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Concept
Marketing communications
Summary
Marketing Communications (MC, marcom(s), marcomm(s) or just simply communications) refers to the use of different marketing channels and tools in combination. Marketing communication channels focus on how businesses communicate a message to its desired market, or the market in general. It is also in charge of the internal communications of the organization. Marketing communication tools include advertising, personal selling, direct marketing, sponsorship, communication, public relations, social media, customer journey and promotion.
MC are made up of the marketing mix which is made up of the 4P's: Price, Promotion, Place and Product, for a business selling goods, and made up of 7P's: Price, Promotion, Place, Product, People, Physical evidence and Process, for a service-based business.
Marketing communications include advertising, promotions, sales, branding, campaigns, events, and online promotions. The process allows the public to know or understand a brand and get a clear idea of what the brand has to offer. Brand awareness is the first stage, then brand preference over its competitors is the desired outcome. With growing technology and techniques, the direct participation of customers is made. This is done by including their ideas and creations, in product development and brand promotion. Successful branding involves targeting audiences who appreciate the organization's mission and vision, business values and marketing program.
Advertising is a small but important part of marketing communications; the marketing communications mix is a set of tools that can be used to deliver a clear and consistent message to target audiences. It is also commonly called the promotional mix. Crosier (1990) states that all terms have the same meaning in the context of the 4ps: product, price, place and promotion. Price can send a message to the target audience. For example, comparing a 10 bag, the former may be viewed as a luxury or more durable item. The higher goal of advertising is to establish a relationship between the brand and its target market.
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