Marketing communications is a management process through which an organisation enters into a dialogue with its various audiences. To accomplish this the organisation develops, presents and evaluates a series of messages to identified stakeholders.
Communications Clutter
How many marketing communications messages were you exposed to during the last 24 hours by the following media?
- Television
- Radio
- Magazines
- Newspapers
- Billboards
- Internet Websites
Just how many of these messages can you recall from each of the above media?
A good marketing communications campaign will hold your attention and stick in your memory above the others you see through out the day.
For example how could you forget the “warm belgian chocolate covered fondant” on the M&S advert or the iconic “You’ve been Tango’d”
So, how can good marketing communications be achieved?
The marketing communications strategy:
- Pull Strategies: Used to communicate with end-user customers. these may be consumers but they also may be other organisations within a business to business context.
- Push Strategies: Used to communicate with channel intermediaries, such as dealers, distributors and retailers otherwise known as the “trade” or channel buyers.
- Profile Strategies: Used to communicate with a range of stakeholders, such as the local community, trade unions, suppliers, local and national government.
Key Characteristics of Tools:
