Marketing communications
| Marketing |
|---|
| Management |
| Key concepts |
| Account-based marketing · Activation · Annoyance factor · Attribution · Distribution · Brand licensing · Brand management · Cannibalization · Co-creation · · Consumer behaviour · Consumer culture · Digital marketing · Dominance · Effectiveness · Ethics · Horizontal integration · Influencer marketing · Mix · Pricing · Product marketing · Promotion · Retail · Segmentation · Service · Social marketing · Strategy · Vertical integration |
| Promotional content |
| Advertising · Ambush marketing · Branding · Corporate anniversary · Direct marketing · Franchising · Gender in advertising · Label · Loyalty marketing · Mobile marketing · On-hold messaging · Personal selling · Premiums · Prizes · Product placement · Propaganda · Publicity · Sales promotion · Sex in advertising · Underwriting spot |
| Promotional media |
| Behavioral targeting · Brand ambassador · Counter display unit · Display advertising · Display stand · Drip marketing · Endcap · Gondola · In-game advertising · Mobile advertising · Native advertising · New media · Online advertising · Out-of-home advertising · Point of sale · Product demonstration · Promotional merchandise (merchandising) · Promotional representative · Visual merchandising · Web banner · Word-of-mouth |
| Research |
| Market research · Marketing research · Mystery shopping · Consumer research |
Marketing communications (MC, marcom(s), marcomm(s) or just simply communications) refers to the use of different marketing channels and tools in combination.[1] Marketing communication channels focus on how businesses communicate a message to their desired market, or the market in general. It can also include the internal communications of the organization. Marketing communication tools include advertising, personal selling, direct marketing, sponsorship, communication, public relations, social media, customer journey and promotion.[1]
MC are made up of the marketing mix which is made up of the 4 Ps: Price, Promotion, Place and Product, for a business selling goods, and made up of 7 Ps: Price, Promotion, Place, Product, People, Physical evidence and Process, for a service-based business.[2]
- ^ a b Tomse, & Snoj, 2014
- ^ Kusumawati, Reni Diah; Oswari, Teddy; Utomo, Rooswhan Budi; Kumar, Vikas (2014). "The Influence of 7P's of Marketing Mix on Buying Intention of Music Product in Indonesia". Procedia Engineering. 97: 1765–1771. doi:10.1016/j.proeng.2014.12.328.