Marketing Communication: Creation of Effective Strategy

Abstract

The objective of this thesis was to analyse the existing theories and reveal the fact to create an effective marketing communication strategy. Effective marketing communication is the key strategy to achieve the objectives of a marketing campaign. Marketing communication engages the consumers and distributors to pursue services or products and create a unique position in their minds. Effectual marketing communication can change consumer behaviour. Every entity has to communicate with stakeholders; an entity can be big or small, profitable, non-profitable, government, business, educational. The author uses the theories, findings and research done by experts of related studies. The qualitative research method was used to collect data. The author uses the ebazaar.fi as a case company to demonstrate the creation of a marketing communication strategy. Because of limited data, it was impossible to prepare the complete strategy, but this paper covers all the critical theories and fulfils this research's aim. This thesis paper refers to a templet to set effective marketing communication strategies and provide a sound understanding of practical and theoretical issues involved in Marketing Communications to readers.