营销传播是用来与市场沟通的信息和相关媒体，包括广告、促销、个人销售、公关和直接市场的过程（填充和贾米森，2006）。它是营销策略的一部分。通常，营销传播被用来与利益相关者沟通，通过向目标市场发送具体信息。正如填充和贾米森（2006）所表明的，营销传播的唯一目的是满足顾客的需要和欲望。在满足目标市场的需要和欲望之后，公司可以得到这部分市场作为回报。因此，可以指出，沟通在市场营销中至少起着重要作用。从根本上讲，其重要性可以从三个方面来解释：
营销沟通是企业营销策略的第一步，即传递信息。正如克里斯填充（2006）所说，传统的营销传播包含五个主要的学科或工具，所有这些学科或工具都用来传播信息。因此，对于公司来说，他们需要利用通信来顺利传递信息，这有助于通知潜在的消费者了解产品和服务。然后，营销的第一步就可以完成了。在营销策略中，最重要的是发出你的信息，以吸引观众并帮助他们做出决定。没有市场沟通，消费者对产品或服务毫无感觉，更不用说购买了。此外，信息越具体，就越容易达到公司的目标客户。对于公司来说，获得特定的市场是可能的。
营销沟通使公司与众不同。如今，由于一些市场的结构、成分和数量的增加，产品之间的差异减少了，产品之间的差异变得更加困难（填充，2006）。此时，重要的是所表达的信息。沟通的信息可以为他们所识别的利益相关者群体提供特定的信息，然后形成消费者对产品或服务的感知。所有这些都能使产品与众不同、与众不同，给观众留下深刻的印象。因此，企业需要更多地关注其营销传播，并利用这些信息脱颖而出。
营销传播能改变态度。感知和态度既影响营销传播又受影响。如前所述，个人对产品和公司的看法在购买决策中起着至关重要的作用。通过传递信息以增强良好印象和修正负面印象，企业可以成功地改变消费者的态度，进而改变购买行为。在信息社会中，人们所做的相当一部分工作是信息处理与传输（皮克顿，2001）。消费者收到和参与的信息是他们选择的信息，这意味着所选择的信息符合消费者的需要。了解消费者的观点和需求，公司可以提供有一定价值的信息，鼓励改变个人的态度。例如，当人们第一次接触一种产品时，他们通过广告、推荐或口口交流获得有关该产品的一些信息。获得知识后，他们对这个产品有一种感知，不管好坏。此时，公司需要通过营销沟通来增强这种感知或改变它。当感觉良好时，公司需要与消费者沟通以使他们购买。
Marketing assignment 代写:营销传播和沟通预算的重要性
With the development of socialist commodity economy, competition in the market is becoming increasingly fierce. The direct expression of enterprise competition is to fight for market. Anxious to chase market share, all the enterprise do their best to attract and hold their consumers. For all the effort of these companies, the first thing is to communicate their stakeholders well. However, how to communicate with consumers and get the greatest effect with minimum capital investment is one important problem companies faced. In the realistic, enterprises pay a high cost, but earn little. To solve this problem, companies need to recognize the role of marketing communication, the strength and weakness of the communications budget. This essay will firstly discuss the vital role marketing communications play in the whole marketing strategy. Flowing this, it will explain the importance of the marketing communications budget. Finally, it will look at the strength and weakness of the communications budget in marketing communication strategy.
2.0 The significant role of marketing communications
Marketing communications are messages and related media used to communicate with a market, which contains the process of advertising, sales promotion, personal selling, public relations and direct market (Fill & Jamieson, 2006). It is one part of the marketing strategies. Usually, marketing communications was used to communicate with stakeholders by sending out specific information to the target market. And as Fill and Jamieson (2006) demonstrated, the sole purpose of marketing communication is the satisfaction of customer needs and wants. After satisfying the target market’s needs and wants, the company can get this part of market in return. So it can be pointed out that communication plays an important role in marketing at least. At a basic level, the importance can be explained in three aspects:
Marketing communication is the first step for companies to do their marketing strategy, which is deliver information. As Chris Fill (2006) said, traditionally marketing communication contains five main disciplines or tools, all these disciplines or tools are used to spread information. So, for company, they need to make use of communications to deliver their information smoothly, which help inform their potential consumer aware of the product and service. Then, the first step of marketing could be complete. In marketing strategy, the most important thing is to send out your message, in order to attract the audience and help make their decision. Without marketing communication, consumers have no sense of the product or service, let alone to purchase it. In addition, the more specific the information is, the more easily it can reach the company’s target customers. To the company, it is more possible to get particular market.
Marketing communications make the company differentiate. Nowadays, as the structure, composition and sheer number of offerings in some markets proliferate, so differences between products diminish, to the extent that it has become much more difficult to differentiate between products (Fill, 2006). At this point, what matters is the information expressed. Communicated information can present particular messages for their identified stakeholder groups, and then shape consumers’ perception of the product or service. All these things can make the product be specific and differentiated, which leave audience a deep impression. So, company need pay more attention to their marketing communication and make use of the information to stand out.
Marketing communications can change attitudes. Perception and attitudes both influence and are influenced by marketing communications. As mentioned previously, individual’s perception of the product and the company play a vital role of the purchase decision. By deliver information to enhance the good impression and modifying negative ones, company can change the attitudes of consumers successfully, which in turn can change purchase behavior. In the information society, people do quite part of work is information processing and transmission (Picton, 2001). The pieces of information consumers receive and be involved are the ones they select out, which means that the selected information meet the consumers’ need. Understanding the consumers’ perspective and demand, company can provide messages that are of certain value, which are encouraged to change individuals’ attitudes. For example, when people first meet one product, they get some information about this product through advertising, recommendation or mouth-mouth communication. After getting knowledge, they have one perception of this product, no matter good one or bad one. At this moment, company need to enhance this perception or modify it through marketing communication. When the perception is good, company need to communicate with consumers to make them purchase. On the contrary, when the perception is bad, messages of value need to be delivered to change the attitude, then finally help them make purchase. Moreover, marketing communication helps company to develop long-term relationship with consumers, which means brand loyalty. Another example is Johnson & Johnson, every time it delivers one new product, some advertisings will be released to introduce the product. Through the advertising, consumers know what the product is and which segmentation of individuals are suitable for. Once it was faced with some negative news, such as the poisonous medicine, it responds at the first time, express their attitude and the fact of the reality. All these communication strategies it used help make it one famous brand.
