Topic 9 Market Communication (Communication Objectives (Must link to…
Topic 9 Market Communication
is a management process through which an organisation attempts to engage with its various audiences. " (Fill 2013)
is the process by which individuals share meaning
Three Elements of Marketing Communications
Integrated Marketing Communications (IMC)
Push and Pull Marketing
Push marketing reaches potential customers directly
Companies use pull marketing techniques to draw customers into stores
Must link to marketing objectives
Should be set with the information found out from the marketing audit
Think about the critical success factors or the buyers needs
Use SMART objectives
Three Models of Communication
Communication is considered one way process where sender is the only one who sends message and receiver doesn't give feedback or response.
The message signal is encoded and transmitted through channel in presence of noise.
The sender is more prominent in linear model of communication.
Personal e.g. sales personnel, personal e mails and company moderated on line forums
Impersonal e.g. advertising, point of sale displays, sales promotions, search engine marketing and public relations
Word of mouth communication
– The Tasks of Marketing Communications
Public Relations & Publicity