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Marketing communications consist of integrated activities in which the targeted audience is identified and a well coordinated promotional program is prepared to generate the desired response from the audience. In recent years Marketing Communication is used by most of marketers as building customer relationship at the stages of pre-selling, selling, utilization, and post utilization. The channel of communication through which transfers the message from sender to receiver is called media. The portion of the response of the receiver that is sent back to the sender is called feedback.
The unplanned distortion during the process of communication due to which the receiver understands the wrong meaning of the original message is called noise.
The effective message is that where the process of encoding is matched with the decoding of messages. There are certain steps that should be involved in the effective marketing communication process. The first step in the effective marketing communication process is to identify the target audience. In this step the marketing communicator should clear the objectives of the Communication Process.
The target group of the marketing communicator is not much familiar with the new product or its silent features. In this step the marketing communication, communicator focuses upon the design of the message. The self interest of the audience is focused on the rational appeal in which the benefits availed by the usage of the products or services. In this case positive or negative emotions are stimulated to encourage the purchase of the product. In this situation the morality is included in the message to influence the targeted customers. In this step the important issues of the message structure together with the message format is analyzed.
The channels of communication are decided in this step of a marketing communication process, which may take the following two forms. In this channel of communication two or more persons directly communicate with each other like face to face, through the mail, on the telephone, or through a chat on the internet.
Non personal messages are spread through these channels which also excludes the option of feedback. This is the last step of the marketing communication process in which the feedback from the target customers.
Traditionally printed marketing was the whole sole method of conveying the messages to the consumers.

For the above reason, people controlling the marketing communication process are very important for the company. The marketing communication process identifies where the investments are being done and what is bringing more return on investment. The integrated marketing communications is a data-driven approach which identifies the consumer insights and develops a strategy with the right combination of offline and online channels which should result in a stronger brand-consumer relationship.
Selecting the most important communications elements is crucial for the success of company’s business. MSG team comprises experienced faculty and professionals who develop the content for the portal. Management Study Guide is a complete tutorial for management students, where students can learn the basics as well as advanced concepts related to management and its related subjects. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.
Covers an introduction to communication theory relating to integrated marketing communications in marketing. Want more FREE resources?
Most problems of preferences, image and immediate awareness in the target customers is focused by the marketing communication.
Due to differences in customers, different programs of communications are developed for specific segments & niches. The marketing and promotional activities should focus on these steps in order to attract a huge portion of long run customers.
These audiences may be potential customers or other people that can influence the decisions of these customers. In most of the situations, the purchase is required by the marketing communicator, but purchase is made after a prominent customer decision making process. So the marketing communicator should create the awareness and knowledge of its new product and features. Any message that can attract the attention, develop the interest, arousal of desire and stimulate the action is the effectively designed message.
The theme or an appeal is suggested that can bring the desired response from the audience or receiver. In marketing communication of a product, it must be decided that the message must include the conclusion or may keep to the audience to get a conclusion from them. The marketing mix defines the 4Ps of marketing and Promotion is what marketing communications is all about. However, in recent times, emails, sms, blogs, television and company websites have become the trendy way of conveying the organization’s message to the consumers.
It is very important to have a process in place because then your advertising will reap proper benefits.

It has grown manifolds in recent years due to several shifts in the advertising and media industry. But this is not the surety to the success; the new product should also provide superior customer value too. This procedure is best known as AIDA model that can make any message effective and potential. Or the massage presents either only the strengths of the product or both the strengths and weaknesses. For this purpose the buying behavior of targeted customers is analyzed in the light of the New Product.
It is important though that the message you give in one medium should tally with the message provided in other medium. These limitations include high cost and short term duration that cannot generate the desired results from the targeted customers. Generally there are six Stages of Customer Readiness through which a customer pass to make a purchase which are as follow. Besides this the marketing communicator also decides about the content and structure of the message. Moreover the format of the message is also focused on which the size and shape use, eye-catching colors, and headlines etc are decided in the most effective manner. Questions may also be asked to the customers to collect their views about the positive and negative aspects of the new product. You need to be very particular about different messages you are going to convey through different mediums.
For example, you should use the same logo in on your website as the one you use in your email messages. The reason is that the messages to be conveyed through different mediums should be the same.
Some examples of shifts are from media advertising to the multiple forms of communication, from general focus advertising to data based marketing and so on. These days, there are companies that specialize in creating the marketing communications process for you. Similarly, your television messages should convey the same message as your blogs and websites.
They generate the all important reports which will help to allocate the integrated marketing and communications budget.

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