Learning Diary

Marketing Communication
Nguyen Dang Truong
Bachelor’s thesis
3.5.2021
Contents
1 Introduction...................................................................................................................2
2 Communication goals in marketing.................................................................................2
2.1 Forming demand for product............................................................................................2
2.2 Shorten sales cycle for businesses....................................................................................2
3 Marketing communication model...................................................................................2
4 Conclusion......................................................................................................................3

1 Introduction

Marketing Communication may be a fundamental and indispensable part of a business's marketing

efforts. Simply put, marketing communications are often described as all the messages and media
that a business can deploy to succeed in its potential market.
There are many various sorts of marketing communication like direct communication (face-to-
face, using sales team, through telephone company center) or indirect communication (using
promoting commerce, advertising, electronic media, or items displayed at the purpose of sale).
However, counting on what each marketing communication goal is, businesses will choose for
themselves the foremost suitable sort of communication.

2 Communication goals in marketing

2.1 Forming demand for product

Building brand awareness is usually a long-term effort aimed toward using communication tools to
assist position your business's brand within the mind of your audience. From there, potential
customers know your presence and therefore the product you offer, the aim is that when the
customer features a demand for the merchandise or service you provide, the customer
immediately remembers. to your brand, product.
Positioning and building brand awareness takes time and requires a particular amount of
consistency (not only in communication efforts but also on core factors like product, price, and
distribution). and it must maintain the implicit commitments between the business and its
audience.
Remember that shaping consumer demand by building brand awareness features a huge impact
on your market share, profitability, and even your outreach to potential customers - supply. grant
long-term value to the corporate.

2.2 Shorten sales cycle for businesses

Shortening the sales cycle will help salespeople and channel network partners in their efforts to
identify, attract and deliver to potential customers. Shortening this sales cycle requires businesses
to understand the buying process of consumers.

3 Marketing communication model

Marketing communication model is a model that allows businesses to understand the perception
process of customers when making purchasing decisions and then come up with suitable business
strategies for each stage. AIDA is an acronym for the 4 stages of Attention, Interest, Desire and
Action.
A - Attention - Create attention This is the first step in a marketing communication model that is to
attract the attention of your company's target audience or target customers, to attract the
attention of these customers. With customers' products, marketers must be really skillful, choose
the right approach, attract and appropriate tools to get high results.
I - Interest - Attention The most difficult stage is to attract the attention of the target customer to
the business in the marketing communication model. To attract customers interested in your
company's product services is a process and requires a lot of brainpower.
D - Desire - Desire After attracting the attention of the customer, the customer's attention to your
business product, the next step in the marketing communication model is the business that wants
the customer to interact with him. . . The success of your marketing communication is not simply
how many products you sell, but also whether your customers want to buy your business.
A - Action When your business has a list of target customer files, it's successful for a customer to
buy and interact with your business, but if the customer doesn't take action. This means you have
failed in successful marketing.
4 Conclusion

In addition to professional knowledge, students are also trained in individual skills such as creative
thinking skills, teamwork, presentations, communication, information exploitation, ... basic
marketing, and specialized knowledge associated with the communication field.
Currently, entrepreneur are interested in investing in this department to attract customers to their
businesses. The exposure of students to this profession also brings many job opportunities,
helping them on the way to conquer the recession economy caused by the Covid epidemic in the
world.