Download Marketing communications final exam notes Chapter 1: marketing

Marketing communications final exam notes
Chapter 1: marketing communication process
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Marketing is a set of activities that businesses develop to transfer value, through exchange,
to their customers.
Communication is the process that conveys thoughts and shared meanings between
individuals or organisations and individuals.
Marketing communications represents all the elements of the marketing mix that facilitate
exchanges by targeting the brand to a group of customers; positioning it as distinct from
competiti e ra ds; share the ra d’s ea i g ith its target audie e.
There are 8 marketing communications mix elements. These are advertising, digital
marketing, sales promotion, personal selling, sponsorship marketing, marketing public
relations, direct marketing and packaging & point of purchase communications.
IMC is a communication process involving planning, creation, integration and
implementation of diverse forms of marketing communications that are delivered over time
to a ra d’s targeted usto ers a d prospects.
5 key features of IMC are:
1. Profile the identified target market.
2. Use the related media channels
3. Achieve communication synergy.
4. Influence the target market behaviour.
5. Build customer relationships.
There are four fundamental marketing communication decisions. These are positioning,
targeting, setting objectives and budgeting. The intersection of the marketing
communication fundamental decisions represents the guiding structure for the
implementation decisions about the appropriate mix of: marketing communication tools;
message development and media placement.