The document discusses various aspects of corporate communications and marketing, including marketing communication, integrated marketing communications, and different communication tools. It explains that marketing communication aims to disseminate information about an organization to selected markets in order to induce initial purchases and achieve post-purchase satisfaction. Integrated marketing communications involves blending different communication elements, such as advertising, personal selling, and sales promotion, to communicate consistently with the market. Direct marketing and exhibitions are also discussed as important communication tools.

1. CORPORATE COMMUNICATIONS
AND MARKETING

2. Marketing Communication
 Marketing communication is the process by
which information about an organization
and its offerings is disseminated to
selected markets.
 Communication plays an important role in
facilitating mutually beneficial exchange
relationship between an organization and
prospective buyers.
 The goal of communication is to induce
initial purchases and also to achieve post
purchase satisfaction which will increase
the probability of repeat sales.

3.  marketing communication mix which
include advertising, personal selling, and
sales promotion.
 They should broaden their perspective
to think of integrated marketing
communications the practice of blending
different elements of the communication
mix in mutually increase ways

4.  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
term marketing communicator.
 Traditionally, marketing communication focus on
the creation and execution of printed marketing
direct however, academic and professional
research developed the practice to use strategic
elements of branding and marketing in order to
ensure consistency of message quest throughout
an organization.

5. Concept of Integrated Marketing
Communications
 The form of an integrated marketing
communication strategy requires major
decisions:
 What objectives must the communication strategy
achieve?
 How should the communication be timed and
scheduled?
 How much should be budget for communicating
with target markets, and in which manner should
resources be allocated among communication
activities?

6.  How should the communication process be
evaluated as to its effectiveness, and how
should it be controlled?

7. Tools of integrate marketing

8.  The IMC concept has been growing in popularity
for several reasons.
 First, the increase of thousands of media choices
beyond traditional television has made promotion
a more complicated task. Instead of promoting a
product just through mass media option, like
television and magazines, promotional messages
today can appears in many varied sources.
 Further, the mass market has also fragmented;
more selectivity segmented markets and increase
in niche marketing have been replaced the
traditional broad market group that marketers
promoted to in years past.

9. Benefit of IMC:
Creative Integrity
Greater Marketing Precision
Operational Efficiency
Consistent Message
Cost Saving

10. Better Use Of Media Greater Marketing
Precision

11. Corporate communications and
marketing
 The public relations and marketing can be
distinguish conceptually and their relationship
clarified.
 The marketing communications department
coordinates and manages publicity relating to new
or existing products and also deals with activities
relating to customers. Marketing consists of a
coordinated program of research, product design,
packaging, pricing, promotion, and distribution.

12.  The goal is to attract and satisfy
customers or clients on a long term basis in
order to achieve an organization’s
economic objectives. Its fundamental
responsibility is to build and maintain a
market for an organization’s product or
services It also may manage corporate
advertising

13.  Customer relations activities have
increasingly become a part of corporate
communication as a result of pressure
groups among consumers that try to
extent their influence on an organization.
 Many companies today have a customer
focus or customer orientation. This
implies that the company focuses its
activities and products on consumer
demands

14. Communicate with customers
Discover how they feel about your
offering and brand
Determine what they want from
your company.
Test ideas for quantitative
research.

15. Direct marketing
 Direct marketing is the traditional
promotional/marketing process whereby marketers
use direct contact with consumers or business
buyers with intent of communication information or
bringing about a transaction. Direct marketing is
an attempts to send its messages directly to
consumers, without the use of intervening midea
and focused on driving purchases that can be
attributed to a specific "call-to-action”.

16.  Nowadays, direct marketing is an interactive system that
uses one of more advertising media to effect a measurable
response and or to transaction at any location. Direct
marketing uses a combination of media, is often designed to
elicit a direct response and transactions can occur
anywhere.
 The primary of methods of direct marketing are
telemarketing using telephone sales solicitation, and direct
response in advertising in magazines, newspapers, and on
television and radio, online ordering via internet. However,
direct mail does not equal direct marketing. It is merely one
of the media used within a direct marketing system which
revolves around the data base.

17.  The grown in popularity of direct marketing is due to a
number of factors. Some of these have to do with changes
in consumer lifestyles and technological advancements that
in effect create a climate more conducive to the practice of
direct marketing. In addition, direct marketing programs offer
unique advantages via conventional mass-media
advertising, leading many organizations to shift more of their
marketing budgets to direct marketing activities.
 In direct marketing communication, the creative approach,
although important, has less effect on response rates than
the targeting, the offer and incentive and the utilized.

18. Adver tising: Corporate and product,
Packaging and Design
 A company’s image can be also enhanced or altered
through corporate advertising. This sub function of
corporate communication is different from its product
advertising or marketing communication function in
two ways.
 First, corporate advertising tries to sell the company
itself.
 Second, corporate advertising is issue advertising. It
attempts to do even more than influence opinion about
the company and specific issues that affect the
company.

19.  Corporate advertising can be defined as paid use
of media that seeks to benefit image of the
corporation as a whole rather than its product or
services alone.
 Corporate image advertising should brand a
company the way product advertising brands a
product A major difference between corporate and
product advertising is who pays for each of the two
types of advertising. A company’s marketing
department is responsible for all product related
advertising and its payment.

20.  On the other hand, corporate advertising falls
within corporate communication area and budget
allocated for the activities related to corporate
advertising. This is because corporate advertising
should present a clear identity and image for the
organization.

21.  Some of the reason organizations invest in
corporate advertising campaigns
 Increase sales: through corporate advertising,
companies can draw out features about
themselves that they think will appeal to the public
and as a result, make consumers want to but
products from them.
 Create a stronger reputation the best corporate
advertising creates goodwill and enhances
reputation by letting constituents in on what the
organization is all about, particularly if it does
beneficial thinks that people might not be aware of.

22.  Recruit and retain employees corporate
advertising is also an indirect way of
building morale among employees good
corporate advertising campaign can create
excitement among both potential and
current employees.

23. Exhibitions
 Exhibitions provide a temporary forum for sellers
of a product category to exhibit and demonstrate
their products to prospective buyers. Some
exhibitions exist as marketplaces where buyers
and sellers meet, these are called selling
exhibitions.
 Others such as the Motor show exist purely as
promotional vehicles, with no actual buying and
selling taking place at the exhibition (non-selling
exhibitions). Some exhibitions are open to the
public while other is business vehicles.

24.  Exhibitions can take much form from
humble in store special displays to
conferences to very large international
trade and consumer shows.

25.  Exhibitions account for a substantial part of
marketing communications budget. For
some firm they may be the most important
elements of their promotional activities.
 Exhibitions are concerned with two main
areas of marketing communications:
activities directly related to making sales,
areas which relate to more general
promotion activities.

26.  Some exhibitions are intended primarily as
selling events, where the visitors to the
exhibition would expect to be able to buy
good directly from the exhibitions, while
other exhibitions called non selling
exhibitions exist primarily to show the latest
development in the industry.

27. The stages involved in planning an exhibition as
indicated below:
 Set
objectives
Select which
exhibition to
attend
Plan for
staffing the
stand
Plan
support
promotion
Decide
stand
layout and
contents
Evaluate
and follow-up
Plan the
‘project’-
logistic
Plan follow-up
activities

28. Marketing communication must
have
 Utilize your physical location
 Build and maintain a website
 offer a way to speak to someone
 Be found by your target markets

29. Utilize your physical location

31. offer a way to speak to someone