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CORPORATE COMMUNICATIONS 
AND MARKETING
Marketing Communication 
 Marketing communication is the process by 
which information about an organization 
and its offerings is disseminated to 
selected markets. 
 Communication plays an important role in 
facilitating mutually beneficial exchange 
relationship between an organization and 
prospective buyers. 
 The goal of communication is to induce 
initial purchases and also to achieve post 
purchase satisfaction which will increase 
the probability of repeat sales.
 marketing communication mix which 
include advertising, personal selling, and 
sales promotion. 
 They should broaden their perspective 
to think of integrated marketing 
communications the practice of blending 
different elements of the communication 
mix in mutually increase ways
 Marketing communications are messages and 
related media used to communicate with a market. 
Those who practice advertising, branding, direct 
marketing, graphic design, marketing, packaging, 
promotion, publicity, sponsorship, public relations, 
sales, sales promotion and online marketing are 
term marketing communicator. 
 Traditionally, marketing communication focus on 
the creation and execution of printed marketing 
direct however, academic and professional 
research developed the practice to use strategic 
elements of branding and marketing in order to 
ensure consistency of message quest throughout 
an organization.
Concept of Integrated Marketing 
Communications 
 The form of an integrated marketing 
communication strategy requires major 
decisions: 
 What objectives must the communication strategy 
achieve? 
 How should the communication be timed and 
scheduled? 
 How much should be budget for communicating 
with target markets, and in which manner should 
resources be allocated among communication 
activities?
 How should the communication process be 
evaluated as to its effectiveness, and how 
should it be controlled?
Tools of integrate marketing
 The IMC concept has been growing in popularity 
for several reasons. 
 First, the increase of thousands of media choices 
beyond traditional television has made promotion 
a more complicated task. Instead of promoting a 
product just through mass media option, like 
television and magazines, promotional messages 
today can appears in many varied sources. 
 Further, the mass market has also fragmented; 
more selectivity segmented markets and increase 
in niche marketing have been replaced the 
traditional broad market group that marketers 
promoted to in years past.
Benefit of IMC: 
Creative Integrity 
Greater Marketing Precision 
Operational Efficiency 
Consistent Message 
Cost Saving
Better Use Of Media Greater Marketing 
Precision
Corporate communications and 
marketing 
 The public relations and marketing can be 
distinguish conceptually and their relationship 
clarified. 
 The marketing communications department 
coordinates and manages publicity relating to new 
or existing products and also deals with activities 
relating to customers. Marketing consists of a 
coordinated program of research, product design, 
packaging, pricing, promotion, and distribution.
 The goal is to attract and satisfy 
customers or clients on a long term basis in 
order to achieve an organization’s 
economic objectives. Its fundamental 
responsibility is to build and maintain a 
market for an organization’s product or 
services It also may manage corporate 
advertising
 Customer relations activities have 
increasingly become a part of corporate 
communication as a result of pressure 
groups among consumers that try to 
extent their influence on an organization. 
 Many companies today have a customer 
focus or customer orientation. This 
implies that the company focuses its 
activities and products on consumer 
demands
Communicate with customers 
Discover how they feel about your 
offering and brand 
Determine what they want from 
your company. 
Test ideas for quantitative 
research.
Direct marketing 
 Direct marketing is the traditional 
promotional/marketing process whereby marketers 
use direct contact with consumers or business 
buyers with intent of communication information or 
bringing about a transaction. Direct marketing is 
an attempts to send its messages directly to 
consumers, without the use of intervening midea 
and focused on driving purchases that can be 
attributed to a specific "call-to-action”.
 Nowadays, direct marketing is an interactive system that 
uses one of more advertising media to effect a measurable 
response and or to transaction at any location. Direct 
marketing uses a combination of media, is often designed to 
elicit a direct response and transactions can occur 
anywhere. 
 The primary of methods of direct marketing are 
telemarketing using telephone sales solicitation, and direct 
response in advertising in magazines, newspapers, and on 
television and radio, online ordering via internet. However, 
direct mail does not equal direct marketing. It is merely one 
of the media used within a direct marketing system which 
revolves around the data base.
 The grown in popularity of direct marketing is due to a 
number of factors. Some of these have to do with changes 
in consumer lifestyles and technological advancements that 
in effect create a climate more conducive to the practice of 
direct marketing. In addition, direct marketing programs offer 
unique advantages via conventional mass-media 
advertising, leading many organizations to shift more of their 
marketing budgets to direct marketing activities. 
 In direct marketing communication, the creative approach, 
although important, has less effect on response rates than 
the targeting, the offer and incentive and the utilized.
Adver tising: Corporate and product, 
Packaging and Design 
 A company’s image can be also enhanced or altered 
through corporate advertising. This sub function of 
corporate communication is different from its product 
advertising or marketing communication function in 
two ways. 
 First, corporate advertising tries to sell the company 
itself. 
 Second, corporate advertising is issue advertising. It 
attempts to do even more than influence opinion about 
the company and specific issues that affect the 
company.
 Corporate advertising can be defined as paid use 
of media that seeks to benefit image of the 
corporation as a whole rather than its product or 
services alone. 
 Corporate image advertising should brand a 
company the way product advertising brands a 
product A major difference between corporate and 
product advertising is who pays for each of the two 
types of advertising. A company’s marketing 
department is responsible for all product related 
advertising and its payment.
 On the other hand, corporate advertising falls 
within corporate communication area and budget 
allocated for the activities related to corporate 
advertising. This is because corporate advertising 
should present a clear identity and image for the 
organization.
 Some of the reason organizations invest in 
corporate advertising campaigns 
 Increase sales: through corporate advertising, 
companies can draw out features about 
themselves that they think will appeal to the public 
and as a result, make consumers want to but 
products from them. 
 Create a stronger reputation the best corporate 
advertising creates goodwill and enhances 
reputation by letting constituents in on what the 
organization is all about, particularly if it does 
beneficial thinks that people might not be aware of.
 Recruit and retain employees corporate 
advertising is also an indirect way of 
building morale among employees good 
corporate advertising campaign can create 
excitement among both potential and 
current employees.
Exhibitions 
 Exhibitions provide a temporary forum for sellers 
of a product category to exhibit and demonstrate 
their products to prospective buyers. Some 
exhibitions exist as marketplaces where buyers 
and sellers meet, these are called selling 
exhibitions. 
 Others such as the Motor show exist purely as 
promotional vehicles, with no actual buying and 
selling taking place at the exhibition (non-selling 
exhibitions). Some exhibitions are open to the 
public while other is business vehicles.
 Exhibitions can take much form from 
humble in store special displays to 
conferences to very large international 
trade and consumer shows.
 Exhibitions account for a substantial part of 
marketing communications budget. For 
some firm they may be the most important 
elements of their promotional activities. 
 Exhibitions are concerned with two main 
areas of marketing communications: 
activities directly related to making sales, 
areas which relate to more general 
promotion activities.
 Some exhibitions are intended primarily as 
selling events, where the visitors to the 
exhibition would expect to be able to buy 
good directly from the exhibitions, while 
other exhibitions called non selling 
exhibitions exist primarily to show the latest 
development in the industry.
The stages involved in planning an exhibition as 
indicated below: 
 Set 
objectives 
Select which 
exhibition to 
attend 
Plan for 
staffing the 
stand 
Plan 
support 
promotion 
Decide 
stand 
layout and 
contents 
Evaluate 
and follow-up 
Plan the 
‘project’- 
logistic 
Plan follow-up 
activities
Marketing communication must 
have 
 Utilize your physical location 
 Build and maintain a website 
 offer a way to speak to someone 
 Be found by your target markets
Utilize your physical location
cooperate communication marketing
offer a way to speak to someone
cooperate communication marketing

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cooperate communication marketing

  • 2. Marketing Communication  Marketing communication is the process by which information about an organization and its offerings is disseminated to selected markets.  Communication plays an important role in facilitating mutually beneficial exchange relationship between an organization and prospective buyers.  The goal of communication is to induce initial purchases and also to achieve post purchase satisfaction which will increase the probability of repeat sales.
  • 3.  marketing communication mix which include advertising, personal selling, and sales promotion.  They should broaden their perspective to think of integrated marketing communications the practice of blending different elements of the communication mix in mutually increase ways
  • 4.  Marketing communications are messages and related media used to communicate with a market. Those who practice advertising, branding, direct marketing, graphic design, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales promotion and online marketing are term marketing communicator.  Traditionally, marketing communication focus on the creation and execution of printed marketing direct however, academic and professional research developed the practice to use strategic elements of branding and marketing in order to ensure consistency of message quest throughout an organization.
  • 5. Concept of Integrated Marketing Communications  The form of an integrated marketing communication strategy requires major decisions:  What objectives must the communication strategy achieve?  How should the communication be timed and scheduled?  How much should be budget for communicating with target markets, and in which manner should resources be allocated among communication activities?
  • 6.  How should the communication process be evaluated as to its effectiveness, and how should it be controlled?
  • 7. Tools of integrate marketing
  • 8.  The IMC concept has been growing in popularity for several reasons.  First, the increase of thousands of media choices beyond traditional television has made promotion a more complicated task. Instead of promoting a product just through mass media option, like television and magazines, promotional messages today can appears in many varied sources.  Further, the mass market has also fragmented; more selectivity segmented markets and increase in niche marketing have been replaced the traditional broad market group that marketers promoted to in years past.
  • 9. Benefit of IMC: Creative Integrity Greater Marketing Precision Operational Efficiency Consistent Message Cost Saving
  • 10. Better Use Of Media Greater Marketing Precision
  • 11. Corporate communications and marketing  The public relations and marketing can be distinguish conceptually and their relationship clarified.  The marketing communications department coordinates and manages publicity relating to new or existing products and also deals with activities relating to customers. Marketing consists of a coordinated program of research, product design, packaging, pricing, promotion, and distribution.
  • 12.  The goal is to attract and satisfy customers or clients on a long term basis in order to achieve an organization’s economic objectives. Its fundamental responsibility is to build and maintain a market for an organization’s product or services It also may manage corporate advertising
  • 13.  Customer relations activities have increasingly become a part of corporate communication as a result of pressure groups among consumers that try to extent their influence on an organization.  Many companies today have a customer focus or customer orientation. This implies that the company focuses its activities and products on consumer demands
  • 14. Communicate with customers Discover how they feel about your offering and brand Determine what they want from your company. Test ideas for quantitative research.
  • 15. Direct marketing  Direct marketing is the traditional promotional/marketing process whereby marketers use direct contact with consumers or business buyers with intent of communication information or bringing about a transaction. Direct marketing is an attempts to send its messages directly to consumers, without the use of intervening midea and focused on driving purchases that can be attributed to a specific "call-to-action”.
  • 16.  Nowadays, direct marketing is an interactive system that uses one of more advertising media to effect a measurable response and or to transaction at any location. Direct marketing uses a combination of media, is often designed to elicit a direct response and transactions can occur anywhere.  The primary of methods of direct marketing are telemarketing using telephone sales solicitation, and direct response in advertising in magazines, newspapers, and on television and radio, online ordering via internet. However, direct mail does not equal direct marketing. It is merely one of the media used within a direct marketing system which revolves around the data base.
  • 17.  The grown in popularity of direct marketing is due to a number of factors. Some of these have to do with changes in consumer lifestyles and technological advancements that in effect create a climate more conducive to the practice of direct marketing. In addition, direct marketing programs offer unique advantages via conventional mass-media advertising, leading many organizations to shift more of their marketing budgets to direct marketing activities.  In direct marketing communication, the creative approach, although important, has less effect on response rates than the targeting, the offer and incentive and the utilized.
  • 18. Adver tising: Corporate and product, Packaging and Design  A company’s image can be also enhanced or altered through corporate advertising. This sub function of corporate communication is different from its product advertising or marketing communication function in two ways.  First, corporate advertising tries to sell the company itself.  Second, corporate advertising is issue advertising. It attempts to do even more than influence opinion about the company and specific issues that affect the company.
  • 19.  Corporate advertising can be defined as paid use of media that seeks to benefit image of the corporation as a whole rather than its product or services alone.  Corporate image advertising should brand a company the way product advertising brands a product A major difference between corporate and product advertising is who pays for each of the two types of advertising. A company’s marketing department is responsible for all product related advertising and its payment.
  • 20.  On the other hand, corporate advertising falls within corporate communication area and budget allocated for the activities related to corporate advertising. This is because corporate advertising should present a clear identity and image for the organization.
  • 21.  Some of the reason organizations invest in corporate advertising campaigns  Increase sales: through corporate advertising, companies can draw out features about themselves that they think will appeal to the public and as a result, make consumers want to but products from them.  Create a stronger reputation the best corporate advertising creates goodwill and enhances reputation by letting constituents in on what the organization is all about, particularly if it does beneficial thinks that people might not be aware of.
  • 22.  Recruit and retain employees corporate advertising is also an indirect way of building morale among employees good corporate advertising campaign can create excitement among both potential and current employees.
  • 23. Exhibitions  Exhibitions provide a temporary forum for sellers of a product category to exhibit and demonstrate their products to prospective buyers. Some exhibitions exist as marketplaces where buyers and sellers meet, these are called selling exhibitions.  Others such as the Motor show exist purely as promotional vehicles, with no actual buying and selling taking place at the exhibition (non-selling exhibitions). Some exhibitions are open to the public while other is business vehicles.
  • 24.  Exhibitions can take much form from humble in store special displays to conferences to very large international trade and consumer shows.
  • 25.  Exhibitions account for a substantial part of marketing communications budget. For some firm they may be the most important elements of their promotional activities.  Exhibitions are concerned with two main areas of marketing communications: activities directly related to making sales, areas which relate to more general promotion activities.
  • 26.  Some exhibitions are intended primarily as selling events, where the visitors to the exhibition would expect to be able to buy good directly from the exhibitions, while other exhibitions called non selling exhibitions exist primarily to show the latest development in the industry.
  • 27. The stages involved in planning an exhibition as indicated below:  Set objectives Select which exhibition to attend Plan for staffing the stand Plan support promotion Decide stand layout and contents Evaluate and follow-up Plan the ‘project’- logistic Plan follow-up activities
  • 28. Marketing communication must have  Utilize your physical location  Build and maintain a website  offer a way to speak to someone  Be found by your target markets
  • 31. offer a way to speak to someone