This is specifically a book on marketing communications, a text in human behavior for students majoring in advertising, selling, or public relations. It is not concerned with the techniques of advertising, selling, or public relations but with the principles of human behavior to which such techniques must adapt themselves.
Marketing communications inform, persuade and remind customers about products, services and images. Marketing communications techniiques enable manufacturers and retailers to establish and change images, generate sales, and send messages to customers, stockholders, employees, and the firm's various other publics. Sales volume and profits stem from marketers' ability to communicate effectively with customers, suppliers, and other relevant groups.
The combination of the elements, activities, and techniques an organization employs to connect with and persuade the target market to engage in a particular action or response, such as buying a product, using a service, or accepting an idea; the major tools include advertising, sales promotion, public relations, direct marketing, and personal selling.
Marketing communications is a generic term which is used to describe any form of communication with a business's publics. This description includes advertising, sales promotion, direct marketing, public relations and any other personal selling, printed or broadcast message.
The next element of the marketing mix is deciding the appropriate set of ways in which to communicate with customers to foster their awareness of the product, knowledge about its features, interest in purchasing, likelihood of trying the product and/or repeat purchasing it. Effective marketing requires an integrated communications plan, combining both personal selling efforts and non-personal ones, such as advertising, sales promotion, and public relations.
Marketing communications is the combination of personal and nonpersonal efforts companies use to inform and influence customers. Marketing communications, also referred to as integrated marketing communications, is a relatively new industry term created to emphasize the fact that promotion is more than just ADVERTISING and PERSONAL SELLING...marketing communications is a coordinated effort that includes SALES PROMOTION, DIRECT MARKETING, and PUBLIC RELATIONS.
IMC (Integrated marketing communications), also known as relationship marketing, works to interactively engage a specific individual, using a specific message through specific media outlets. The goal is to build a long-term relationship between buyer and seller by involving the targeted individual in an interactive or two-way exchange of information.