Qasim Raza

The marketing communication mix Retailers should consider the range of communication tools that they can mix to communicate their marketing and branding messages. Advertising, sales promotion, public relations, digital marketing, direct marketing and personal selling are examples of important marketing communication tools widely used in the retail industry and other industry sectors. Figure 11 The communication mix and the interrelations between media tools and audiences. Source: Fill (2009), p. 14. Figure 11 indicates an interrelationship between the target customers, the tools and the media. This is because the tools a retailer might choose to target a particular audience will affect the media used to carry the message. It is important to note that deciding on the tools and media involves a complicated set of decisions. Indeed Davies (2001) suggested there are over 2,000 different combinations of interlinked decisions to consider that could affect marketing comm...

Marketing Mix & an Integrated Marketing Program

Marketing Cycle

Effective Marketing Communications Through Graphic Design The better communication starts by using more than one sense; the more senses used, the more effective communication gets achieved. Visual content gives marketers more opportunities to effectively communicate using this very basic rule; and this what had led to the concept of the multi-sensory design. Graphic design is not just a combination of pictures and draws but it is an art of communication and one of the most effective ways to solve the marketing problems through metaphor. According to Paulo Roberto, in his study published at the International Journal of Design, almost all businesses around the world consider graphic design as one of the key components for having a high influence on the customers and through professional graphic designs brand awareness can be raised, which definitely reflects on the customer’s decision and his/her loyalty towards the brand. There are many types of graphic design used in the market...