MARKETING COMMUNICATION

THE MAIN TYPES OF MEDIA AND INTEGRATED MARKETING

MARKETING COMMUNICATION MEDIA
CREATIVE STRATEGY AND THE ADVERTISING IDEA
STRUCTURE AND ROLES OF COMMUNICATION AGENCY

ROWELL B.
SERRANO
Discussant
 THE MAIN TYPES OF MEDIA AND INTEGRATED
Print marketing
Print marketing is a traditional type of marketing
that uses printed publications to advertise products
and services. Two of the most common outlets that
marketing professionals use for print marketing
are newspapers and magazines. This is because
newspapers and magazines publish content
periodically, which can allow for marketing
professionals to reach audiences in multiple
issues. Newspapers and magazines also typically
offer advertising slots at affordable costs. This can
be valuable to marketing professionals who want
to keep their expenses low.
One specific benefit to advertising in magazines is
that magazines typically focus on a specific topic
that caters to a certain demographic, so marketing
professionals can place their advertisements in a
magazine related to the company or product
they're promoting.
MARKETING
Radio marketing
Radio marketing is a form of broadcast
marketing that shares advertisements over
the radio. Due to the number of radio stations
in different genres and locations, radio
marketing can effectively reach various
audiences and demographics by playing
advertisements on multiple stations. Radio
advertisements also typically have low costs,
which can help marketing professionals by
allowing them to run more advertisements
than they might be able to if the slots were
more expensive.
Television marketing
Television marketing is another type of
broadcast marketing that gives companies the
opportunity to promote their products during
television broadcasts. This might include
commercial breaks during television shows or
films, segments on news broadcasts or product
placement in television or film projects.
Television marketing is often attractive to
marketing professionals, as it can have an
extensive reach due to the high number of
people who watch TV. Advertisements on
television also provide the chance to use
visual elements, which can attract more
customers by showing them what a product
looks like and connecting specific imagery
with a company.
 THE MAIN TYPES OF MEDIA AND INTEGRATED
Email marketing
Email marketing is a form of interactive
digital marketing that involves sending
emails directly to consumers. An email
marketing campaign might work by sending
informational or promotional emails to
existing customers to encourage them to
make more purchases with a company.
Another email marketing method is to create
a newsletter that consumers can subscribe to
and receive periodically to learn about
company updates or new products. Many
marketing professionals take advantage of
email marketing due to how cheap and easy
it is to use.
MARKETING
Social media marketing
Social media marketing is a form of digital
marketing that allows consumers to interact with
advertisements and promotions on the internet.
There are many different social media platforms,
so companies that use social media marketing
can run several campaigns at once on various
websites. This can help a product or service
reach a wider audience, as audience members
who do not use one social media platform might
have a profile on another.
Social media marketing is also effective because
it offers interactive elements on advertisements,
such as leaving a comment or sharing a post,
which can help companies attract new customers
and interact with consumers by answering
questions and listening to feedback.
Search engine marketing
(SEM)
Search engine marketing is a form of digital
marketing that focuses on bringing new traffic
to a company's website. Many marketing
professionals use search engine marketing by
purchasing advertisements at the top of search
engine results pages or pay-per-click ads that
move certain websites to the top of a search
engine's results. This can attract new traffic to a
website by presenting it to viewers who might
be looking for something similar and directing
them to visit a company's page.
 THE MAIN TYPES OF MEDIA AND INTEGRATED
Content marketing
Content marketing is another form of digital
marketing in which marketing professionals
create internet content to build excitement
around a company or product. While most
marketing campaigns focus directly on
promoting a product, many initiatives in
content marketing spend more time and
effort producing content that's engaging and
has the potential to attract new customers.
This can involve posting on a blog,
producing videos about your business or
related topics and creating interactive
applications like games or surveys.
MARKETING
Mobile marketing
Mobile marketing is a type of interactive digital
marketing that focuses on making online
advertisements compatible with mobile devices.
Due to the growing number of smartphones,
tablets and other mobile devices with internet
access, mobile marketing can be an effective way
to reach audience members by using outlets that
they can access easily and quickly.
This type of marketing may involve putting
mobile ads on social media platforms, search
engines or webpages that invite viewers to
interact with and visit a company's website.
Mobile marketing can also take the form of
videos that play periodically while streaming
films, television shows and other broadcasts
online.
Influencer marketing
Influencer marketing is another form of
digital marketing that involves paying
influencers to promote a company and its
products. An influencer is someone who
establishes a large following on social
media that allows them to share information
with very wide audiences. Influencers can
post photographs, written posts or videos
that show them using a product to promote
a business and encourage their fans to make
a purchase. Influencer marketing can be
especially effective because it often
provides multiple platforms for a product to
be featured on when an influencer has
several social media accounts.
 INTEGRATED MARKETING

TYPES
While integrated marketing
communication might seem like a There are four basic types of
complicated business term, when you integrated marketing
communication: external,
break it down into its parts, you find that internal, horizontal and vertical.
it’s not difficult to comprehend. Basically, By taking these different
elements together to form a
IMC is a way of getting all the various marketing strategy, your
components of your business to work business will be able to achieve
whatever goals you’ve set for it
together to develop and promote a salable in an efficient manner.
product or service.

EXTERNAL
External marketing integration takes
place when your company deals
with outside sources. These sources
can be advertising/marketing
agencies or public relations firms. If
you’re developing a product or a
service, keeping the lines of
communication open with the
people you’re going to use to get
your message out to the world is
important.
INTEGRATED MARKETING
INTERNAL
Internal marketing integration
means that you strive to keep your
employees excited about any new
developments that the company is
involved in. Naturally, if you’re
going to introduce a new product,
you won’t want the workers to
reveal details prematurely, but by
generating excitement among your
own people, that excitement gets
transmitted to others outside the
company.
HORIZONT
AL
Horizontal integration is important
when it comes to actual
development of the product or
service. You’re going to want your
distribution team talking to your
production team and the production
team talking to your financing team.
By making sure that the lines of
communication stay open, you’ll
find your business flowing more
smoothly than if certain groups are
kept out of the loop.
 INTEGRATED MARKETING
VERTICAL
If you focus on vertical
integration, you’ll find that the
product or service that you’re
working on will fit in with the
corporate policy and structure
of the company. By making
sure that the product or service
is aligned with the company's
mission, you should have a leg
up on developing a seamless
production plan.
DATA INTEGRATION
Finally, when you take all of the
different types of integrated
marketing and have your product
developed, you’ll have the
information you need to present
your product to customers. By
engaging in advertising, and
through the judicious use of
public relations, you’ll be able to
apply sales tools to create a
successful product campaign.
 MARKETING COMMUNICATION
MEDIA
Types of Communication Media in Marketing
by Danielle Smyth
Published on 29 Aug 2019

WHAT IS MARKETING MEDIA?

• Marketing has always been a fast-paced industry. Even in the golden age of advertising,
times were changing quickly and if a marketer didn’t keep up, they lost their edge and
likely their jobs. Today, marketers live by knowing how, where and when to reach out to a
customer base — keeping up means that all marketers should know about digital media
marketing.
• Consider the way that companies reach out to you. Are you on a mailing list or a “super
fan” on Facebook? From Snapchat to email, marketers need to be able to reach their
consumers through a method that customers prefer. That’s what marketing media is.
 MARKETING MEDIA
MODERN
TRADITIONAL TYPES OF
TYPES OF MARKETING
MARKETING MEDIA
MEDIA IN-
PERSON
MARKET
ING
 FOUR TYPES OF MARKETING STRATEGIES
STRATEGY NO. 1:
RESEARCH
Before anything related to the ad campaign is done, you should do research on
your target market. When you are researching the client’s target market, you are
looking for three primary components of that demographic: needs, interests and
motivations.
Needs: What the customer buys because they have to, and what is important
enough to the consumer that they consider it a necessity as opposed to a
luxury.
Interests: The consumer isn’t going to be interested in very much as a matter of
course, but you can find out what they are interested in with the right method of
research.
Motivations: Motivations are also relevant to customer data. Generally
speaking, every demographic can be summarized by a common ideology.
Operating at odds with that ideology will likely not endear you to your
consumer.
In all methods of research, confirmation bias is to be avoided at all costs. To
ensure that you have useful data for your ads, you must have impartial data.
Without unbiased data, you run the risk of losing out on a demographic
altogether.
STRATEGY NO. 2:
ONLINE MEDIA
In modern times, most companies use online communication and digital
marketing mediums as their primary marketing device. There is an
excellent reason to do so: A whopping 79% of smartphone users
purchased items primarily off of their phones in 2018. Without reaching
people where they already are, you won’t get the customers you
otherwise could.
Ad space can be purchased online for varying price points. Depending
on the budget you are given, this may be a great option. However, if
your core demographic doesn’t respond to website ads, you may find
very little success. One example of a paid ad that may be effective is the
sponsored result on a Google search.
Other forms of online marketing include the social media outreach that
Alexei was doing in the above example. He knew where his customers
spent time online and utilized the resources that he had. The methods
that Alexei chose were free, which is an important aspect of online
marketing.
 FOUR TYPES OF MARKETING STRATEGIES
STRATEGY NO. 3:
PROMOTIONS
Promotions work to reach people who are outside
of a regular customer base by advertising products
and raising brand awareness. It also serves to paint
a company in a positive light.
One of the most popular forms of promotion is a
discount. There are entire groups and websites
online dedicated to finding sale promotions. By
putting your sales ad where those customers will
find it and share it, you may get some new
customers. Many customers will make spontaneous
purchases if they think that they are getting a good
deal.
STRATEGY NO. 4:
ADVERTISING
While there are expenses incurred for the types of marketing
listed above, paid advertising is a bit different. As part of a paid
marketing strategy, the bulk of the budget can typically be found
with physical advertising.
In-store promotions and other traditional promotional methods
are still in use today. Colorful balloons around a “SALE” sign
outside a business or a large billboard are still ways to get
consumer attention. Depending on your target demographic for
a specific campaign, you may even want to use a physical mailer
or newspaper ad.
Typically, a thorough marketing strategy that lays out exactly
how advertising will occur is prepared. Paid broadcasts,
podcasts, print, TV, radio and even aerial messages are all
strategies that may be used.
 CREATIVE STRATEGY AND ADVERTISING
MEDIA

1. DISPLAY ADS
This includes digital and newspaper advertising.
Digital ads are the updated version of newspaper
advertising; it’s the same concept but in 21st-century
form. It means buying ad space on sites that are of
interest to your target demographic. You can create
text ads, which essentially look just like traditional
print media ads, the floating banner above the site’s
contact and even wallpaper with your product or
service on the site background.
The major difference between display ads and the
ads you find in newspapers is the use of search
engine optimization techniques to reach your target
audiences more effectively when they search for
you. These types of advertisements are typically also
Pay Per Click, which means you bid on keywords
most associated with your service or products and
pay for your results to be at the top of the search
engine search. The another one is Cost Per
Thousand, which means to pay a flat rate to show up
in search results 1,000 times.
3. NEWSPAPERS AND
2. SOCIAL MEDIA ADS MAGAZINES
Pinterest, Instagram, Facebook and pretty
much all social media sites offer relatively
inexpensive advertising. Paid social media
ads are the kind of advertisement that focuses
on reaching your target audience with how
much you pay adjusted to how many see it
and engage with it. Organic social media ads
are the kind of advertisement that generates
lots of word-of-mouth. Say you post
something to your business Facebook page
that offers a free product if followers click
Like and tag a friend — that is the type of
advertisement that is free to post and makes
people aware of what you have to offer.
These kinds of advertisements are
traditional yet no less effective.
Combining this type of advertisement
between local, statewide and national
print media is a great marketing
campaign strategy. Plenty of people
still reach for their morning
newspaper or love to settle down with
a hard copy of a magazine. Also, most
print media now has a digital
presence and can combine these types
of advertisements with its virtual
version.

4. OUTDOOR
ADVERTISING
Now that billboards have gone
digital it’s a huge way to make an
effective statement. Transit ads
are another kind of advertisement
that falls under the outdoors
umbrella — feature your product
or service on buses, taxis, bike
messenger services and pedicabs.
Promoting this way gives you
excellent brand recognition as
these types of advertisements are
seen everywhere daily and make
your offering hard to forget.
CREATIVE STRATEGY AND ADVERTISING
MEDIA
5. RADIO AND
PODCASTS
Verbal promotion is a type of
advertisement that can be repeated
often as part of radio or podcast
shows. You can have a traditional
type of ad recorded to be played
or there is also the chance of
sponsorship. Narrow down the
types of podcasts your target
audience subscribes to or the
station they most listen to for
creating the kind of advertisement
customers like and remember.
6. DIRECT MAIL AND
PERSONAL SALES
Direct mail, or the art of sending a compelling
sales letter by snail mail to your target audience,
can offer a healthy return on investment for small
businesses. The starting point is to identify your
target market, then send an enticing offer out to all
of those prospects. Measuring the responses helps
you to see which type of customers are responding
to this format, so you can use even more precision
targeting with your next mail shot.
In a similar vein, direct or personal sales is still a
big area of advertising, especially for small
businesses. A good salesperson can use his or her
skills to persuade a customer to buy a product. If
the salesperson is especially effective, the
customer will continue to spread the word about
your product through recommendations and
referrals.
 CREATIVE STRATEGY AND ADVERTISING
7. VIDEO
ADS
This type of advertisement engages
with your target customers on a
digital level. Create a short video and
post it on your social media or pay to
have it run on sites like YouTube,
Hulu and blogs. A video ad can be
created by experts from an agency or
even done by your in-house team —
even if that team is comprised of just
yourself.
MEDIA
8. PRODUCT
PLACEMENT
This kind of advertisement is seen
more and more. If you pay for a
podcast host to mention using your
product or pay a television show to
feature a character talking about or
using your service, that is product
placement. You can also talk to
popular YouTube channel hosts
about this type of advertisement.
 CREATIVE STRATEGY AND ADVERTISING
9. EVENT
MARKETING
Paying to sponsor a sports team or
a charity benefit falls under event
marketing. These types of
advertisements mean a large
cross-section of people hear your
brand name and associate it with
that event. Many companies also
look to conventions for this sort
of niche advertisement.
MEDIA
10. EMAIL
MARKETING
A kind of advertisement that is focused on your
existing customers, email marketing involves them
signing up for promotional sales or newsletters
focused on your brand. Email marketing is an
updated customer loyalty promotion and works very
well when you treat customers as insiders with VIP
knowledge.
There are as many ways to utilize types of advertising
as there are kinds of advertising. By diversifying
your approaches in both traditional and digital worlds
as well as focusing on your core target market while
getting the word out about your brand to the people at
large, you can grow by leaps and bounds.
 STRUCTURE AND ROLES OF
COMMUNICATION AGENCIES
BY JOE SHARA ON 29/08/2017
UPDATED AT 29/08/2022

By definition, a communication (marketing) agency is a company that arranges and harmonizes internal and/or
external communication on behalf of its clients.
Internal communication aims to unite the company’s personnel around the company’s objectives. Examples:
internet sites, intranet, company wiki, etc…
External communication aims to promote the company image to the public audience. Examples: internet sites,
social media, commercial pamphlets, web advertising, etc…
There are two types of agencies:
Global communication agencies advise their clients in communication as well as in advertising and direct
marketing.
Specialized communication agencies possess one or multiple expertise in the following areas:
 STRUCTURE AND ROLES OF
COMMUNICATION AGENCIES

Digital marketing Web Social media

Digital marketing agencies develop
advertising campaigns designed for
the web and various digital medias.
Their tactics may include banner
ads, viral campaigns,
email marketing, as well as
campaigns in other medias such as
Google advertising (formerly “
Google adwords”), Facebook
advertising, or mobile advertising
and video.
Web agencies are These are subgroups of digital
marketing agencies. They focus on
specialized in creating using social networks for your
and redesigning business such as Facebook,
Instagram, Twitter, LinkedIn,
websites. They are sub- Pinterest, and other social media to
groups of digital communicate with your clients.
Social media agencies regularly
marketing agencies. monitor social networks, because
Their role is to offer building and maintaining
you web solutions relationships with your clients and
sales leads online is a priority for
adapted to your project. them.
 STRUCTURE AND ROLES OF
COMMUNICATION AGENCIES
Purchase marketing or
Corporate image Shopper activation Print
Generally, these agencies focus These agencies propose Print agencies
on establishing, maintaining, promotional strategies and
and preserving a strong image services to encourage specialize in products
for your company on the customers to buy in retail distributed on paper or
market. They understand your stores. They generally use
complete visual identity, logos, various in-store media and
objects such as
colors, font, sizes, rules for the technologies to create programs pamphlets, leaflets,
use of different elements and throughout the “buying business cards,
their variations, your brand journey.” This allows to
tags, etc stimulate customer trials, brochures, T-shirts, key
loyalty, and purchase rings, etc…
frequency.
 STRUCTURE AND ROLES OF
COMMUNICATION AGENCIES
Public and press
relations Advertising Events
These companies are Advertising agencies Event agencies focus
dedicated to helping the public specialize in creating
understand your company and on organizing and
its products. Their main visual or audio hosting events
objective is to create a strong advertisement and specifically for
image of your company to the consult advertisers.
outside world. Their tactics professionals and
may include press releases, particular
events, articles, and columns individuals/audience.
in trade publications.