Marketing Communications

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Marketing Communications

37

Fundamentals Of Communication In Marketing

6. MAKE ADJUSTMENTS IN MESSAGES OR MEDIA: Depending on the various results,
   feedback received for each message and media, appropriate adjustments can be made if
   there are variations between the achieved result and the planned desired result. On the
   other hand, if the results show achievement to be on course, thus achieving set goals there
   may be a need to effect a continuous maintenance efforts in order to keep all actions on
   the planned desired course.

TYPES OF COMMUNICATION STRATEGIES

Communication strategies can be classified on the basis of what the company is attempting to achieve.
Thus, all communication strategies can be divided into either customer acquisition or customer
relation strategy.

CUSTOMER RETENTION C OMMUNICATION: Many industrial buyers of some products which have
little strategic value may buy repeatedly from the same source simply because the costs of shopping around
(particularly in terms of time) do not outweigh expected benefits. Customer retention communication
will be important to marketers whose products or services fall within this category.

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