Overall..

Marketing communications is a lengthy process that organisations must go through in order to communicate their messages and intention to their target audiences. As many different tools are used throughout the process it can become aware to organisations what is effective and what is not effective within their marketing communication tools. Throughout looking into the marketing communications of both London Fashion Weekend and International Confex many things have become apparent from favoured traditional methods that have been used by both compared to methods that are used so differently due target audiences and event types.

Also when linking all of these factors to Schramm's communication model it highlights how different target audiences receive and perceive messages that are being sent to them by organisations depending on the form and medium that it is being sent in. Overall based on this model it would appear that both events were able to communicate with their targeted audiences. But there were some areas upon which the communication became confused due to the way the message was being sent. This happened within London Fashion Weekends advertising as messages were communicated but were confused with London Fashion Week which shows that they had not created a unique enough form within the chosen medium to stand out from London Fashion Week and truly advertise what the event is due to the continuous link with London Fashion Week. Although International Confex used many factors in different ways they were able to send messages through industry related media which directly impacts their chosen target audiences of industry professionals both specialists and generalists as this is the media that they will consume within their jobs. The message that was sent by International Confex through marketing communications was received by their consumers which then brought them to the event and feedback was given through their web presence such as Twitter.

Whereas London Fashion Weekend were able to communicate effectively through different forms such as their web presence overall having many members a part of their social media site being able to create constant updates with an easy navigational website. This highlights that they are able to reach more consumers than International Confex therefore having greater communication and exposure with their messages within their web presence. They have utilized modern advertising and communication method successfully through the creation of communities for London Fashion Weekend and the event which develops a relationship with their consumers. But each have achieved their own success and help successful events which all couldn't be done without marketing communication.

Marketing communications are used in unique and different ways within every organisation and event as each have different overall objective, communication objectives and target audiences. Therefore meaning that communication will be received differently by consumers as Schramm’s model highlights consumers will decode the messages sent differently and interpret them at freewill which shows the importance of target audience analysis and understanding so that organisations are able to communicate in tune with their consumers needs. Events organisers will always have areas of improvement within their marketing communications as there are so many advances in technology and the way in which media is received by consumers. Which is why they have to remain versatile to these changes for the communication to be effective and efficient enough to send the correct message.