Marketing Communications Addiction

Professions > Marketing/Product

Description

Marketing Communications (or MarCom or Integrated Marketing Communications) are messages and related media used to communicate with a market. Those who practice advertising, branding, direct marketing, graphic design, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales promotion and online marketing are termed marketing communicators, marketing communication managers, or more briefly as marcom managers.

Traditionally, marketing communication practitioners focus on the creation and execution of printed marketing collateral; however, academic and professional research developed the practice to use strategic elements of branding and marketing in order to ensure consistency of message delivery throughout an organization. Many trends in business can be attributed to marketing communication; for example: the transition from customer service to customer relations, and the transition from human resources to human solutions. In branding, opportunities to contact stakeholders are called brand touchpoints (or points of contact.) Marketing communication is concerned with the general behavior of an organization and the perceptions of the organization that are promoted to stakeholders through these touchpoints.

Marketing Communications is often referred to in reference to the MarCom Matrix. This graph shows visually how the various areas of emphasis in Marketing Communications relate to the Big Idea. The six areas usually associated in this representation are: Advertising, Public Relations, Promotions, Direct Marketing, Event Marketing, and New Media.[1]

References

1. ^ http://marcomjones.com/2008/01/21/the-marcom-matrix-explained/