Ch. 15- Marketing Communications

Shea Moisture understands the importance of communicating information about the firm and its products to their target market and the public through different promotion strategies. Through the use of advertisements, the marketing team at Shea Moisture is able to send a given message, aiming to inform, persuade, and/or remind their target market to purchase the goods being promoted. In this day and age, marketing teams from many companies are aware of the more cost effective channels in which they can transmit their message to the public, which is why social media has become one of the most commonly used channel for many. Shea Moisture promotes most of their products with online advertisements. The use of videos to promote items has also been working out for them as well. A company may post a video onto YouTube, Twitter, Facebook to maximize the spread and sharing of that video meant to promote goods, events, or services. Not only is social media a good tool for promotion, but also for attaining feedback on the goods and services companies are selling. Shea Moisture does a fabulous job at interacting with customers on their twitter account, where they can monitor what people are saying about the company and its products with just a single search of their name. This is important because they can aim to fix what ever it is that a customer has complained about online.

Saving money is really important to many people, so people LOVE sales and promotions. But everyone has to love free things. Marketing activities such as sales promotion stimulate consumer purchasing and dealer effectiveness. An example of this is demonstrated in the advertisement above, used for Target stores, which communicates the message that there are products that can be won by a customer if they enter a sweepstake.

The goal of this is to actually sell this product. It is aimed at existing and new customers and is a very affective way of marketing a product, especially if its a new one.