Download Marketing communications final exam notes Chapter 1: marketing

Survey
yes no Was this document useful for you?
   Thank you for your participation!

* Your assessment is very important for improving the work of artificial intelligence, which forms the content of this project

Document related concepts

Market segmentation wikipedia, lookup

Advertising management wikipedia, lookup

Retail wikipedia, lookup

Bayesian inference in marketing wikipedia, lookup

Product planning wikipedia, lookup

Social media marketing wikipedia, lookup

Sales process engineering wikipedia, lookup

Food marketing wikipedia, lookup

Affiliate marketing wikipedia, lookup

Segmenting-targeting-positioning wikipedia, lookup

Neuromarketing wikipedia, lookup

Marketing channel wikipedia, lookup

Sports marketing wikipedia, lookup

Marketing research wikipedia, lookup

Target audience wikipedia, lookup

Youth marketing wikipedia, lookup

Ambush marketing wikipedia, lookup

Multi-level marketing wikipedia, lookup

Guerrilla marketing wikipedia, lookup

Digital marketing wikipedia, lookup

Viral marketing wikipedia, lookup

Marketing wikipedia, lookup

Target market wikipedia, lookup

Internal communications wikipedia, lookup

Marketing strategy wikipedia, lookup

Sensory branding wikipedia, lookup

Marketing plan wikipedia, lookup

Green marketing wikipedia, lookup

Multicultural marketing wikipedia, lookup

Marketing communications wikipedia, lookup

Direct marketing wikipedia, lookup

Marketing mix modeling wikipedia, lookup

Global marketing wikipedia, lookup

Street marketing wikipedia, lookup

Advertising campaign wikipedia, lookup

Integrated marketing communications wikipedia, lookup

Transcript
Marketing communications final exam notes
Chapter 1: marketing communication process












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.