Principles of Marketing Communications Essay Example | Topics and Well Written Essays - 2500 words

Principles of Marketing Communications - Essay ExampleThe current marketing communication bunk of IKEA can be regarded as an effective strategy for building long-term loyalty and relationship among its customers. though marketing communication is an age-old concept, its strategies and implementation techniques are evolving as customer demands and preferences are changing. It is no dubiousness that the marketer has shifted from product marketing to customer marketing and ultimately to relationship marketing (Kitchen and Li, 2005). In ordinance to create long lasting relationship with customers, it is important to send messages which are creative and offer more than just products or service. As a result, organisations are increasingly trying to attract customer care offering service which helps them to improve their overall quality of life. Creating advertisements and shakes with a social propaganda has become one of the study trends among big and successful firms (Balmer and Gra y, 2003). The same concept has been implemented by IKEA in its current brand campaign where the objective is to encourage children and adults to spend more time together. It can be at home doing activities such(prenominal) as, baking, cleaning or simple relaxing, apart from playing and making merry. As a result, the organisation upheld a three minute documentary of a particular family created by the mother. The idea was to send customers the message that IKEA understands how individuals halt at home and various challenges that they face especially when it comes to working at home.