Marketing Communication Essay: Strategy, Budget, and Examples

This essay delves into the crucial role of marketing communication in an organization's overall marketing strategy. It explores how effective communication channels and tools, including advertising, branding, and sales promotions, contribute to brand awareness, customer engagement, and market success. The essay highlights the importance of marketing communication in reaching target audiences, building customer relationships, and differentiating products. Furthermore, it emphasizes the significance of establishing an appropriate marketing communication budget for measuring costs, performance, and allocating resources effectively across various communication platforms like social media and email marketing. Real-world examples from companies like Woolworths and Wesfarmers are used to illustrate these concepts. The essay underscores the value of integrated marketing communication and the use of metrics for assessing the effectiveness of communication programs in achieving organizational objectives.

Running head: MARKETING COMMUNICATION
Marketing Communication
Name of the student
Name of the University
Author note

1MARKETING COMMUNICATION
Marketing communications refers to the marketing channels along with the tools that
are used for promoting a company. The marketing communication channels helps in
communicating a message to that of the desired market (Fill and Turnbull 2016). The process
of the marketing communication helps the people in gathering information in relation to a
brand. The marketer makes use of tools of marketing communication that helps in the
creation of brand awareness among the consumers. It can help in creating a distinct
impression in mind of the customers that can help the people in making the purchasing
decision. The marketing communication comprises of the advertising, branding, sales
presentations along with the sponsorships that can help a company in creating a position
within the world market. This essay discusses how the marketing communications of a
company can help in making the marketing strategy of a company successful. The essay also
elucidates on the importance of establishing a budget for the marketing communication
strategy of a company.
Marketing communications plays a pivotal role in helping the marketing campaigns of
the company in achieving success. The marketing communications can help a company in
reaching out to the target audience and it informs and persuades the people. The marketing
communication helps a company in getting the new customers as it helps in building the
awareness among the people. The marketing communication helps in maintaining the
customer base of a brand by reinforcing the purchase behaviour of the people. It can help in
building the relationship with that of customers along with the other stakeholders of
company. The advertising of the messages can help in promoting adoption of the goods,
services along with the ideas that can greatly help in process of developing the company.
Advertising can play an important role in the maintenance of the brand equity.
The marketing communication can help in reinforcing the experiences of the people.
It can help in providing assurance to the customers that can help in increasing reputation of

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the brand before the people (Batra and Keller 2016). The marketing communication can play
the role of a differentiating factor and it can help in separating the products of a company
from that of the products of the other companies. The market exchanges can take place with
the help of the marketing communication that can elevate the image of a brand in front of the
people. The company can form the partnerships with the help of the marketing
communication that can increase the popularity of a company within the framework of
market (Manser Payne, Peltier and Barger 2017). It plays an important role in developing the
exchange process that can help the company in the selection and the targeting of the
particular groups of the consumers. It can help in carrying out the dialogic communications
that can work for benefit of company. The messages that are transmitted by a company by
taking recourse to the marketing communication can provide encouragement to the individual
members of the target audiences in responding to that of focus organization. The
organisations in the present age have recognized the significance of the good public relations.
The messages of the company should have high credibility that can help in the creation of a
positive impression in front of the people (Rowles 2017). The marketing communication with
the help of the sales promotions that are carried out by the company can be helpful in
providing the added value to the offering that can accelerate the sales of a company. It helps
in complementing the macroeconomic need of the company that can help a company in rising
above the competitors.
The direct marketing that is employed by a company can help it in building the one-
to-one relationship that can help in carrying out proper communication with customers on the
personal basis. The company can make use of direct mail along with the magazine inserts that
can help them in reaching out to a large number of people. The direct response that is
incorporated with the help of the personal selling helps in building the market knowledge and
developing the database that can aid in the process of growth of a company (Karjaluoto,

3MARKETING COMMUNICATION
Ulkuniemi and Mustonen 2015). The marketing strategy of a company can become
successful in the event of a company taking recourse to the marketing communication. It can
take a company forward and help them in rising above the competitive environment. The
internet acts as the distribution channel and the communication medium that can help an
organisation in communicating in innovative ways. It can facilitate the process of
interactivity of a company and it can help a company in carrying out dialogue with the
people. The communication can allow the business in finding the information and enter the
exchange transactions that can act as a boon for the company (Killian and McManus 2015).
The marketing communications can help in influencing the other people that can be
instrumental in building reputation of brand. The use of the mobile technology in the present
age have made the companies to build the relationships with the customers with the help of
the social media, e-commerce along with the websites. The creation of the online presence
can act as a cost-effective method that can work for the benefit of a company (Key and
Czaplewski 2017). The sales promotions that are employed by a company can help in
stimulating the customers for purchasing a product immediately. The companies make the
use of the stimulus funds that helps in performing the effective business for a company. The
public relations can help in building the co-operation in between a company and the
consumers of a company. The marketing communications can help the management of a
company in being informed that can help them in responding to the public opinion. It helps in
emphasizing the responsibility of the managers that helps in serving public interest. It can
help the management in being aware about situations and anticipate the trends that can help
them in modifying the products or the services that are offered by a company. A company
can make use of research along with the ethical communication techniques that can help them
in reaching out to a broader audience.

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Woolworths Group is an Australian company that has retail interest within Australia
and in the New Zealand. The company believes in the element of the innovative marketing
and it has launched various kinds of schemes so that it can create the brand visibility within
consumer market (Woolworthsgroup.com.au 2019). The company makes the extensive use of
the newspapers, magazines and the newsletters that has helped in creating the brand
awareness. The company takes the help of the mobile app, Facebook page along with the
official website for the creation of a distinct position in the market. Wesfarmers Limited sells
the products with the help of the marketing channels. The company is involved in selling
directly to the consumers with the help of the online website (Wesfarmers.com.au 2019). The
organization sells to the wholesalers who afterwards sell to the various retailers who are
situated across the country. The company has also made the partnership with that of the
delivery service providers for providing the deliveries in a timely manner.
The establishment of an appropriate budget can act as an effective strategy that can
aid in the process of its marketing communication. Marketing budget can help a company in
measuring cost along with the performance of the various tactics that are made use of by a
company. A company has to make the budget in relation to the social media advertisements,
content marketing along with the e-mail marketing so that it can create a lasting impression in
the mind of the customers. The marketing budget helps in covering the main aspects of the
business like the market research along with the product planning that helps a company in
setting the production along with the pricing objectives (Bucklin, Rutz and Trusov 2017).
Marketers can take recourse to various kinds of figures that can help in estimating how many
people can be reached with the help of the marketing campaigns.
The making of the budget can help an organization in planning and measuring effect
of the expenditure on the various kinds of marketing communication activities. The budget
can help a company in deciding how much they would spend on each of the communication

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platforms that can prove to be useful for a company. The budget helps in setting out funding
that is required for meeting the communication objectives in a company. The establishing of
a budget can help a company in managing expenditure over the course of the budget year.
The budget can help in covering direct along with the indirect cost in relation to the
communications programs (Ots and Nyilasy 2017). The budget contains the costs that would
be incurred for the designing, printing along with the distribution that can help a company in
its marketing. The budget helps in setting the timescales for the expenditure that takes place
in a year. The budget helps in covering forecast costs in relation to the planned activities of
an organization (Peers, Van Heerde and Dekimpe 2017).
The budget can help in highlighting the opportunities that can pave the path for the
reduction of the marketing communication cost. Integrated marketing communication makes
us of the consistent messages along with the visual images in the communications programs.
The budget can be made use of for measuring whether the communications program of the
organization has been able to achieving communication objectives. The company can make
use of the metrics for measuring the various kinds of factors like changes within the brand
perception along with number of the sales leads (Perdikaki, Kumar and Sriskandarajah 2017).
The metrics can help a company in comparing effectiveness pertaining to the various kinds of
the communication programs. The establishment of the budget can help Woolworths Group
Limited in spending the right amount on the advertising that can help in appealing to the
customers (Woolworthsgroup.com.au 2019). The making of the budget has helped the
company in spending on the print media along with the internet that can help in the marketing
of the company.
Marketing communications plays a significant role in reaching target audience that
can serve the purpose of persuading people. It can help a company in acquiring new
customers that can help in building awareness of the people. Direct marketing can help a

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company in building relationship with the customers and it can help a company in reaching
out to the masses. Marketing budget can help in the measurement of cost that can take a
company forward in the long run. The budget is utilised by a company for making the
advertisements on the social media and that of e-mail marketing that can help in attracting the
customers.
References
Batra, R. and Keller, K.L., 2016. Integrating marketing communications: New findings, new
lessons, and new ideas. Journal of Marketing, 80(6), pp.122-145.
Bucklin, R.E., Rutz, O.J. and Trusov, M., 2017. Metrics for the new internet marketing
communications mix. In Review of Marketing Research (pp. 195-212). Routledge.
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and
participation. Pearson.
Karjaluoto, H., Ulkuniemi, P. and Mustonen, N., 2015. The role of digital channels in
industrial marketing communications. Journal of Business & Industrial Marketing.
Key, T.M. and Czaplewski, A.J., 2017. Upstream social marketing strategy: An integrated
marketing communications approach. Business Horizons, 60(3), pp.325-333.
Killian, G. and McManus, K., 2015. A marketing communications approach for the digital
era: Managerial guidelines for social media integration. Business Horizons, 58(5), pp.539-
549.
Manser Payne, E., Peltier, J.W. and Barger, V.A., 2017. Omni-channel marketing, integrated
marketing communications and consumer engagement: A research agenda. Journal of
Research in Interactive Marketing, 11(2), pp.185-197.

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Ots, M. and Nyilasy, G., 2017. Just doing it: theorising integrated marketing communications
(IMC) practices. European Journal of Marketing, 51(3), pp.490-510.
Peers, Y., Van Heerde, H.J. and Dekimpe, M.G., 2017. Marketing budget allocation across
countries: the role of international business cycles. Marketing Science, 36(5), pp.792-809.
Perdikaki, O., Kumar, S. and Sriskandarajah, C., 2017. Managing Retail Budget Allocation
between Store Labor and Marketing Activities. Production and Operations
Management, 26(9), pp.1615-1631.
Rowles, D., 2017. Mobile marketing: how mobile technology is revolutionizing marketing,
communications and advertising. Kogan Page Publishers.
Wesfarmers.com.au (2019). Home - Wesfarmers. [online] Wesfarmers.com.au. Available at:
https://www.wesfarmers.com.au/ [Accessed 3 Sep. 2019].
Woolworthsgroup.com.au (2019). Woolworths Group: Quality Brands and Trusted Retailing.
[online] Woolworthsgroup.com.au. Available at: https://www.woolworthsgroup.com.au/
[Accessed 3 Sep. 2019].