Marketing communications (integrated marketing communications)

Marketing communications is the combination of personal and nonpersonal efforts companies use to inform and influence customers. Marketing communications, also referred to as integrated marketing communications, is a relatively new industry term created to emphasize the fact that promotion is more than just ADVERTISING and PERSONAL SELLING. Often consumers and some businesspeople perceive marketing to be simply these two activities, but marketing communications is a coordinated effort that includes SALES PROMOTION, DIRECT MARKETING, and PUBLIC RELATIONS. Generally the goal of any marketing communications effort is to inform, persuade, or remind consumers about a company’s offerings. Advertising is one element within an overall marketing communications strategy. Advertising is paid, nonpersonal communication using any masscommunication channel to try to gain awareness and adoption of a company’s PRODUCTs. Sometimes, especially in business-to-business marketing, advertising is not an important or effective way to promote a product, and there may be limited advertising options in some markets. In markets where advertising is not effective or available, often personal selling is a critical element in marketing communications. Whether conducted face-to-face or electronically, personal selling allows marketers to measure the effectiveness of their message, tailor the presentation to the specific audience, and generate immediate results. While personal selling is often quite effective, it is relatively expensive and depends on the ability of the salesperson. Sales promotion, an important part of a firm’s marketing communications strategy, uses coupons, samples, premiums, point-of-purchase displays, contests, rebates, and TRADE SHOWS for marketing communications purposes. Coupons, samples, and rebates often are needed to get consumers to try a different product from the one they usually purchase. Point-of-purchase displays appeal to consumer impulse purchases; and premiums, items given or provided at a discount price, are likewise used to encourage purchases. Like each of the other aspects of marketing communications, sales promotions should be coordinated to achieve the overall marketing goal. Direct marketing communications are, as the term suggests, efforts targeted directly to final customers. DIRECT MAIL, TELEMARKETING, e-mail, and direct-response television are popular methods of direct marketing. Public relations are also part of marketing communications. In the last decade, U.S. businesses have increased their public-relations communications to customers, employees, DISTRIBUTION CHANNEL members, stockholders and community members. With today’s electronic communications, firms can respond quickly to public concerns, rumors, and market changes. Businesses often cultivate relationships with media representatives in the hope of generating positive publicity, which is almost always more credible than paid advertising. When coordinated, effective public relations reinforce the marketing message companies want to present to consumers. The concept of marketing communications emphasizes coordination of each aspect of a firm’s promotion strategy.