BSBMKG439 Information Brochure Version 2 Done.docx -...

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Success College AustraliaInformation BrochureMarketing Communication IndustryThe Marketing Communication refers to the means adopted by the companiesto convey messages about the products and the brands they sell, eitherdirectly or indirectly to the customers with the intention to persuade them topurchase. In other words, the different medium that company adopts toexchange the information about their goods and services to the customers istermed as Marketing Communication. The marketer uses the tools ofmarketing communication to create the brand awareness among the potentialcustomers, which means some image of the brand gets created in their mindsthat help them to make the purchase decision.Major Types of Marketing Communication1. Advertising - Being the most powerful device of marketingcommunication, advertising offers an extended reach to audience andhigh frequency of message delivery. Since this type of marketingcommunication is expensive, you must consider to make the most of it.Try to use different kinds of advertising media to approach differentkinds of people.2.Public Relations - The second type of marketing communication is publicrelations. PR will help create brand awareness among the customers inmore subtle way. This aspect is what makes Public Relations differentfrom advertising. While advertising promotes products in aggressiveway, self-serving and subjective, PR communicates the product in muchsofter way and more objective. In addition, PR mentioning your productis probably the only type of marketing communication which is free ofcharge.3. Sales Promotion - Discounts are the most favourite type of salespromotion. There are many customers who make spontaneous buying1 |B S B M K G 4 3 9
decision at the time of sale. Seeing this fact, you might start to think,how to make use of this situation.4.Online Media - Many companies use online media as their marketingcommunication device. This could be done by purchasing attractiveadvertisement and place it on promising locations such as onlinenewspapers and magazines. To attract even more audience, they usuallyplace ads with an impressive message on social media such as Facebookor some personal blogsWhat Is Integrated Marketing Communication?
Key Features of Integrated Marketing Communication1.Consistency: the communicator has to ensure the entire ad campaignhas uniform marketing materials, press kits, messages and websites. Aneffective communication helps easy and prompt recognition of theproduct/service2. Measure impact: calculate web hits, public relation impressions andconsumer feedback when the campaign is well though out, it attainssuccess in the long run3.

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