This is a summary of the first chapter of the book
"Marketing Communications: discovery, creation and conversations" by Chris Fill and Sarah Turnbull with ISBN 9781292092614.
Introduction
Organizations use marketing communications in different ways to achieve different goals, and
to pursue their marketing and business objectives. “Engagement” refers to the nature of the
communications that can occur between people and between people and technology. Marketing
is closely aligned to an educational context and refers to three types of engagement taken from
a learning perspective:
Cognitive engagement
The degree to which individuals are engrossed and intellectually involved in what they are
learning (messages).
Relational engagement
The extent to which individuals feel connected with their environment.
Behavioral engagement
The extent to which individuals feel involved and participate in activities.
In marketing communications, engagement refers to a range of communications events used
first to expose, and sometimes to capture the attention, captivate and then enable interaction
with an audience. This is often achieved through a blend of intellectual and emotional content.
Engagement may last seconds (advertisement) but can be protracted and last longer.
Organizations operate across different sectors, markets and countries and use a variety of
marketing communications activities to engage with their various audiences (customers,
influencers, supporters). Large and small organizations are all part of a network of companies,
suppliers, retailers, wholesalers, etc. that join together so that each can achieve its own goals.
The concept of marketing as an exchange
The concept of exchange is central to our understanding of marketing. For an exchange, there
must be two or more parties, of which each should offer something of value to the other and be
prepared to enter freely into the exchange process (=transaction). Two forms of exchange:
Transactional exchange (or market exchange)
Occurs independently of any previous or subsequent exchanges. Short term orientation,
primarily motivated by self-interest. E.g. Buy something at a store from which you have never
bought anything.
Collaborative exchange (or relational exchange)
Longer-term orientation and developed between parties who wish to build and maintain long-
term supportive relationships. E.g. When you buy something at the same place regularly.
Elements of a relationship can be observed in all exchanges. As exchanges become more
frequent the intensity of the relationship strengthens, so that the focus is no longer on the
product or price but on the relationship itself. A variety of exchanges occurs and each
organization has a portfolio of differing types of exchange that it maintains with different
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller tvdxelise. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.44. You're not tied to anything after your purchase.
