The document discusses various components of marketing communications including paid media, traditional advertising, promotions, social media, personal media, and direct media. It also discusses strategic public relations and how ownership of media channels may impact advertising versus editorial content. Finally, it outlines corporate objectives, marketing objectives, and gap analysis in strategic planning.

1. Components

2.  Paid media
 Advertiser has complete control of the message
 None of the usual gatekeepers

3.  Traditional
 Mobile
 Promotion
 Sponsorships and event marketing
 Product placement
 Packaging
 Trade shows and fairs
 Personal selling
 Buzz marketing

4.  Mass media (newspapers, magazines, broadcast
radio, TV, books, movies, the Internet)
 Social media (Facebook, YouTube, MySpace,
Twitter, Ning)
 Personal media (mobile apps, texts, voicemail,
email, podcasts)
 Direct media (telemarketing, mail and email
solicitations)

5.  “Communication management” in Europe
 Involves either internal channels or external
channels
 Attempts to deliver specific messages to specific
groups
 Interconnected with advertising and journalism
 Each communication field disseminates
information differently

6.  Strategic online public relations are interactive and
uncontrolled
 Advertising vs. editorial
 Considerations:
◦ Who owns today’s media channels?
◦ How much does ownership matter in an era of
fragmented audiences?

7.  Corporate objectives identify the desired level of
profit / margin that the organization seeks to achieve.
The corporate strategy for doing this includes:
1. Which products and which markets (marketing department)
2. What facilities are required (operations department)
3. The number and character of employees (personnel
department)
4. What funding is required (finance department)
5. Social responsibility, corporate image (other internal
departments)

8.  Gap analysis explores the shortfall between the
corporate objective and what can be achieved by
various strategies.
 Operations gap can be filled by reducing costs,
improving sales mix, increasing market share.
 Strategy gap can be filled by finding new user groups,
entering new segments, geographical expansion, new
product development, diversification.

9.  Marketing objectives are
concerned with what is sold
(products) and to whom it is sold
(market). There are four possible
combinations of products and
markets
1. New markets
2. Existing markets
3. New products
4. Existing products

10.  Existing Market / Existing Product (A)
 Existing Market / New Product (B)
 New Market / Existing Product (C)
 New Market / New Product (D)
Four Suggested Categories of Objectives
A= Market penetration
B= Product development
C= Market extension
D= diversification

11.  Three Elements of a Marketing Objective
 The attribute chosen for measurement (sales, market
share)
 The particular value selected (ex., 25% of market share)
 For a given operating period (ex., By the end of year
three …)