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Essay / Research Paper Abstract
For a brand to be successful the way marketing communication takes place is very important. This 12 page paper looks at three brands; Coca-cola, Pepsi and Sainsbury’s own brand to assess the way that they are marketing assessing the way that communications are used and their effectiveness in reaching their target market. The paper focuses on the marketing communication in the UK. The bibliography cites 6 sources.
Page Count:
12 pages (~225 words per page)
File: TS14_TECPsain.rtf
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Unformatted sample text from the term paper:
1. Introduction For a brand to attain and then retain market share there are several key elements. The product itself needs to live up to the
expectation created by the marketing, however, without the marketing messages either showing consumers how the product will meet needs or desires, or cresting that need or desire. Different brand may
seek to communicate variant messages in a diverse range of approaches. By looking at three companies and the way that they are undertaking marketing communications in the UK the different
approaches may be examined. Coca-Cola, Pepsi and Sainsburys own brand can be considered, with considering given to the way they communicate their message, the content and media of
the message and the way that this either does or does not hit the target. For this the report will start at looking at the importance ad way communication takes
place, then the different companies will be considered with examples of their marketing, looking at similarities and difference considering the way messages are sent and received. 2. 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 Today, this model is seen as outdated.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. There are different types of communication and different mediums may be better suited to different scenarios.
For example, the traditional advertising may be suited to mediums such as printed and television or radio advertisements, the use of posters as well as the use of the packaging
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