What are marketing communications?
Marketing
communications is a subset of the overall subject area known as marketing.
Marketing has a marketing mix that is made of price, place, promotion, product
(know as the four P's), that includes people, processes and physical evidence,
when marketing services (known as the seven P's).
How
does marketing communications fit in? Marketing communications is 'promotion'
from the marketing mix.
Why
are marketing communications 'integrated?' Integrated means combine or
amalgamate, or put simply the jigsaw pieces that together make a complete
picture. This is so that a single message is conveyed by all marketing
communications. Different messages confuse your customers and damage brands. So
if a TV advert carries a particular logo, images and message, then all
newspaper adverts and point-of-sale materials should carry the same logo,
images or message, or one that fits the same theme. Coca-Cola uses its familiar
red and white logos and retains themes of togetherness and enjoyment throughout
its marketing communications.
Marketing
communications has a mix. Elements of the mix are blended in different
quantities in a campaign. The marketing communications mix includes many
different elements, and the following list is by no means conclusive. It is
recognised that there is some cross over between individual elements (e.g. Is
donating computers to schools, by asking shoppers to collect vouchers, public relations
or sales promotion?) Here are the key of the marketing communications mix.
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