Strategic Communication in Marketing A TOPSIS Evaluation of Alternative Marketing Communication Approaches
Year: 2025
Type: article
Abstract: Marketing communication involves strategically conveying a brand's message to its target audience through various channels and mediums. It includes activities to enhance brand awareness, engage customers, and boost sales. The aim is to create a strong bond between the brand and its customers by delivering messages that align with their needs, desires, and values. By ensuring consistency across platforms, marketers can effectively communicate their brand's value proposition and stand out from competitors. Interpreting, a vital aspect in various fields from linguistics to law, holds immense significance in facilitating communication across languages and disciplines. Within linguistics, it aids in understanding the nuances of language, delving into cultural contexts, and deciphering idiomatic expressions. In law, interpretation of statutes and legal documents ensures clarity and accuracy in legal proceedings. Moreover, in fields like medicine and technology, interpretation bridges gap between experts and laypersons, conveying complex concepts in accessible language. Beyond language, interpreting non-verbal cues is crucial in psychology, sociology, and anthropology, shedding light on human behavior and societal dynamics. Thus, the significance of interpretation permeates numerous domains, fostering understanding and collaboration in our increasingly interconnected world. It works by comparing each option to the best possible outcome and the worst possible outcome, then determining which option is closest to the best outcome and farthest from the worst. This helps identify the most favorable option. TOPSIS considers both benefit and cost criteria, enabling comprehensive evaluation. It's widely used in fields such as business, engineering, and research, aiding in selecting the optimal choice from a set of alternatives. Its simplicity, intuitive approach, and ability to handle complex decision matrices make TOPSIS a valuable tool in decision-making processes. Strategic Communication in Marketing, Integrated Marketing Communications, Brand Communication Strategies, Effective Marketing Messaging and Communication Tactics for Market Success. Relevance, Clarity, Impact, Differentiation. From the result it is seen that Strategic Communication in Marketing is got the first rank whereas is the Integrated Marketing Communications is having the lowest rank.
DOI: 10.46632/jbab/4/1/24
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4409652853