sfudge using a traditional recipe. The main strategies to be usedinclude advertising, personal selling, and public relations. Thesestrategies will be geared towards reaching women and children as themain elements of the company’s target market.
The company intends to use advertising by employing openly sponsoredand non-personal messages that will be geared towards promoting theproduct. The company will ensure that when television is used as themass media to communicate the advert, it will be aired in such aperiod when majority of women and children are watching. Women andchildren form a considerable percentage of the company’s targetmarket (Yeshin, 2012). In the advertising strategy, the organizationintends to use both visual and non-visual forms of the mass mediaincluding television, radio, print media and social media platforms.Most notably, the social media will target the youth, especiallyladies, who are interested with fudge. Among all mass media forms ofadvertisement, social media is the cheapest, and the company intendsto maximize on it.
The second marketing communication mix strategy that the companyintends to use is personal selling. Personal selling is important inas far as promoting the fudge manufacturing company is concernedbecause the recipe intended to be used is traditional. As such, itwill be important for the sale’s personnel to explain someimportant details regarding the ingredients to the target customersso that they can accept it. It is important to note that personalselling involves face-to-face meetings between the business and thecustomer (Shimp & Andrews, 2012). The company intends to use thisstrategy to win customer attention hence easily persuade them topurchase the product. Besides, it provides a super platform for thecompany to explain details and provide information that cannot beprovided through adverts.
Finally, the company intends to employ a third marketingcommunications mix strategy public relations. The main goal ofpublic relations is to ensure the positive flow of information aboutthe organization among members of the general public. The companyintends to use public relations to ensure that the organization has apositive image and a positive relationship with members of thepublic. One of the main benefits of public relations that theorganization hopes to enjoy is publicity. When companies performpublic relations-oriented activities, they stand a better position togain publicity through free media coverage (Percy, 2014). This will,as well, play a major role in increasing the organization’spublicity. It is also important to note that as much as theorganization may use social media marketing as a form ofadvertisement, it may also be used to enhance public relations.
To wrap things up, the marketing communications mix of everyorganization may insinuate the organization’s success or failurebecause communication plays a major role in influencing target marketagents. Going by the fact that the company intends to introduce aproduct (fudge) that will be manufactured using a traditional recipe,it is very important that an effective marketing communications mixbe developed. Customers will need to know details relating to the newproduct that has been manufactured in the traditional way. Besides, agood relationship between the organization and members of the publichas to be maintained. As such, the best tactics of the marketingcommunications mix include advertising, personal selling, and publicrelations.
Percy, L. (2014). Strategic integrated marketing communications.Routledge.
Shimp, T. A., & Andrews, J. C. (2012). Advertising promotionand other aspects of integrated marketing communications. CengageLearning.
Yeshin, T. (2012). Integrated marketing communications.Routledge.