MCC604_C3.pdf - CHAPTER 3 l CORPORATE COMMUNICATIONS AND MARKETING CHAPTER 3 Corporate Communication And Marketing What is Ethics LE ARNI NG OUTCOMES By

MCC604_C3.pdf - CHAPTER 3 l CORPORATE COMMUNICATIONS AND...

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CHAPTER 3 l CORPORATE COMMUNICATIONS AND MARKETING 1 Corporate Communication And Marketing 3 By the end of this topic, you should be able to: Define the roles and responsibilities of Integrated Marketing Concept; 1. Distinguish between public relations and marketing functions of organisations; 2. Define and differentiate among related concepts, including marketing, advertising, 3. and direct marketing. CHAPTER LEARNING OUTCOMES
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CHAPTER 3 CORPORATE COMMUNICATIONS AND MARKETING l 2 INTRODUCTION Through effective communications, marketers attempt to build product category needs, create brand awareness, and facilitate purchases. This chapter reviews theorising regarding corporate communication and marketing, the effect of the major IMC tools including advertising, spon- sorship, the Internet and interactive media, direct marketing and exhibitions. MARKETING COMMUNICATION 3.1 Marketing communication is the process by which information about an organisation and its offerings is disseminated to selected markets. Communication plays important role in facilitat- ing mutually beneficial exchange relationship between an organisation and prospective buyers. The goal of communication is to induce initial purchases and also to achieve post purchase satisfaction which will increase the probability of repeat sales. Figure 3.1 illustrates the goal of communication. Goal of communication Induce Initial purchases Achieve post purchase satisfaction Increase the probability of repeat sales Figure 3.1: Goal of communication
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CHAPTER 3 l CORPORATE COMMUNICATIONS AND MARKETING 3 It is the task of marketing manager to manage the communication process most effectively. For this purpose, marketing manager have their specific communication activities called elements, function, tools or tasks (Kerin & Peterson, 2007). These activities are termed as marketing com- munication mix which include advertising, personal selling, and sales promotion. Figure 3.2 shows some examples of marketing communication mix. Database Marketing Public Relations Direct Mail Direct Response Tele Marketing Integrated Marketing Advertising Marketing Plan Advertising Marketing Plan work Internet Electronic Media Corporate Identity Surveys and Questionnaires Incentives and Promotions Figure 3.2: Examples of marketing communication mix
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CHAPTER 3 CORPORATE COMMUNICATIONS AND MARKETING l 4 Nowadays, marketing managers should not limit their thinking to which communication activ- ity to use when designing communication strategies. They should broaden their perspective to think of integrated marketing communications the practice of blending different elements of the communication mix in mutually reinforcing ways (Kerin & Peterson, 2007). Marketing communications are messages and related media used to communicate with a market.
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