Marketing communication : Definitions
Syllabus - Part 1
Marketing communications translate the company’s value proposition into compelling narratives that
can establish, maintain, or modify a brand image in consumers’ minds. The goal is to optimize
consumer engagement—that is, the cognitive, emotional, and/or behavioral investment consumers
make in positively interacting with a brand and ultimately increase sales.
Brand activation is a form of experiential marketing integrating several available communication
means in a creative platform in order to activate consumers by stimulating interest and trial and
thereby securing brand loyalty. Brand activation builds brands through interaction with target
audiences by bringing a brand to life through creating brand experiences. It is an effective way to get
people talking about your brand in a way that it translates into a positive long lasting action.
Above the line or theme/image communications try to tell a customer something about the brand to
improve relationships, increase satisfaction,brand awareness, brand preference, which could
eventually lead to a long term purchase increase. It is labeled above the line as advertising agencies
used to earn a 15% commission fee on media space purchased for these above the line
communication tools. A good example of above the line communications are TV advertising or
sponsorship. (Brand awareness, brand preference, satisfaction, loyalty)
Below the line or action communications stimulate purchase and immediate behavior by for example
offering sales promotions for specific groups, sampling gadgets or ads announcing promotions.
Below the line communications are more targeted to specific persons for enhancement of direct
sales. A good example of below the line communications is sales personnel pampering customers to
instigate purchases or in store promotions. (Buying behavior, stimulate purchases)
Unidirectional communication : From the company to the consumer. The company sends a
pre-packaged message.
Bidirectional communication : Give and take conversation, consumers play an active role, taking part
in and shaping the conversation.
Multidirectional communication : The firm communicates with consumers, who then communicate
with each other. To maximize conversations between consumers.
An integrated marketing communications program involves the development, implementation, and
evaluation of marketing communication programs using multiple communication options where the
design and execution of any communication option reflects the nature and content of other
communication options that also makes up the communication program.
= a planning process designed to assure that all brand contacts received by a customer or prospect
for a product, service, or organization are relevant to that person and consistent over time
1
Syllabus - Part 1
Marketing communications translate the company’s value proposition into compelling narratives that
can establish, maintain, or modify a brand image in consumers’ minds. The goal is to optimize
consumer engagement—that is, the cognitive, emotional, and/or behavioral investment consumers
make in positively interacting with a brand and ultimately increase sales.
Brand activation is a form of experiential marketing integrating several available communication
means in a creative platform in order to activate consumers by stimulating interest and trial and
thereby securing brand loyalty. Brand activation builds brands through interaction with target
audiences by bringing a brand to life through creating brand experiences. It is an effective way to get
people talking about your brand in a way that it translates into a positive long lasting action.
Above the line or theme/image communications try to tell a customer something about the brand to
improve relationships, increase satisfaction,brand awareness, brand preference, which could
eventually lead to a long term purchase increase. It is labeled above the line as advertising agencies
used to earn a 15% commission fee on media space purchased for these above the line
communication tools. A good example of above the line communications are TV advertising or
sponsorship. (Brand awareness, brand preference, satisfaction, loyalty)
Below the line or action communications stimulate purchase and immediate behavior by for example
offering sales promotions for specific groups, sampling gadgets or ads announcing promotions.
Below the line communications are more targeted to specific persons for enhancement of direct
sales. A good example of below the line communications is sales personnel pampering customers to
instigate purchases or in store promotions. (Buying behavior, stimulate purchases)
Unidirectional communication : From the company to the consumer. The company sends a
pre-packaged message.
Bidirectional communication : Give and take conversation, consumers play an active role, taking part
in and shaping the conversation.
Multidirectional communication : The firm communicates with consumers, who then communicate
with each other. To maximize conversations between consumers.
An integrated marketing communications program involves the development, implementation, and
evaluation of marketing communication programs using multiple communication options where the
design and execution of any communication option reflects the nature and content of other
communication options that also makes up the communication program.
= a planning process designed to assure that all brand contacts received by a customer or prospect
for a product, service, or organization are relevant to that person and consistent over time
1
