Marketing Communications A Co
Marketing Communications A Co
Marketing Communications A Co
Gianina LALA
Eftimie Murgu University of Reşiţa
gianina.lala@gmail.com
ABSTRACT Marketing communications are the means by which companies try to inform
consumers, to persuade and remind them about products and brands that they sell. In other
words, marketing communications is the ―voice‖ of the product and are a tool to achieve
dialogue and can build relationships with consumers. Marketing communication is an area of
marketing that offers a unique perspective on the entire search marketing industry. This
subfield, consisting of a group of functional activities has existed since modern marketing
began. However, only within the last decade have serious attempts been made to consolidate
personal selling, advertising, packaging, point-of-purchase, direct mail, product sampling,
publicity, and public relations according to ―marketing communication‖. This paper aims to
present various approaches in the literature on marketing communication.
1. Introduction
Clearly communications are going through a big change. They are which make the link
between individual and society. Communication is the tool used by the marketers to persuade
consumers to act as they wish (e.g., to make a purchase, make a donation, to vote, to promote
a retail store). Today, media and communications models that were used over the years,
undergoes fundamental changes. The success of an effective marketing communication
depends on developing a compelling message and delivery of the right audience. Appropriate
ethical aspects focus on identifying and locating specific audiences and content of
promotional messages. This article contains the following structure: (1) first is presented the
integrated marketing communication, namely the definition and devices that includes, (2) the
second part refers to the main components of marketing communication (sender, receiver,
medium, message and feedback), (3) part three includes one of the greatest challenges of the
past century in terms of communication, namely the Internet, and (4) the last part contains
conclusions of the article.
In the last decade, the concept of integrated marketing communication has received wide
attention in the marketing literature (Duncan & Everett, 1993; Schultz et al., 1993; McArthur
& Griffin, 1997; Schultz & Kitchen, 2000), but a ―definition related to this concept is difficult
to establish‖ (Schultz et al., 1993). Integrated marketing communication can take many forms
(Cornelissen & Lock, 2000), but in each case, confidence is given by the coordination of
various marketing communication devices (e.g., advertising, direct marketing, etc.) to create a
unified message. One approach that captures much of the essence of the concept defines the
phenomenon as the coordination of different communication tools for a brand (Krugman et
al., 1994).
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The third form ―integrated communication‖, involves the promotion of brand image and
audience behavior simultaneously, by incorporating tools such as brand advertising,
consumer sales promotions, public relations and direct response mechanisms within the
communication effort (Peltier et al.,1992). In general, this approach reflects a micro level of
integrated marketing communication application by employing integration within a single
communication device such as advertising.
Integrated marketing communication has generated great interest both among academics and
practitioners (Schultz, 1996; Kitchen &Schultz, 1999). Indications of its value, however,
suggest that integrated marketing communication is perceived as a valuable tool and that
nearly two-thirds of consumer product companies employ some form of integrated marketing
communication (Caywood et al., 1991; Duncan & Everett, 1993). One study found that
75% of organizations that were interviewed have adopted integrated marketing
communication (Phelps et at., 1994). However, there is little evidence about the exact
nature of integrated marketing communication in different market contexts (Nowak et al.,
1996). Few data are available on the subject suggests that there is ―some variance among
the various alternatives‖ of integrated marketing communication (McArthur & Griffin,
1997).
3. Communication components
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communication is feedback, which alerts the sender as to whether the intended message was in
fact, received. The figure below shows the basic communications model.
Feedback
(Source: Schiffman, L.G. & Kanuk, L.L., 2008 Consumer Behavior, Ninth Edition, Prentice Hall,
Upper Saddle River, New Jersey)
The sender. The sender, as the initiator of the communication, can be a formal or an informal
source. A formal communications source is likely to represent either a for-profit (commercial)
or a not-for-profit organization; an informal source can be a parent or friend who gives
product information or advice. In most cases, consumers rely on informal communications
sources in making purchase decisions because, unlike formal sources, the sender is perceived
as having nothing to gain from the receiver's subsequent actions. For this reason, marketers
should always encourage and even initiate positive word-of-mouth communications about
their products and services.
The medium. The medium, or communications channel, can be impersonal and interpersonal.
Mass media are generally classified as print (newspapers, magazines), broadcast (radio,
television), or electronic (primarily the Internet).
The message. The message can be verbal (spoken or written), nonverbal (a photograph, an
illustration, or a symbol), or a combination of the two. A verbal message, whether it is said or
written, can usually contain more specific product (or service) information the nonverbal
message. However, a verbal message combined with a nonverbal message often more
persuasive than either would be alone. Nonverbal information takes place in both
interpersonal channels and impersonal channels and often takes the form of symbolic
communication. Often, to achieve greater recognition, marketers develop logos or symbols
that are associated exclusively with their products.
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4. Internet communication
The Internet was one of the biggest challenges of the last century. It had a great impact on
how we communicate information and increase transfers giving us a new range of
opportunities to socialize, work and of course advertising. The Internet is a borderless media
that offers a wide variety of benefits to users and indispensable communications medium for
the world‘s population.
The revolution in information technology has propelled the ―information‖ heading of the most
critical factor in wealth creation (Braun & Holick, 2006; Arlt, 2006). However, the advent of
the Internet revolution has developed marketing information systems (Harmon, 2003).
Internet communications channels penetrated market with incredible speed. Utilization
increased by over 300% between 2000-2009 in the states of the North America. More than
74% of Americans and nearly 50% of Europeans use the Internet frequently, while in
Romania the figure was 34% in September 2009.
Society today is based on knowledge, development of good information, which may give the
company a jump on its competitors provided that it is able to develop, deploy, and manage
powerful new marketing information systems that are capable of converting knowledge rapidly
into customer value (Choi et al. 2007). This can only be achieved when the marketing
function is developed and scaled up on "Internet time" with best-of-class decision support
solutions for sales force automation, marketing, intelligence, marketing research, logistics,
communications, and product development.
With the advent of the Internet, many marketing communication researchers realised that this
new medium would bring new opportunities for the marketing communication process (Heinen,
1996). Some researchers even predict the death of the traditional marketing function (Holbrook &
Hulbert, 2002). New media communication channels have several characteristics in common with
the traditional and new ones. The great advantage for both new media and traditional media is that
it can communicate the desired message to a large audience. Moreover, both types of channels
provides the possibility of using a wide variety of multimedia tools to give a compelling message
form.
In order that marketing communications efforts reach then full potential they need to be
integrated into a co-ordinated framework (Burnett & Moriarty, 1998). Thus, Internet
communication activities need to be integrated in the overall marketing communications mix.
They need also to be coordinated with the operations of the company (Lovelock, 2000). In e-
business, the very distinctions between marketing communications and business operations also
become more diffuse especially at a strategic level (Rowley, 2001).
Werthner and Klein (1999) demonstrates how the Internet has profoundly changed the
production, distribution and consumption of touristic products, concluding that
information and communication technology is probably the strongest driving force for
change in the tourism industry. Dodds et al. (2010) shows that the adoption of
information and communication technology has leveraged the effectiveness and
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According to Buhalis and Spada (2000), the Internet and information and
communication technology supported marketing information system, and transformed
the tourism industry into a truly digital economy, while e-tourism has evoled from a
technology trend to a mainstream tourism business reality, creating opportunities as well
as challenges for both practitioners and researchers in the area (Papathanassis & Buhalis,
2007).
New media has an important advantage (which was taken over by the media), namely to
select channels that transmit messages to the target population. This can be done easily
following the profile of people consuming a product media. Unlike the new media, the
media is extremely expensive. For example, repeated transmission of a message through
a media channel at rush hour. Instead, the Internet is much cheaper (Cassell et al., 1998).
It has the advantage of transmitting a message to a broad audience individually.
Specifically, the theoretical point of view is particularly great advantage of new media:
personalized messaging, considered more compelling, which reach a wide audience.
The Internet presents new ways of interaction. One example is e-communities or virtual
communities in which people with a common interest carry out their social discourse and activities
using the Internet (Barnatt, 1998; Sands, 2003). By participating in such communities companies
can develop many communications (Maclaran & Catterall, 2002). Another example is the
moderated group chat in which groups of customers interact in real time co-ordinated by a
company representative with a commercial motive (van Dolen & de Ruyter, 2002). By using e-
bulletins, newsletters delivered via e-mail, the companies can keep the audience informed about
new features on their website (Sands, 2003).
Besides the advantages presented, new media presents some problems that may limit the
effect of campaigns. An example is the limit for receiving messages that audiences do not
have the necessary knowledge of using these communication channels. This part of the
population is quite high at present, which no longer appropriate traditional
communication channel (radio, TV) that have become part of everyday life.
Unfortunately, for many consumers computers and the Internet have not yet reached this
level.
One of the most important theories that explain people‘s behavior patterns in terms of
media use is use-benefit theory. This approach examines the use of media from a user
perspective; it examines how and why people use different media (Jeffres, 1994).
According to Katz, Blumler and Gurevitch (1974) this approach involves the use of
media is aimed directly and it draws only active media users. Furthermore, users are
aware of their needs and choose a media able to meet their needs.
Severin and Tankard (1997) stated that this theory is a psychological perspective on
communication. It helps to know why and how people use the same media for different
purposes. Similarly, Rubin (1994) stated that the objective is to study the theory of
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psychological needs. People satisfy their intrinsic needs while keeping a certain behavior
is connected to the use of media to acquire certain benefits. Ruggiero (2000) concluded
that the theory use-benefit is a secular theory.
Researchers used qualitative research techniques such as word association (Stafford &
Gonier, 2004), thematic discussion groups (Korgaonkar & Wolin, 1999) and attitude
sounding (Weiser, 2001) to discover the benefits. They identified social‘s escape, social
or affiliate reasons and search of information as the main reason for using the Internet.
Stafford and Schkade (2004) and Leung (2007) used both methods (i.e., literature review
and qualitative study), identifying the main motivations for Internet‘s use: reasons and
entertainment-based process.
Before selecting specific media vehicles, advertisers must select general media categories
that will enhance the message they want to convey. Which media categories the marketer
selects depends on the product or service to be advertised, the market segments to be
reached, and the marketer's advertising objectives. Rather than select one media category
to the exclusion of others, many advertisers use a multimedia campaign strategy.
The Internet is the newest advertising medium, and using it to communicate effectively
with customers; it still represents a challenge to marketers. A recent study (Lee et al., 2005)
identified three groups of factors that marketers should consider when building a Web
site:
(1) providing information search tools such as easy site navigation, complete product
information, and ability to customize the content;
(2) incorporating designs that enhance the enjoyment of the site's users (such as
attractive visuals and colors);
(3) providing tools that support the transaction such as security, ease of entering the
information, stating the rules of the transaction clearly, providing the company
information, and quick response time.
The following table compares the potential persuasive impact of major advertising media
along the dimensions of targeting precision (i.e., the ability to reach exclusively the
intended audience), constructing a persuasive message, degree of psychological noise,
feedback, and relative cost.
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tracking customers recognize that their ads and home pages feedback. there is no
and building home pages are can reinforce and standard
databases. Privacy advertisements and expand promotional measure of
issues make must be designed as messages featured the impact of
targeting more persuasive tools. in other media. online
difficult. advertising.
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Developments in recent years have led to a widespread pessimism on all online associations.
However, Internet‘s use is growing, especially for young and well educated people.
Worldwide, the Internet has become a natural way to obtain information.
5. Conclusions
This marketing communication performs many functions for consumers. More exactly, to the
consumers it can said or it can show how and why it is used a product, by which kind of
person, where and when; the consumers can learn information about who makes the product
and what it choice to represent their company and brand. Marketing communications are
designed to make the consumer aware of the product or service, induce purchase or
commitment, create a positive attitude toward the product, give the product a symbolic
meaning, or show how it can solve the consumer problem better than a competitive product.
In conclusion, we can say that the media choice depends on the product, audiences and
advertising campaign objectives. Each medium has advantages and disadvantages which be
weighed when making the selection media for an advertising campaign. Considering the new
technologies appearence, many advertisers develops now more personalized communications
that can reach consumers more easily.
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