The Significance of Marketing Communications Essay

The Significance of Marketing Communications - Essay Example Consequently, the company must communicate with the existing and potential consumers. Communication takes the form of sales promotion strategies and advertisements. Marketing success only comes when a company has a comprehensive understanding of consumers’ demographic structure. Nike Company, for instance, used catchy word â€Å"just do it† to attract customers for its products (Foster, 2011). Despite establishing attractive and quality products for consumers, a competitive market would demand that there exist goodwill between the company and consumers to foster hope that the product on sale will succeed. Such hopes help in building loyalty that keeps consumers to company in question products (Hill, 2014). Marketing communication strategies, therefore, are vital in building good image between it and the citizens as a leading corporate. The image building process becomes a reality when company publicizes its charitable activities. Communication also improves the competitive advantage of the company over competitors (DahleÃŒ n & Lange, 2009). The company maintains a superior advantage over its competitors. The company in question can use communication effectively to expose the competitor’s weakness to its customers. Communication also helps companies to attract talents that the company need to by demonstrating to employees that the company provides the best work environment. Through publications, annual awards provide for the list of best companies to work. Ashton, J. K., & Pressey, A. D. (2011). The Regulatory Challenge to Branding: An Interpretation of UK Competition Authority Investigations 1950-2007. Journal of Marketing Management, 27(9/10), 1027-1058.

Fashion consumer behaviour Essay Example | Topics and Well Written Essays - 2000 words

Fashion consumer behaviour - Essay Example The essay "Fashion consumer behaviour" concerns the behavior of fashion consumer. Every market has unique consumer preferences, such unique attributes of the fashion are partly driven by social attributes like the family and culture . According to Chevalier and Mazzalovo (2008), the brand status defines the fashion identity. Chevalier and Mazzalovo ascribed that achieving the identity requires exclusiveness, the stylish approach, the innovativeness, the designing to attain a style that stands out to attract the attention of the consumer. Many factors determine fashion consumer purchasing behaviours. For instance, the personal and social attributes may play a role in helping the consumers to identify with a particular brand of fashion. Identity to a brand of fashion is likely to influence the loyalty to the brand and its sustainability in the market segmen). Many brands work tirelessly to ensure they have superior brands and invest immense capital to market the brands. However, most s tudies reported in the current literature fails to link the association between the social and personal attributes to purchasing behaviours. A family is likely to pass down the fashion to the coming generation because the family bond and the preference to a given fashion play a role in the purchasing behaviours. These factors have not been studied well through deliberate efforts of linking of personal and social influences to how consumers identify with the brand status. The fashion industry is a multifaceted section.