Download - Training: Marketing Communication (Premium)
Corporate & Marketing
Communication
Market Mix
Product
Price
Promotion
Place
What is the difference
between MARKETING and
MARKETING COMMUNICATION
Corporate Communication
Marketing Communication
Marketin
g
Marketing communication focuses on
product and services. It applies to
demand generation and product positioning
Corporate communication focuses on
relationship and image. It also
focus on litigation, mergers
and acquisitions.
Companies use corporate
communication and not
marketing communication
to wrestle.
Corporate communication
• Public Relation– Media Relation
– Crisis Communication
– Speech writing
• Corporate Social Responsibility #CSR
• Government Relation
• Investor Relation
Corporate communication
• Community Relation
• Internal Relation
• Customer Relation
• Propaganda
PR Tools• Town hall meetings• Press Release
– How to write public communications like press release
• Courtesy Visits
People mistake public relation for corporate communication, so it can be said that
“Public Relation simply means an integrated corporate communication
strategy”
They are interchangeable!
• 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.
Marketing Communication
It is a promotion process that involves using
Messages through Media to communicate to the
Market.
Marketing Communication
• This 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
“Brands are emotional
Products are logical”
Marketing Communication 6 steps process
• Define Objective
• Identify and understand your target
audience
• Articulate Strategies– Fact finding, Research, Meetings
• Evolve key messages– Note brand promise
• Develop a plan/program
• Evaluate measure track
Marketing Communication
• Advertising– Television production, graphic design, radio production,
merchandise
• Experiential marketing/Alternative• Event• Out-door advertising• Street activation• Identity
Marketing Communication
• Direct marketing
• Publication/Broadcasting
• Channels/Point-of-Sales Management
• Sponsorship
Marketing Communication
• Product placement
• Sales Promotion
• Media Planning & Buying
• Media Independence
Marketing Communication
• Integrated Marketing
It 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.
What is• your desired outcome? Images, Identity, or Sales.
• the consumer’s benefit?• the evidence or fact?
There are 3 major things to consider:
4 Types of Communication Strategy
• Unique selling points –based| Colgate toothpaste
• Brand image based | Apple
• Positioning | Avis – “We are #2 and trying harder”
• Parity breaking – for similar company e.g. Banks: GTB, Skye Bank
Crisis Communication 9 steps process
• Verify the situation• Notify and
Coordinate• Crisis assessment
and activation• Organize assignment• Prepare information
and obtain approval
• Release public information– Some information should be private and
others public
• Feedback and Evaluation response
• Public Education• Monitor Events
Crisis Communication 9 steps process
• Take responsibility for actions, but don’t take blame for negatives.
• Don’t be defensive. Simply say “We are sorry.”
Crisis Communication
“To sell a brand, you have to think,
plan and adapt”
The
End