CHAPTER 12 MARKETING COMMUNICATIONS CHAPTER OBJECTIVES 1. To set out marketing communication’s context. 2. To describe some marketing communication objectives. 3. To describe the marketing communication process. 4. To discuss how a marketing communication plan is developed. 5. To consider the nature of marketing communication research. CHAPTER SUMMARY This chapter considers the nature and role of marketing communications. It begins with a look at the marketing communication process and sets marketing communication in the marketing context. It then discusses various marketing communication objectives and investigates various methods of setting the budget. The role of the target-audience in a number of decisions are explored and finally the chapter looks at the future of marketing communication. ANNOTATED LECTURE OUTLINE Point 1 - Introduction. In the past a number of terms have been used in the field of marketing communications the most common of which appear to be ‘advertising’ and ‘promotion’. The origin of these two words help us to define what marketing communications entails, namely the pushing forward of products or services and the turning of the consumer towards the product or service. Once these two elements are met there is a chance of a sale. Marketing communications includes a number of elements that make up the marketing communication mix: advertising, personal selling, sales promotion, publicity, direct marketing and cybermarketing.
Point 2 - The marketing communication process. The marketing communication process can be very complex but it is based on the universal model used in all forms of communication which includes a sender, the message, receivers, a medium and, in the case of two-way communication, feedback. However, this universal model needs to be presented in the context of marketing communications in order that its relevance to marketing is understood. The purpose of a marketing communication campaign can best be described by reference...