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Essay / Research Paper Abstract
This 19 page paper examines the importance of communication in building and maintaining brands. The paper begins by examining different forms of communication and the issue of encoding and decoding, the need to identify the target market and the value of segmenting that market. The approaches are then applied to marketing in the consumer environment and then the business environment. The bibliography cites 9 sources.
Page Count:
19 pages (~225 words per page)
File: TS14_TEcombrnd.rtf
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Unformatted sample text from the term paper:
they can buy it. Communication is used to inform consumers of availability and characteristics to create association and encourage initial and subsequent purchases. The use of brand building is a
common tool when it comes to communication. May examples exist of brands where there are immediate association with the brand name or logo. These association are made by way of
effective communication and reinforcement. There are many examples that can be sited, the traditional examples are those of McDonalds and their golden arches M. This has associations with clean
environments and burgers, for children there may be an association with Ronald McDonald; the clown, and for others there will be other associations. These are string as they appeal not
only to the logical reasoning, but have emotional association that trigger responses. Another example may be the Coca Cola advertisements, such as the hiss of gas when a bottle top
is opened designed to stimulate thirst, or the warm glow with the Christmas advertisements with the theme holidays are coming or the polar bears. They reinforce not only the product,
but ideals and values that consumers associate with those brands. 2. Types of Communication In the past communication was seen very much as a tell model, with advertising undertaking
one way communication to tell the consumers of the benefits of their product. The use of association has been utilised for over a century, but it has been in the
tell mode. Today, this model is seen as outdated. Now the relationship between the consumer and the company is seen as much more complex, with communication playing the central role,
this is the idea behind many models and concepts, such as customer relationship marketing. There are different stages when communication takes place this is in the presale stage, the selling
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