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About Marketing and communications

Photo: Children running 

What is it?

Marketing communications is a subset of the overall subject area known as marketing.

Marketing has a marketing mix that is made of price, place, promotion, product (known as the four P's), that includes people, processes and physical evidence, when marketing services (known as the seven P's).

 
How does marketing communications fit in?

Marketing communications is 'promotion' from the marketing mix.

 
Why are marketing communications 'integrated?'

Integrated means combine or amalgamate, or put simply the jigsaw pieces that together make a complete picture. This is so that a single message is conveyed by all marketing communications.

Different messages confuse your customers and damage brands. So if a TV advert carries a particular logo, images and message, then all newspaper adverts and point-of-sale materials should carry the same logo, images or message, or one that fits the same theme. Coca-Cola uses its familiar red and white logos and retains themes of togetherness and enjoyment throughout its marketing communications.

 
Marketing communications has a mix

Elements of the mix are blended in different quantities in a campaign. The marketing communications mix includes many different elements, and the following list is by no means conclusive. It is recognised that there is some cross over between individual elements (e.g. Is donating computers to schools, by asking shoppers to collect vouchers, public relations or sales promotion?).

 

Key elements of the mix include:
  • personal selling
  • promotion
  • public relations (and publicity)
  • direct marketing
  • trade fairs and exhibitions
  • advertising (above and below the line)
  • sponsorship
  • packaging
  • merchandising (and point-of-sale)
  • E-marketing (and Internet promotions)
  • brands.