Communication desicions

COMMUNICATION DECISIONS

(PROMOTION STRATEGIES)

DANIELA PALOMINO

Marketing communications are messages and related media used to communicate with a market. Marketing communications is the "promotion" part of the "marketing mix" or the "four Ps": price, place, promotion, and product. It can also refer to the strategy used by a company or individual to reach their target market through various types of communication.

Then Marketing communication helps to develop brand awareness, which means that consumers translate product information into perceptions about the product’s attributes and its position within the larger market. Businesses also use marketing communication to retain the product’s current customer base, and to cement relationships with customers and suppliers, notes "Reference for Business." Marketing communication strategy defines the business’s plan for product information dissemination and brand awareness development.

International communication has five ingredients:

1. Advertising: is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
2.  Public relations: involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.
3.  Sales promotion: is the short-term incentives to encourage the purchase or sale of a product or service.
4. Direct marketing: involves making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.
5.  Personal selling: is the personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.

Who is responsible for marketing communications?

Many businesses and universities have dedicated marketing communications departments whose responsibility is to ensure the company or organization’s message is delivered clearly and consistently to their target markets. These individuals may be tasked with actually producing content and materials themselves, coordinating input from other content developers or experts (this is common in highly technical environments), or some combination thereof. Many will hire outside help to have a designer produce these pieces at a higher level. Smaller organizations may manage marketing communications more loosely, with different people all tasked with some piece of the pie and/or coordinating with outside vendors.

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