What is marketing communications?

Résumé du document

Through this document we will try and understand what is implied by marketing communications. I have divided my presentation into five parts. First of all we'll go through a couple of definitions. Then we'll talk about the components of the marketing mix and marketing environment. In the third part, we'll see what's the role of marketing communications. In the fourth part, we'll talk about the marketing communications mix. Finally, in the last part of the document, I will present the factors influencing the composition of the marketing communications mix. Many definitions have been proposed to define what marketing communications is. First of all, we have to wonder what communication is generally speaking. We can say that communication is a process that involves the exchange of messages between two or more parties. Another approach consists in saying that marketing communications gather most of the promotional elements of the marketing mix, that is to say communications between an organization and its target audience.

Extraits

[...] PR has at its disposal a range of tools including press releases, site visits, speeches, lobbying and publicity. PR is often delivered as new items. This lends them credibility and objectivity in the eyes of the target audience. However journalists and editors usually govern time and content so the organization often lacks control over the message. Publicity Involves 'drawing attention to something by highlighting the issue, event or occasion in the media' (Gunning, 2003) Sponsorship Is a mutually beneficial exchange between two parties. [...]

[...] What is marketing communications? General overview Through this document we are going to try and understand what is implied by marketing communications. I divided my presentation into five parts. First of all we'll go through a couple of definitions. Then we'll talk about the components of the marketing mix and marketing environment. In a third part, we'll see what the role of marketing communications is. In a fourth part, we'll talk about the marketing communications mix. Finally, in my last part, I'll present what are the Factors influencing the composition of the marketing communications mix. [...]

[...] Marketing communications are all about promotion. This means that people have to deal with advertising, public relations, sales promotion, direct marketing, sponsorship, trade shows . III) The role of marketing communications Marketing communications has many functions such as INFORMING. We can quote the example of commercial and non-for-profit organization that use marketing communications to inform target audiences. Another function is to PERSUADE. Indeed, while target audiences may be aware of a company's offerings, they may not be committed to purchasing it. [...]

[...] Other factors include the level of control required (for example we can't always guarantee that the right message is delivered through personal selling) or the company policies (some companies adopt worldwide marketing communications strategies), as well as Government legislation and the profile of senior management team (some managers still consider marketing communications as a cost rather than an investment). Of course the available budget and the competitive and economic environments also play a huge role in the choice of the elements. Indeed in time of economic prosperity, more money is available for marketing communications. I hope this small presentation allows you to understand better what is marketing communication and the elements that it involves. [...]

[...] REMINDING is also a very important function of marketing communications. Some organizations, who are market leaders in Ireland, are also the biggest spenders when it comes to marketing communications. This is a virtuous circle in which they remind successful because they continue to invest heavily in reminding their customers that they exist. They argue that, unless they actively promote their products and services, competitors will take their place. Examples include Coca Cola, Guinness and Nestle. Another function is to REASSURE. [...]