Marketing Communication

Marketing Communication

Integrated Marketing Communications (MarCom)

  • The science and art of communicating information that the organization wants to make public
  • Customers, prospects, and others form ideas about the brand and company through a variety of sources
  • Builds and reinforces mutually profitable relationships with customers and other important stakeholders
  • Customers are viewed as partners in an ongoing relationship instead of advertising targets
  • Generates synergy by coordinating all elements in the promotional mix into a program that possesses clarity, consistency, and maximum impact

Marketing Communication Components

  • Advertising is a one-way communication that contains four characteristics
    • Persuasive
    • Non-personal
    • Paid for by an identified sponsor
    • Disseminated through mass channels of communication
  • Public relations is a management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the publics upon which its success or failure depends
  • Direct marketing is the process of communicating directly with target customers to encourage response by telephone, mail, electronic means, or personal visit
  • Database marketing is the form of direct marketing that attempts to gain and reinforce sales transactions while at the same time being customer driven
  • Sales promotions are direct inducements that offer extra incentives to enhance or accelerate the product's movement from producer to consumer

Marketing Communication Optimization

  • Segment current and potential customers into groups with certain common awareness levels, predispositions, and behaviors
  • Learn the media habits and lifestyles of these consumer segments
  • Tailor messages that are most likely to reach these segments
  • Deliver messages at times when these segments are most likely to be receptive to these messages