Download the role of marketing communications

THE ROLE OF MARKETING
COMMUNICATIONS
SAMUEL T. RAMOS, JR., MCM.
FACULTY OF ARTS AND LETTERS
DEPARTMENT OF COMMUNICATION &
MEDIA STUDIES
Marketing
communication
is a strategic part
of the marketing process and not merely a single
part thereof. Communication is the message that
is relayed to the customer rather than the nuts
bolts of the technology that delivers it.
Communicating with the customers enables one
to deliver the message to them so that they will
react to it. Consumers are affected by the
communication a brand has with them. This
communication as well as the experience they
have advertisements to the brand’s value in the
mind of the consumer and builds on their
cognitive and emotional ties to a brand.
Marketing communication is how
one gets the messages out to their stakeholders;
this includes all internal and external audiences.
The foundation of marketing communications is
built on an understanding of what the different
stakeholders want to know; for example, one
might communicate the benefits of a product to
the customers and the sales figures to the
shareholders.
 Understanding
the shareholder’s needs
and therefore the key messages comes
from the marketing communication plan;
but how is one going to reach them? The
best chance of successfully getting the
audience to take the desired action, for
example, getting the customer to make a
purchase, is to consider the DRIP analogy.
DRIP stands for differentiate, remind, inform
and persuade and should be a blend of messages
delivered through a number of channels, over a
period of time; this helps keep the key messages
memorable.
MARKETING COMMUNICATIONS: OVERVIEW
OF THE ROLE

Marketing communications involves the creation
and delivery of messages through selected media
to communicate with one or more markets.
Marketing communications play an increasing
number of roles with the expansion of
communication options in areas such as social
media.
TARGETING

Marketing communications target one or more
markets. Which markets to target will depend on
the role of the communication? For example, if
one wants to reach a new market in a different
geographical area that will allow to grow total
market share, the marketing communications
will need to be designed to influence and educate
customers in that new location.
EDUCATION

Marketing communication educates a market
about a company’s products or services, including
how they are different from the competition.
Educational example is promoting the value of a
company’s internal culture so that employees can
be retained longer.
PERSUASION

A primary role for marketing communications is
persuasion. For effective communications, one
must first decide on the objective. Decide if one
is focused on building brand identity or on selling
the company’s products or services. Also
determine the audience. Communications may
persuading potential
employees to join or they may be
center on
intended to attract new customers; in either case,
the persuasion tactics will be different. Decide on
call to action and what specifically one wants
their audience to do.
NEW MEDIA RELATIONS

news media to
report positively on the company
If one wants the
and provide opportunities for one to get media
exposure, marketing communications should be
targeted to that audience. In this role, media
kits can be distributed to educate news media
about the company and encourage them to
distribute press releases and special interest
stories. If a public company, the value of the
stock can be influenced by how the company is
perceived by news media.
MARKETING COMMUNICATION:
SIGNIFICANCE

possible to deduce
It is
that
marketing communications are about the
promotion of both the organization and its
offerings. Marketing communications recognize
the increasing role that the organization plays in
the marketing process, and the impact that
organizational factors can have on the minds of
audiences. As the structure, composition and
sheer number of offerings in some markets
proliferate, so differences between products
diminish, to the extent that it has become much
more differentiate between products.

One way to resolve this problem is to use the
parent organization as an umbrella, to provide
greater support and
leadership
in
the promotion of any offerings, hence the
reference
to
the
emerging
strength of corporate marketing.

A view that is becoming increasingly popular is
that corporate strategy should be supported by
the organization’s key stakeholders if the
strategy is to be successful. Strategy must be
communicated in such a way that the messages
are
consistent
time
through
, and are targeted accurately at
appropriate stakeholder audiences.
MARKETING COMMUNICATIONS AND
PROCESS OF EXCHANGE
Define Information Process
 Explain information processing and attention

INFORMATION PROCESSING

Over the last decade consumer information
seeking and processing has emerged as an
important field of inquiry. It has illustrated that
a cognitive approach provides a very promising
explaining consumer
behavior. Some methods (e.g. information
mode
of
display board, recording of eye fixation) have
been developed in order to capture the process of
information acquisition in brand choice.
Numerous empirical studies have used these
process tracing methods to describe and explain
consumer information processing.

Despite
the
theoretical
empirical
and
interest in this
area methodological contributions are still rather
limited. This applies both to methods of process
data collections as well as to the analysis of such
data once collected.
BASIC ASSUMPTIONS




Key to effective communication understands how
consumers process the vast amount of information
that comes their way each and every day. To cope,
select only that information that one perceives to be
important and ignore the rest. Thus, limit the span of
perception as a way of coping. If the marketing
message is to be selected and process, it must:
-consist of sensory and life experiences that can easily
be identified and transformed into a unified concept.
-have mental relationships to other categorized ideas.
-fit into the categories and mental linkages that
people have already created for themselves.
MODELS OF INFORMATION PROCESSING


1. The replacement model assumes that it is possible
for the marketer to “replace” previously stored
information chunks with new ideas. What is said
does not matter as much as how often and how loud
the message has been transmitted. With enough
exposure, the new will replace the old.
2. The accumulation model of information processing
assumes that message consistency is critical since the
consumer accepts, processes, and stores information
about the product or service relative to what has
already been mentally accepted.
The judgment
system (perceptual consistency) prevents consumers
from having multiple concepts or categories for the
same message. Information that does not fit is
rejected and not filed. That being the case, the need
for integrated marketing communication is not only
needed, but critical to marketing process.
INFORMATION PROCESSING AND
ATTENTION

Information processing is how the incoming
stimuli are converted, or not, into useful
knowledge. The stages of information processing
are
exposure,
attention,
comprehension,
acceptance and retention. Exposure refers to
ensuring that the target audience comes into
contact with the message.
This is obvious
necessary and is an important part of
communication strategy in terms of media
selection, coverage and repeatitions.
ETHICS CHECK
PURCHASE DECISION PROCESS
Needs Recognition
& Problem
Awareness
Post-Purchase
Evaluation
Purchase
Information
Search
Evaluation of
Alternatives
MARKETING COMMUNICATION:
PRINCIPLES AND PRACTICE