MARKETING

COMMUNICATIONS
ADOTEY FORTUNE
EDML6/022/1020
 Outline of presentation

 Introduction

 Marketing Communications Approach

 The main concepts of Marketing Communications

 The Modern Theories of Marketing Communications

 Requirements of Marketing Communications

 Importance of Marketing Communications

 Introduction
 Marketing communications involve both messaging and media used by an
organization to communicate with the public.
 It is a fundamental and dynamic part of a company's promotional
campaign.
 Communication includes commercial advertisements, direct marketing,
branding, wrapping, Web presence, printed documents, public relations
and events.
 Marketing communication consists of a mixture of prices, promotions,
locations and goods. marketing principles.
 The principles differ somewhat from the introduction of three additional
factors in companies providing goods and services.
Marketing Communications Approach
 The principles of marketing communications are factors controlled
the business and influence the purchasing behaviour of the
customers and potential customers.

 These are referred to as the marking mix.

 In some businesses, they are termed the 4Ps of the marking mix
where in others they are the 7Ps of the marketing mix.

 These are Price, Promotion, Place Product, People, Physical

Evidence, and Process of operations
 Marketing Communications Approach
 Product is what the company supplies to the customers to satisfy
their needs or wants. It is in the form of tangible or intangible
products.

 Price: Price defines the amount that a customer pays for a product.

 Place: Place represents where a supply is acquired for their

customers/clients to access the product.

 Promotion: Promotion is used to make the goods or services known

and accessible to potential buyers. It is an industrial sales strategy.
 Marketing Communications Approach
 People: People refer to workers and others involved in marketing a
product or service, developing it, or managing teams.

 Process: The process defines a range of steps taken to deliver the

product or service to the consumer.

 Physical Presence: There are also two types of physical presence:

evidence that the business's operation or transaction has taken place
and proof that the firm's brand exists.
 Concepts of Marketing Communications
 Marketing communication includes exchange of context,
knowledge and concepts.
 It also about the source and the recipient of the goods and services
and the firm selling its products through the devices of promotion
via, advertisement, publicity, salesmanship and sales promotion.
 Principles of marketing communication principles include;
Identifying and knowing the target group for the company’s products
Distinguishing various forms of competition existing in the market
Main Message Creation that markets the company’s products
Selecting Communication Channels that is appropriate to market the
company’s products
Theories of Marketing Communications

 The theories of marketing communications include source, sender,

message (coded), channel (medium), receiver (decoded), feedback,
and noise (environment).
 Source refers to the person who is directly or indirectly involved in
transmitting a commercial message in the marketing communication
process.
 Sender is the person who initiates a message and is often called the
negotiator or contact source during the communications process.
 Message is the information communicated by words and/or other
signals in terminologies to get an information through.
Theories of Marketing Communications

 Channel or Medium in marketing communication are a mechanism

by which messages are transmitted by telephone, text calls, emails,
video, radio, and social media, and reach their target audience.
 Receiver is the recipient of the message and the purpose of the
message is to be forwarded to them.
 Feedback is a response from the receiver in the marketing
communication process. It indicates how the message has been
perceived, as well as suggesting changes.
 Noise is typically used to distract recipients from marketing
activities in marketing communications.
Requirements of Marketing Communications
 Marketing communication is a competitive tactic that enterprises and individuals
employ to reach their target market.
 It uses multiple communication platforms, including content, platform, and
targeted audience.
 A marketing campaign sets out all companies do to sell its products such as
paying publicity and public relations vary from brand alignment, customer
alignment, and budget alignment. The mainrequirements are:
 Building a Reputation for the goods and services of the firm
 Promoting business events and corporate social responsibility
 Developing slogan and templates of the firm
 Defining special sale preposition for the firm
 The exact location of the firm’s business activities
 Advertising of the company’s operations
Importance of Marketing Communications
There are several benefits to marketing communications. Some of them include:
 Establish a strategic mechanism to maximize their strength, creative ways of promoting
consumer services using different business opportunities and channels.
 The promotion of the vision and goals of the label and the business through awareness
of brand creations.
 Allows the organization to advertise its products in a specific and coherent way by
choosing different marketing and media platforms. This helps firms get competitive
advantage over others.
 Assists the firms in fostering brand goodwill as the element of confidence integrated
into the minds of current and prospective consumers.
 It attracts a new set of clients to patronage the company’s products and services and
also attract the talent for the company talents for development.
 It boosts company’s corporate profits and attracts new investors to invest their financial
resources.
 Marketing communication also helps to create publicity and advertising ideas for
businesses.
 CONCLUSIONS
 Marketing communication is the promotional activities element of
the marketing mix that includes product, price and placement.
 Elements of marketing communication include senders transmitting
messages to receivers via media.
 Many businesses discuss marketing communications in terms of the
marketing communication mix, which is also known as integrated
marketing communications.
 The elements of IMC include advertising, personal selling, public
relations, sales promotions and direct marketing.
 THE END

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