Marketing communications: - a new communications mix
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
In the fast pace environment of today it is important for any marketing manager to keep up with changing market conditions and new communication channels to be able to compete in a highly competitive market. The purpose of this thesis is to elucidate how new marketing communication channels such as Internet and mobile marketing has changed the existing marketing communication mix. To do this we have studied how an effective communication mix is put together through analyzing empirical findings from three different companies. We wanted to see if the new communication channels are working as a complement to the existing mix or if they completely have replaced other channels or simply have not affected the mix at all. We also wanted to find out where the future of marketing communications is headed. In order to answer the questions above we conducted interviews with the marketing managers at three different companies. The researched companies were BMW, Lancôme and Vero Moda. Trough analyzing the information we got from the interviews together with relevant theories on the subject of matter, we came to the conclusions that the process of putting together an effective marketing communication mix is based on a number of factors, where the most important ones are the budget, target group, type of products and markets. All marketing managers have help in the decision making process from advertising- and media agencies. The most effective marketing mix for the companies participating in this study has shown to be a combination of TV, print media, sales promotion and PR. Acknowledging new communication channels are important since customers receive more information through the Internet and can easily compare and research different brands. New communication channels has made its entrance in the traditional communication mix with the use of Internet, e commerce, mobile marketing, blogging, product placements in TV etc. No channel has yet come to replace any other existing channel completely but in the near future Internet will surely replace print media in many areas.
Place, publisher, year, edition, pages
IdentifiersURN: urn:nbn:se:su:diva-6313OAI: oai:DiVA.org:su-6313DiVA: diva2:196337