Marketing Communication

The events play the following role in Marcom:

The communication messages are circulated to the mass people irrespective of segments i.e. wide reach

Lower costs

Increases corporate and brand image

In-depth insights about target audience

Global exposure for the new products/services

Coming up with new and effective ways to market a product in such a tight economy is a tough challenge and these days customers have more power than ever. It is getting more difficult for marketing initiatives to effectively meet these new customer demands. Keep these and other factors in mind when tackling this question, relate your personal experience of the challenges you have encountered and discuss the creative ways in which you handled them.

For any marketing interview you must familiarize yourself with what the company does and it's successful products/services. This will allow you to identify its appeal and then describe how the marketing strategy has worked. An example might be Walker's crisps tasting nice and through the good marketing strategy are now also perceived as good fun which is obviously important when one of their biggest markets is children.

Here is your chance to market yourself. You know what the interviewer is looking for as you will have done your homework so now is the time to pull out an example that shows you have it. This is also your opportunity to differentiate yourself from other candidates.

The following are the various tools used to communicate with the target audience:

Company newsletters

Journal article

Conference

Trade shows

Exhibitions

Product brochure

Word of mouth

Direct mail

Internet

TV

Local/regional/national newspaper

Magazine

Radio etc.

Reach

Frequency

Increase in sales

Improving the company image

Brand and advertising awareness

Cost per thousand

Change in market share etc.