The document outlines the differences between marketing communication and corporate communication, emphasizing that the former focuses on product positioning and demand generation, while the latter centers on relationships and corporate image. It details various aspects of corporate communication, such as public relations and crisis management, and highlights the marketing communication process, which includes defining objectives, understanding audiences, and utilizing promotional strategies. Furthermore, it discusses the integration of marketing communications for maximum impact and the importance of adapting strategies to consumer needs and market conditions.

1. Corporate & Marketing Communication

3. What is the difference between MARKETING and MARKETING COMMUNICATION

5. Marketing communication focuses on product and services. It applies to demand generation and product positioning

6. Corporate communication focuses on relationship and image. It also focus on litigation, mergers and acquisitions.

7. Companies use corporate communication and not marketing communication to wrestle.

8. Corporate communicationPublic RelationMedia RelationCrisis CommunicationSpeech writingCorporate Social Responsibility #CSR

9. Government Relation

10. Investor RelationCorporate communicationCommunity Relation

11. Internal Relation

12. Customer Relation

13. PropagandaPR ToolsTown hall meetingsPress ReleaseHow to write public communications like press releaseCourtesy VisitsPeople mistake public relation for corporate communication, so it can be said that“Public Relation simply means an integrated corporate communication strategy”They are interchangeable!

14. Corporate communication is a planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and it’s public.Note: Corporate communication is part of marketing communication in the long run, because the former is a tool for the latter.

15. Marketing CommunicationIt is a promotion process that involves using Messages through Media to communicate to the Market.

16. Marketing CommunicationThis is a brand manager contrary to what people think. It is not an advert but rather INTELLECTUAL work – and not a design thing.It involves the entire process that begins-enclose, sender-encode-transmission, then device-decode-receiver

17. “Brands are emotionalProducts are logical”

18. Marketing Communication 6 steps processDefine ObjectiveIdentify and understand your target audienceArticulate StrategiesFact finding, Research, MeetingsEvolve key messagesNote brand promiseDevelop a plan/programEvaluate measure track

19. Marketing CommunicationAdvertisingTelevision production, graphic design, radio production, merchandiseExperiential marketing/AlternativeEventOut-door advertisingStreet activationIdentity

20. Marketing CommunicationDirect marketingPublication/BroadcastingChannels/Point-of-Sales ManagementSponsorship

21. Marketing CommunicationProduct placementSales PromotionMedia Planning & BuyingMedia Independence

22. Marketing CommunicationIntegrated MarketingIt is the process by which all marketing communication incidents which includes tools, resources, and functions are integrated into a seamless strategy for maximum impact and minimum cost. This ensures consistency and complementary use of media.

23. There are 3 major things to consider:What is your desired outcome? Images, Identity, or Sales.

24. the consumer’s benefit?

25. the evidence or fact?4 Types of Communication StrategyUnique selling points –based| Colgate toothpasteBrand image based| ApplePositioning | Avis – “We are #2 and trying harder”Parity breaking – for similar company e.g. Banks: GTB, Skye Bank