Marketing Communications 

(or MarCom or Integrated Marketing
Communications) are messages and related media used to communicate with
a market. Marketing communications is the "promotion" part of the "Marketing Mix" or
the "four Ps": price, place, promotion, and product.

Those who practice advertising, branding, brand language, 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, marcom
managers.

The communication process is sender-encoding-transmission device-decoding-receiver,

which is part of any advertising or marketing program. Encoding the message is the
second step in communication process, which takes a creative idea and transforms it
into attention-getting advertisements designed for various media (television, radio,
magazines, and others). Messages travel to audiences through various transmission
devices. The third stage of the marketing communication process occurs when a
channel or medium delivers the message. Decoding occurs when the message reaches
one or more of the receiver's senses. Consumers both hear and see television ads.
Others consumers handle (touch) and read (see) a coupon offer. One obstacle that
prevents marketing messages from being efficient and effective is called barrier. Barrier
is anything that distorts or disrupts a message. It can occurs at any stage in the
communication process. The most common form of noise affecting marketing
communication is clutter.[1]

Traditionally, marketing communications practitioners focused 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 - a consistent "look
& feel". Many trends in business can be attributed to marketing communications; for
example: the transition from customer service to customer relations, and the transition
from human resources to human solutions and the trends to blogs, email, and other
online communication derived from an elevator pitch.

Marketing communications is focused on the product/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/service positioning while corporate communications deal with issue
management, mergers and acquisitions, litigation, etc.

*************************

Integrated Marketing Communications (IMC) is the coordination and integration of all

marketing communication tools, avenues, functions and sources within a company into
a seamless program that maximizes the impact on consumers and other end users at a
minimal cost.[1]
[What is IMC?

 Process for managing customer relationships that drive brand value.

 Its foundation is communication

 Cross-functional process for creating and nourishing profitable relationships with

customers and other stakeholders by strategically controlling or influencing all
messages sent to these groups and encouraging data-driven, purposeful dialog with
them.

 Integrated marketing communications (IMC) is the coordination and integration of

all marketing communication tools, avenues, and sources within a company into a
seamless program that maximizes the impact on consumers and other end users at
a minimal cost. This integration affects all firm's business-to-business, marketing
channel, customer-focused, and interally directed communications. [2]
IMC Components

 The Foundation - corporate image and brand management; buyer behavior;

promotions opportunity analysis.

 Advertising Tools - advertising management, advertising design: theoretical

frameworks and types of appeals; advertising design: message strategies and
executional frameworks; advertising media selection. Advertising also reinforces
brand and firm image. [3]
 Promotional Tools - trade promotions; consumer promotions; personal selling,
database marketing, and customer relations management; public relations and
sponsorship programs.

Integration Tools - Internet Marketing; IMC for small business and entrepreneurial
ventures; evaluating and integrated marketing program