Service Marketing: Designing & Managing Communication Report

This report provides a comprehensive analysis of service marketing, focusing on communication strategies. It begins with an executive summary and table of contents, followed by an introduction that emphasizes the importance of integrated marketing communication (IMC) for business success. The report then details the design and management of IMC, including the development of an IMC matrix and the consideration of factors such as product, price, place, promotion, people, process, and physical evidence. It explores various advertising mediums like print, television, and social media, along with direct advertising, public relations, sales promotion, events/sponsorship, personal selling, and customer service. The report also covers managing mass communication through the 5Ms: mission, money, message, media, and measurement. The conclusion highlights the necessity of IMC and mass communication for business growth and success, supported by references to relevant literature.

Running Head: SERVICE MARKETING: COMMUNICATION
Service Marketing: Communication
Name of the Student:
Name of the University:
Author Note:

1SERVICE MARKETING: COMMUNICATION
Executive Summary
The report focuses on the service that company provide to the customers with the help of the
communication. The study focuses on the designing and managing of the integrated
marketing communication along with the managing mass communication. Lastly, the paper
provide a conclusion which enable to understand the necessity of the communication in the
growth of the company in the market.

2SERVICE MARKETING: COMMUNICATION
Table of Contents
Introduction................................................................................................................................3
Designing and Managing Integrated Marketing Communication..............................................3
Managing Mass Communication...............................................................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................8

3SERVICE MARKETING: COMMUNICATION
Introduction
Integrated marketing communication enables the company to communicate and assist
the firm to flourish in the marketplace and to obtain the success by effectively
communicating with the consumers. These enhance the promotion of the product or service
that the firm is providing to the consumers and also satisfy one P in the marketing mix
(Luxton, Reid and Mavondo 2015). Therefore, it can be said that the company need to
understand the need of the integrated marketing communication. Hence, it is noted that the
organization need to look after the situation and should take up the marketing communication
so that they can flourish in the marketplace and can achieve what they want to gain from the
marketplace (Blakeman 2018).
Designing and Managing Integrated Marketing Communication
The company provide services to the customers in terms of dog washing and pet
service and to expand in the market, the company need to look after the integrated marketing
communication process. These will enable the organization to expand in the marketplace and
to achieve the target in the marketplace (Polonsky and Waller 2018). The company need to
frame the integrated marketing communication matrix. There are factors that is require to be
look after by the company so that they can lure the customers so that they can avail the
service from the company. The factors are:
 Product
 Price
 Place
 Promotion

4SERVICE MARKETING: COMMUNICATION
 People
 Process, and
 Physical evidence
The company need to take up the integrated marketing communication so that they
can satisfy the stages which is essential for the company to make an impact in the minds of
the customers. The stages are: awareness, evaluation as well as adoption, trial and interest,
which will help the company to make the people aware of the services that they are providing
to the customers in the market (Thorson and Moore 2013).
The company need to look after the integrated marketing communication matrix for
the betterment of the company in the marketplace and assist them to expand in it. The matrix
mainly address the advertisement, direct advertising, public relation as well as sales
promotion, events/sponsorship, personal selling and customer service.
 Advertisement: The Company can advertise their service with the help of the
different medium which will enable them to expand in the marketplace and will
enable the organization to make the consumers aware of the services that they are
providing in the market. The different through which advertisement can be done
are: print media, television commercial, radio, internet (especially social media)
and hoardings or outdoor advertisement.
 Direct Advertisement: The Company can also promote their service through direct
advertisement with the help of the e-mail, telephone selling or catalogue selling.
These is also an effective way to sale the service and reach out to the customers in
the market. These will also assist the company to expand in the market.

5SERVICE MARKETING: COMMUNICATION
 Public Relation: The Company can go for the PR and branding as well as
publicity in the marketplace. These will assist the firm to attract the customers and
make them aware of the service that they are providing to the customers (Pareek
and Rao 2015).
 Sales Promotion: The sale promotion through consumer franchise against the
non-franchise building will provide assistance to the company to lure the
consumers and help them place their product and service in the market.
 Events/Sponsorship: The Company can sponsor to different social or sporting or
cultural events, which will increase the market presence of the company and help
them capture a huge market share in the marketplace. These will enable the
company to expand in the market and to lure the customers in the process (Church
et al. 2015).
 Personal Selling: The Company can look forward for the personal selling which
will include person-to-person interaction in the market. These also includes lead
generation for the company and converting them in the process, so that they can
flourish in the market and mark their presence in the process.
 Customer Service: The Company can look after the customer service, which will
also enable them to grow in the market and to accomplish what they want to
obtain from the market. These can be done with the help of the dissonance
reduction as well as feedback that have been taken up by the company so that they
can improve their service and can attract the customers with the service.
Types of Media Media
Advertisement Print Media, Television commercial, radio, internet

6SERVICE MARKETING: COMMUNICATION
(social media) and outdoor advertisement
Direct Advertisement E-mail, Telephone Selling and Catalogue Selling
Public Relation PR & Branding and Publicity
Sales Promotion Consumer Franchise vs. Non-Franchise Building
Events/Sponsorship Sponsoring Sports, Social or Cultural Event
Personal Selling Person-to-Person Interaction and Lead Generation
Customer Service Dissonance Reduction and Feedback
Fig. 1: Integrated Marketing Communication Matrix
(Source: Created by Author)
Managing Mass Communication
The firm need to view the 5M’s so as to manage the mass communication in the
marketplace and can lure the consumers from the marketplace. These will enable the firm to
make the consumers aware of the service that the organization is providing to the consumers.
Here, the 5M’s are: mission, money as well as message, media and measurement. These five
factors assist the business firm to expand in the marketplace and to lure the consumers
towards the dog washing and pet service that the company is p4roviding to the consumers
(Kramer 2014). It is critical for the firm to understand so as to control as well as manage the
mass communication so that the right communication can done with the customers, which
will enable the organization to gain advantage in the marketplace and help them to gain what
they want to obtain from the marketplace. Therefore, it can be said that the firm need to look
into the situation so that they can flourish in the marketplace and can obtain popularity in the
process and help them to achieve the success in the process (Caballero 2015). Hence, it can

7SERVICE MARKETING: COMMUNICATION
be said that the company need to manage the mass communication so that they can make the
consumers aware of the services that they are providing to the customers.
Fig. 2: Managing Mass Communication
(Source: Created by Author)
Conclusion
It can be inferred that the organization need to view the integrated marketing
communication as well as managing the mass communication. These will assist the firm to
gain additional advantage in the marketplace. These are essential for the company so as to
explore in the marketplace and can achieve what they want to gain from the marketplace.
These will ultimately help them to become successful and lure the customers to avail the
service form the company in the future. Hence, it is necessary for the growth of the
organization and assist them to gain the success in the process.

8SERVICE MARKETING: COMMUNICATION
References
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Caballero, A., Honeywell International Inc, 2015. Managing data communication between a
peripheral device and a host. U.S. Patent 9,047,420.
Church, A.H., Rotolo, C.T., Ginther, N.M. and Levine, R., 2015. How are top companies
designing and managing their high-potential programs? A follow-up talent management
benchmark study. Consulting Psychology Journal: Practice and Research, 67(1), p.17.
Kramer, M.W., 2014. Managing uncertainty in organizational communication. Routledge.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-46.
Pareek, U. and Rao, T.V., 2015. Designing And Managing Human Resource Systems, 3/E.
Oxford and IBH publishing.
Polonsky, M.J. and Waller, D.S., 2018. Designing and managing a research project: A
business student's guide. Sage publications.
Thorson, E. and Moore, J. eds., 2013. Integrated communication: Synergy of persuasive
voices. Psychology Press.