The message, information – the essence of what the source wants to convey to the audience.Īddressee – people to whom the communication is addressed, to whom the source wants to convey its message.Ĭhannel is a way of delivering information to the addressee ( indoor and outdoor advertising, media, and so on). Source – brand, company, or person starting the communication process. There are a number of terms that are used when talking about marketing communications. Let’s list them so that further reasoning is clearer. We change channels, messages, and tools depending on the tasks. The goals may change: we introduced customers to a new product, now we are increasing its sales.
Marketing communications work and develop cyclically. The first stage: analysis – what is happening with the product now (for example, it has just appeared on the market). The second stage is setting the communication problem: what do we want to get in the future (to increase the audience’s awareness of the new product). The third stage – we draw up a strategy on how we will achieve our goal (we will place advertisements on TV and in shopping centers, attract bloggers, and so on). The fourth stage is an assessment of the effectiveness of communication: did you choose the right message and channels, how much you managed to reach the right audience (did people know about the product). Communication is when we came up with a product slogan, shot a video with this slogan, posted the video on a suitable channel (TV or Youtube), got contacts with the audience, and recorded feedback. At the same time, marketing communications are part of the marketing mix along with the price, place of sale, and the product itself.Ĭommunication in marketing is both the message delivery channels, the message itself, and the reaction of the target audience (feedback). The concept of marketing communications is quite broad: it includes public relations, advertising, sales, and sales promotion tools, sponsorship. Marketing communications is a collection of interactions between a brand and society. Basically, everything we say on behalf of a brand/company to people is marketing communication: a sign, a TV commercial, a press release, an article in a magazine, a post on Instagram. You need to communicate appropriately and effectively, based on the market goals and objectives of the company. What are the goals of marketing communications, how the 4 main communication tools work from advertising to sales, and how to build the entire communication chain through marketing channels – in this article.
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