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.
[...] What is marketing communications? General overview Through this document we are going to try and understand what is implied by marketing communications. The presentation is divided 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 the role of marketing communications is. In the fourth part, we'll talk about the marketing communications mix. Finally, in the last part, we will present what are the Factors influencing the composition of the marketing communications mix. [...]
[...] REMINDING is also a very important function of marketing communications. Some organizations are market leaders in Ireland, also they are the biggest spenders when it comes to marketing communications. This is a virtuous circle in which they remind being 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. [...]
[...] We will now develop each tool that can be used in the marketing communications mix. Advertising Is a non-personal form of mass communication (that is to say not face to face) that transmits messages through various media such as radio, TV, newspapers, outdoor and cinema . From the advertiser's point of view, advertising offers control over the message in term of content, timing and place. However some forms of advertising like TV are expensive to produce. Sometimes advertising lacks credibility because the source of the message is not necessarily objective. [...]
[...] The aim is to create a long-lasting relationship with the respondents. Database management is a key factor in direct marketing cause it enables to tailor the messages to suit each individual. Not everyone needs or wants the same things. However some ethical issues are involved like religion, politics, credits cards, children and retired people . Personal selling Used to be transaction-based but the role of sales representatives has developed to become relationship-oriented. Tasks include searching for prospective customers, communicating information about the company's products and services, providing additional services to customers such as consulting or technical support on advice on finance, gathering information about customers. [...]
[...] II) Components of the marketing mix and marketing environment The marketing environment is defined by several components including: -legal issues -regulation -societal/green issues -economical issues -technology -political forces The marketing mix is made out of four different types of decisions. The first one is about product decisions. The term 'product' refers to tangible physical products as well as services. Here are some examples of the product decisions to be made: brand name, functionality, styling, quality, Safety, Packaging, Repairs and support, Warranty, Accessories and services . The second component of the marketing mix is about price decisions. [...]
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