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Tesco Marketing Communications

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Coherence: ensures that all the different communication channels used by a firm are logically connected (Schultz, 1996A). Consistency, continuity, coherence, and complimentary are the characteristics of marketing communications allowing the organization to achieve its communications goals efficiently and through a variety of channels. Marketing communications planning plays a number of roles in the business including enabling the company to reduce the marketing costs by planning the marketing strategies consisting of communication channels that offer the most efficiency while limiting costs. It also allows for the creation of measures to ensure the channels chosen generate the maximum communications impact that cannot be achieved by either having some of the communications channels or a random choice (Ellwood, 2002: p.

19). Additionally, it allows the organization to make a choice of the integrated marketing communications resulting in effectiveness in marketing communication and the ability of the marketing strategies in the business to generate sales and augment revenue streams for the business. Marketing communications planning allows an organization to provide clarity on the products and services offered by the company. It also ensures the organization chooses the set of information that best describes the product and services and choosing channels to reach consumers effectively.

In addition, it allows an organization to make the right choice of communication channels and provide the some consistent message in all the channels. Consistency creates trust and development of the brand that can only be achieved from ensuring all the channels chosen provide consistency to the audience. The other role of marketing communications planning is to provide an opportunity for the business to understand the consumer preference on the communication channels for accessing information on products and services. Role of marketing communications strategy Marketing communications strategy has certain roles to play in the developing and maintaining the brand for example Tesco.

These roles include aiding the clients make an association with a brand through information-based, rational, or emotional relationships using imagery and feelings (Van Gelder, 2005: p. 12). It allows a business to communicate the meaning associated with the brand. These are done through the using of different communication channels within the marketing communications strategy like packaging, merchandising, and point of purchase elements (Direction, 2006: p.

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