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Marketing communications

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Marketing communications[1] is a multifaceted concept that encompasses various elements and strategies to effectively convey a brand[9]’s message to its target audience. It includes advertising[5], promotions, sales[10], branding, campaigns, and online promotions, with a focus on brand awareness[3] and preference. The price of a product or service can also be a communication tool. The process typically involves developing a marketing plan[4] with clear objectives and action plans. Communication strategies are tailored to specific channels and audiences, and may include both internal and external communications. Different modes of communication, such as one-to-many, many-to-one, one-to-one, and many-to-many are utilized. The ultimate goal is to persuade consumers to make a purchase through tactics like storytelling[6] and imagery. With the rise of the internet[8], communication trends have shifted towards social media[7] platforms and influencer marketing[2].

Terms definitions
1. Marketing communications ( Marketing communications )
1 Marketing communications is a multi-faceted field that encompasses various strategies and channels to promote a company's products or services. It includes advertising, sales, branding, and online promotions, all aimed at building brand awareness and preference among consumers. The process begins with identifying the target market and developing a comprehensive business plan, followed by regular marketing research. The marketing mix, a crucial tool, is used to manage these strategies effectively. Different types of communication and channels, such as print and broadcast media, are tailored according to market needs. This field also delves into the psychology of communication and uses persuasion techniques to influence consumer behavior. With the advent of new media platforms, marketing communications has evolved, allowing for innovative and personalized marketing content. In a nutshell, marketing communications is a dynamic field that requires agility, innovation, and responsiveness for success.
2 Marketing communications is a multifaceted field that involves a variety of strategies and channels to achieve marketing objectives. This includes advertising, promotions, sales, branding, campaigns, and online promotions. The ultimate goal is to enhance brand awareness and preference by sending a clear and consistent message to the target audience. Various strategies are used to tailor messages to specific customer groups and channels. This can involve both external and internal communications, from market research and online presentations to marketing materials and sales pitches. The development of a marketing strategy involves identifying market targets, building a business plan, and conducting continuous research to adapt to changing market conditions. An integral part of this process is the use of different communication models and the understanding of customer psychology. Finally, media platforms, both traditional and digital, are utilized for effective advertising and outreach.
3 Marketing communications is a multifaceted concept that encompasses various elements and strategies to effectively convey a brand's message to its target audience. It includes advertising, promotions, sales, branding, campaigns, and online promotions, with a focus on brand awareness and preference. The price of a product or service can also be a communication tool. The process typically involves developing a marketing plan with clear objectives and action plans. Communication strategies are tailored to specific channels and audiences, and may include both internal and external communications. Different modes of communication, such as one-to-many, many-to-one, one-to-one, and many-to-many are utilized. The ultimate goal is to persuade consumers to make a purchase through tactics like storytelling and imagery. With the rise of the internet, communication trends have shifted towards social media platforms and influencer marketing.
2. influencer marketing. Influencer marketing is a promotional strategy where marketers identify individuals who have a significant sway over prospective buyers' decisions. These influencers, who can range from well-known celebrities to niche experts, are used to indirectly communicate with the target audience, often through social media platforms. The primary aim of influencer marketing is to tap into an influencer's following to influence purchase behaviors and expand a brand's reach. Payment for influencers can vary greatly, with top-tier influencers earning substantial fees for their promotional posts. Besides its benefits, influencer marketing is also subject to guidelines and regulations, most notably from the Federal Trade Commission (FTC), which treats influencer marketing as paid endorsement. Despite its effectiveness, critics warn against overlooking offline influential input, and platforms like Instagram are vigilant against fraudulent influencer activities. Furthermore, studies continue to explore the impact of influencers on consumer behavior and the effectiveness of influencer marketing.

Marketing communications (MC, marcom(s), marcomm(s) or just simply communications) refers to the use of different marketing channels and tools in combination. Marketing communication channels focus on how businesses communicate a message to its desired market, or the market in general. It is also in charge of the internal communications of the organization. Marketing communication tools include advertising, personal selling, direct marketing, sponsorship, communication, public relations, social media, customer journey and promotion.

MC are made up of the marketing mix which is made up of the 4 Ps: Price, Promotion, Place and Product, for a business selling goods, and made up of 7 Ps: Price, Promotion, Place, Product, People, Physical evidence and Process, for a service-based business.

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