Long Term vs. Short Term Focus in Communication Essay

There atomic number 18 practical(a) differences between gross revenue progression and advertising, which marketers moldiness bear in mind when attempting to snuff it with the nodes. The same fountain will moderate when marketers attempt to communicate with customer by defining the appropriate media and non-media colloquys that ar aimed at driving customer interest, motive and exchange upwards. scar grade does not invariably improer the sale of the return depending on the set of the produce and affordability. Instead, check cherish may be much(prenominal) instrumental in customer retention.In the abruptly experimental condition, send packings have the probable of increase intersection gross gross revenue, alone in the large call, the customers perception of the product may be negative or positive as they ponder over why there was a discount. Primary Differences between gross gross revenue promotion and advertising There argon constitutional differen ces between gross revenue promotion and advertising. Advertising is the form of chat via the salmagundi of media with the goal of persuading and making people mindful of products or assistants.Advertising is equally a service to the target and consumers to inform them with dead on target contents that ar ethically generated in order for it to be accepted by the habitual. Advertisements argon clear, truthful, tasteful, precise, original, reputable and ethical communications to the public. (Guideline market, 1998). barters promotion is the application of incentives to draw out a positive reaction by the consumer. sales promotion gives the consumer advantages of using the product or service on promotion. Sale promotions atomic number 18 characterised by sponsorship, free gifts and vouchers, public forum of information, exhibited, educative and consultative.Therefore the fundamental difference between and advertisement and sales promotion is the on their acceptability by the consumers. (Guideline Marketing, 1998). Some media and non-media marketing communication that are typically active to increase customer interest, demand and sales The media marketing communication that are typically employed to increase customer interest demand and sales are digital media, print media, seedcase casting , narrow casting and broadcasting, vizor mails, telephone marketing, among others.(Promotion and integrated marketing communications, 2007) Non media marketing communication that are typically employed to increase customer interest, demand and sales are price discounts, non-media advertising, special offers, sales coupons, product and services sampling, product and service price rebates, competitions and raffles, games, product and service bounty offers and counter promotions. (Promotion and integrated marketing communications, 2007) Does marker value always increase with increase sales of the product?Not always does value always increases with increasing sale of the product. Perhaps it may help in customer retention. But in about instances, it can increase sales because more sales are a signaling that the customers are crediting the shit as thoroughly as their perceptions to the product. This has implications that more sales are solidifying the tell on value as ache as the product is world sold for the purpose of send building. Brand values that have increased sales due to high sale insinuate that the make value is attractive.When the sales increase, there are signs that the customers are satisfied and are bound to make references to other over the value of the disfigurement. (Bacak, 2006). How discounts have the potential to mend short circumstance sales and prospicient depot brand value. Under a good marketing management, discounts have the potential of positively affective the short term sales and long term brand value depending on the perceptions of the customers on the brand following the discount. The understanding di scount dodge is that the sale force is not overwhelmingly profit motivated.Instead, the priority is to create value that customer perceive as satisfactory. approximately business would create a discount to enable more consumers interact with the product or service. (Lin & Lin, 2007, p. 1-131). According to Aaker (1991), discounts will allow for short term sales engagement while customer benefit from the value that will be enhanced in the long term. During the time that a brand is under discount sale force, the consumers are given a chance to position the product or service with their needs. (Lin & Lin, 2007, p. 1-131).An sample of products where price discounts positive short term sales increase and long term brand value is the cosmetics. In this case the higher the discount the higher the sales as long as the brand image is highly placed. Thus as soon as the discount is initiated, the short term sales shoot up and the consumers perception of the brand shift and this may be pos itive or negative. If negative, the consumer could be expecting even more price discounts in the long term. (Lin & Lin, 2007, p. 130). Conclusion This marketing communication paper has come out with very(prenominal) of import lessons.First, in order to be successful in marketing communication, it is important to understand the fundamental differences between sale promotion and advertising so that the extract of media and non media communication can be reward to the marketing plan. Second, the possibility of an increasing brand value to increase sale is hinged on other factors like affordability. Finally, product price discounts have a short term effect of increased sales but a mixed effect on the brand value in the long term.Reference Aaker, D. A. (1991).Managing Brand EquityCapitalizing on the Value of a Brand Name, NY The FreePress. Bacak, M. (2006, butt 18). The Benefit of Branding Increase Your Sales and Promote Your Product by structure a Solid Brand. Retrieved April 10, 2009, from http//ezinearticles. com/? The-Benefit-of-Branding-Increase-Your-Sales-and-Promote-Your-Product-by-Building-a-Solid-Brand&id=163889 Guideline Marketing, (1998). Guidelines for publicity, advertising, class period promotion and allied marketing activities. Retrieved on April 10th, 2009, available at http//www.capelawsoc. law. za/Files%20for%20New%20Website/Guidelines/Advertising%20E. medical student Lin, N. & Lin B. , (2007, August). The effects of Brand Image and Products experience on Purchase Intention Moderated by Price Discounts. Journal of International counsel Studies. P. 1-131. Promotion and Integrated Marketing Communications, (2007). Marketing communications. Retrieved on April 10th, 2009, available at http//www2. cob. ilstu. edu/jsattaw/MKT%20230/ confabs/Lecture%209%20%20Promotion%20and%20Integrated%20Marketing%20Communication. ppt