Develop your own marketing communication model derived from academic Assignment - 1

Develop your own marketing communication model derived from academic research. Use this model to analyse the Marketing Communications Campaign of your chosen FMCG (Nescaf) brand - Assignment Example Marketing communications, as defined by Egan (2007, p. 1), is â€Å"the means by which a supplier of goods, services, values and/or ideas represent themselves to their target audience with the goal of stimulating dialogue leading to a better commercial or other relationships†. Marketing communications is said to be good when it takes into account three primary elements i.e. audience, message and media (Dahlà ©n, Lange & Smith 2009). These three elements are interlinked and the decision regarding marketing communication tools must take into account all three of them. Marketing communication tools are also known as marketing communications mix or promotional mix. Egan (2007, p. 17) defined these tools as â€Å"tools used in marketing communications such as advertising, sales promotion, public relations, personal selling, direct marketing etc†. Now the company has to decide how well it can integrate these tools in order to ensure they get a positive feedback from the whol e communication process. Communication process is presented below. There are several marketing communications models developed after much research on the effect of communications on product marketing. All of them try to explore different facets on how consumers perceive information provided to them by the marketer and how they react to it. Since positive reaction/feedback enhance company’s profits therefore communicating a product in a right manner to the target audiences is very important. Following head discusses the marketing communication models in detail with particular emphasis on two models, Strong’s AIDA model and Mindscape of Integrated Marketing Communications Model (extended version presented by Hartley & Pickton 2010). Marketing communications which is also referred to as Integrated Marketing Communications is â€Å"a process of using a wide range