Jul 8th, 2015
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Abraham Lincoln University
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Marketing Communication - An Overview

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Chapter 01Marketing Communication- An OverviewObjectives Marketing Communication Marketing Communication Mix Factors Affecting the Marketing CommunicationMix Marketing Communication ProcessMarketing Communication To inform, persuade, remind the consumers, directly or indirectlyabout brands, offered for sale by the marketers Include various media Print, Television, Internet, Direct mail, Billboards etc. Include various tools Advertising, Public relations, Personal selling etc.Marketing Communication MixAdvertisingExhibitionsSales PromotionPackagingPersonal SellingPoint-of-salePublic RelationsInternetDirect MarketingWord-of-mouthSponsorshipsCorporate identityAdvertising Paid form of non-personal communication Provides information about a product to the consumers Popularizes the product Creates brand image Can also increase the sales. Ability to reach large and diverse consumer market;But Unnecessary exposure to the non specific targetaudienceSales Promotion Marketing devices and techniques which are used to make goods andservices more attractive by providing some additional benefits FormsCustomer promotions,Trade promotions andSales force promotions Basic intentionto stimulate andto push the customers to at least try the products. Given in form ofDis

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