Importance of Budget in Marketing Communication Strategy

RUNNING HEAD: Marketing
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Marketing

Marketing
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Contents
Introduction...........................................................................................................................................2
Role of marketing communication........................................................................................................2
Importance of establishing an appropriate budget in the marketing communication strategy................4
Conclusion.............................................................................................................................................6
References.............................................................................................................................................7

Marketing
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Introduction
The marketing mix comprises marketing communication. The marketing communication is
all about the promotion which includes advertising, direct marketing, branding, packaging,
sales presentations and more. In this report, the importance of marketing communication has
been discussed which has significant role in the success of an organization’s overall
marketing strategy. The assignment is preceded by the relevant examples to support
arguments. This report will also consider the importance of establishing a proper budget for a
marketing communication strategy. Further, the relevance of the communication budget in
the marketing communication strategy in a marketing communication strategy has been
discussed along with the examples.
Role of marketing communication
The marketing communications are the messages and the media used to communicate in the
market. The major aim of marketing communication is to reach a particular audience to affect
behavior by updating, encouraging and prompting. A marketing communication maintains
customer base by reinforcing the purchasing behavior of customers by enabling customers
with additional information about the benefits. The marketing communication depend on the
promotional mix which contains options like marketing, sales promotion, advertisement,
personal selling and public relations. It is an approach of planning communications which
provides an organization a capability to get better results from campaigns and diminishes
marketing costs (Avramescu, Petroman, Constantin & Varga, 2015). The marketing
communication creates brand attentiveness among the customers at minimum costs. It is not
only for the business to business marketing but for the direct interface with the customers.
The organizations implement marketing communication not only for promoting the brand but
also for targeting audience to develop trust. The marketing communication scores over the
out-dated ways of marketing. It stresses on not only winning new customers but also on
sustaining long-term relationships with them. A marketing communication for the success of
an organization depends on a combination of options known as a promotional mix (Valos, et.
al. 2016). The marketing communication relies on the strategy of an organization such as
push and pull. A pull strategy relies more on the demand of consumers than personal selling
whereas the push strategy emphasizes personal selling to push the products through the
channels such as advertising, public relations, and sales promotion (Belch, Belch, Kerr &