Marketing communications according to the encyclopedia are messages and related media used to communicate with a market. Marketing communications is the “promotion” part of the “marketing mix” or the “four Ps”: price, place, promotion, and product.
Marketing communication is also a strong, fundamental and complex part of a company’s marketing efforts. Marketing communication also includes advertising, direct marketing, branding, packaging, your online presence, printed materials, PR activities, sales presentations, sponsorships, trade show appearances and more.
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),
Forms of marketing communication include the following:
- Advertising (above and below the line).
- Merchandising (and point-of-sale).
- Email Marketing (and Internet promotions).
The communication process is [sender-encoding-transmission device-decoding-receiver], which is part of any advertising or marketing program. Encoding the message is the second step in the communication process, which takes a creative idea and transforms it into attention-getting advertisements designed for various media (television, radio, magazines), and others. Messages travel, to audiences through various transmission methods. The third stage of the marketing communication process occurs when a channel or medium delivers the message. Decoding occurs when the message reaches one or more of the receiver’s senses. Consumers both hear and see television ads. Others consumers handle (touch) and read (see) a coupon offer. One obstacle that prevents marketing messages from being efficient and effective is called barrier. A barrier is anything that distorts or disrupts a message. It can occur at any stage in the communication process. The most common form of noise affecting marketing communication is clutter.
Social commercials market share is rising, thanks to services like YouTube, Facebook and Vimeo. According to a 2011 study, “88% of all companies that have conducted social media advertising are satisfied with it.”  Indeed, social commercials are steadily permeating our everyday lives, in the forms of billboards, apps, TV, and even print media. There is a large increase of businesses using video via YouTube for local business pages such as Google Local (formerly known as Google Places) which was integrated as part of the Google Plus network in 2010.
Email marketing is a direct marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email marketing can be done to either to a sold list or a current customer database. Broadly, the term is usually used to refer to sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something immediately, and adding advertisements to email messages sent by other companies to their customers.
In branding, every opportunity to impress the organization’s (or the individual’s) brand upon the customer is called a brand touch point (or brand contact point.) Such examples include everything from TV and other media advertisements, event sponsorships, webinars, and personal selling to even product packaging. Thus, every experiential opportunity that an organization creates for its stakeholders or customers is a brand touch point. Hence, it is vitally important for brand strategists and managers to survey all of their organization’s brand touch points and control for the stakeholder’s our customer’s experience. Marketing communications, as a vehicle of an organization’s brand management, is concerned with the promotion of an organization’s brand, product(s) and/or service(s) to stakeholders and prospective customers through these touch points.
For effective marketing, you need to know that marketing communication is one of the best ingredients of marketing. So therefore, Marketing is the beginning and end of a product.
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