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Designing and Managing
INTEGRATED
What is the ROLE of Marketing
Communications ?
Marketing communications represent the voice of the company and it’s brands. It is a means by which a firm can
establish LINKS with consumers.
The Changing Marketing Communications
Environment
Technology has changed the way consumers process
communications and how companies convey their brands to
them.
NOW THEN
Marketing Communications,
Brand equity and sales
Over the years companies has focused lesser on advertisements
and more on internet and experiential marketing.
Marketing Communications
M I X
Marketing Communication
Effects
To implement the right communication programs, marketers need to assess which experiences and impressions will have the most influence at each stage of the buying
process.
Marketing Communications activities must
be integrated to deliver a
consistent message and
strategic position.
Tata Sumo associated with the concepts of
“rugged” and “outdoors”
SUMMARY
Role of Marketing Communications
The changing Marketing Communication Environment. Market Communications, Brand Equity and Sales. Marketing Communications Mix. Marketing Communication Effects.
-Dishi Arora
Created By Dishi Arora, IIT
Guwahati, during an internship by
Prof. Sameer Mathur, IIM
Lucknow, www.IIMInternship.com