Marketing Communication Process, AT & T
Wk 2 - Marketing Communications Process Paper
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This assignment will help you better understand the communication process and how companies use different components of the promotional mix to effectively promote their products.
Write a 1,050- to 1,400-word paper in which you examine marketing communications produced by an organization.
Select one of the following organizations to use for this assignment: Google, Facebook, Disney, McDonalds, AT&T, Sprint, Toyota, L'Oréal Paris, Procter & Gamble, or select a company you either work at or one at which you would like to work. (Go with AT&T or Sprint)
Review information at the selected organization's website and information about the organization in the University Library.
Describe how your selected organization exhibits effective marketing communications.
Provide specific examples of how your selected organization does the following:
- Uses market research and analytics
- Uses essential components of the promotional mix: advertising, sales promotion, personal selling, public relations, direct marketing, word-of-mouth marketing to communicate with different target audiences
Cite at least two references other than the course text.
Format your assignment according to appropriate course-level APA guidelines.
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Marketing Communication Process, AT & T
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Marketing Communication Process, AT & T
Marketing is an important element for a profit-based business organization. Different companies have different marketing strategies based on the market layout and other internal factors that would increase the revenues, thus high-profit margins. One of the most successful companies in today's world is AT & T Company. The Company is one of the largest mobile carriers in the world. The Company has incorporated various marketing strategies such as advertisements, sponsorships, public relations, personal selling, express marketing, and sales promotions to ensure that they gain a huge share market than their competitors. Despite the dynamics of the market, especially with the change in customers' behaviors, and new technologies that change the marketing processes, AT & T Company has developed a good reputation by implementing effective strategies to ensure that its growth is uncompromised (Bhasin, 2018). The Company frequently analyzes its market share and identifies significant areas that need improvement, making it viable in the market. One of the market research, the company employees, evaluates the consumers' behaviors, especially regarding the usage and purchase of their products (Kayode, 2014). For instance, in 2020, the Company conducted a brand perception survey to evaluate the customers' views in the market, thus enabling them to establish strategies based on the feedback (John & De'Villiers, 2020). Furthermore, evaluating the new technology is also an important aspect since it keeps the Company within the trending market.
The Company has employees various marketing strategies as a way of increasing the sales of their products. Advertising is one of the key strategies AT & T Company has employed. The Company has undergone a series of dynamicity in regards to the mission and goals. They have incorporated various advertising mechanisms as a way of fitting their products in the market. The advertising mechanism they have employed is advertisement through televisions and billboards. For instance, the Company has partnered with Clear Channel Outdoor Americas in advertising its products in the US. This was a strategy intended to track people's travel patterns and behaviors (Bhasin, 2018). Furthermore, the Company has integrated with most television channels to advertise its products. Whenever the Company has a new phone or new features, they display it on various television channels by using celebrities such as Le Bron James, thus ensuring that it gains high market share.
The Company also uses promotion in its marketing strategy to create product awareness, thus enabling the customers to have a coup of the product before purchasi...