Lecture 1: Introduction to Marketing Communication

What is marketing communication? Marketing communication means by which a supplier of goods, services, values and/or ideas represents itself to its target audience with the goal of stimulating dialogue leading to better commercial or other relationships: (Egan, 2015) - The goal of MC is to affect the behaviour of the target audience - The goal of a communication plan is to communicate Product Product development Brand Management Features Benefits Packaging After sales Place Channel Management Retail location Retail image Logistic Promotion Marketing Comms mix Integrated Marketing Communication Price Costs Profit Liquidity Competitiveness Value, Incentives Towards the Integrated Marketing Communication Old Marketing - “Exchange” - Sales, Money, Knowledge etc. - Create relationship - Informing customers New Marketing - “Value” - To the customers - Alter Customer perception - Highlighting benefits for customersfunctional, experiential, psychological Advertising IMC Nineteenth century Twentieth century Twenty-first century Direct and digital marketing Advertising Personal selling Public relations Sponsorship etc