Marketing Communications
Traditionally, marketing communication practitioners
focus on the creation and execution of printed marketing collateral;
however, academic and professional research developed the practice to
use strategic elements of branding and marketing in order to ensure
consistency of message delivery throughout an organization.
Marketing communications are messages and related media used to communicate
with a market. Those who practice advertising, branding, direct marketing,
graphic design, marketing, packaging, promotion, publicity, sponsorship,
public relations, sales, sales promotion and online marketing are termed
marketing communicators, marketing communication managers, or more briefly
as Marketing communications managers.
Many trends in business
can be attributed to marketing communication; for example: the transition
from customer service to customer relations, and the transition from
human resources to human solutions.
In branding, opportunities
to contact stakeholders are called brand touch points (or points of
contact.) Marketing communication is concerned with the general behavior
of an organization and the perceptions of the organization that are
promoted to stakeholders through these touch points.
Integrated marketing communication
presents aspiration for companies to develop an optimal combination
of communication elements in order to maximize effects and minimize
losses.
Marketing communications
is focused on product/produce/service as opposed to corporate communications
where the focus of communications work is the company/enterprise itself.
Marketing communications
is primarily concerned with demand generation, product/produce/service
positioning while corporate communications deal with issue management,
mergers and acquisitions, litigation etc. Sponsorship
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