Marketing communication

Июль 25, 2022

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Marketing communication

Содержание

2. Communication - definition Communication and communicating Communication – dynamic process of information exchange in a certain
3. Communicating - features Intentional Transactional Symbolic Direct/Indirect
4. Types of communicating Informational/Persuasive/Reactive Internal/external/Intro communicating Verbal/Nonverbal Mass/Group/Individual
5. Nonverbal communication Appearance (clothing, hairstyle, height) Kinesics (body movements, gestures and facial expressions) Proxemics (distance and
6. Laswell’s communication model
7. Shannon-Weaver Communication Model
8. Marketing communication Marketing communication are messages, media channels and tools used to communicate with a market.
9. Promotion mix
10. Advertising Advertising - form of paid, indirect persuasive impact, using mass media as the information carrier.
11. Public relations Public relations is a group of tools used for unpaid presentation of a person
12. Public relations tools
13. Direct sales Direct sales is a group of techniques and tools for achieving the sales process
14. Direct sales system
15. Sales promotion Sales promotion is a group of various techniques used in direct contact with the
16. Sales promotion tools
17. Communication impact
18. Integrated marketing communication IMC is a strategic marketing process specifically designed to ensure that all messaging
19. Marketing communication mix
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Communication - definition
Communication and communicating
Communication – dynamic process of information exchange

in a certain situation and context.

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Communicating - features
Intentional
Transactional
Symbolic
Direct/Indirect

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Types of communicating
Informational/Persuasive/Reactive
Internal/external/Intro communicating
Verbal/Nonverbal
Mass/Group/Individual

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Nonverbal communication
Appearance (clothing, hairstyle, height)
Kinesics (body movements, gestures and facial expressions)
Proxemics

(distance and spatial relationship)
Touch (the transmission of information by physical contact)
Paralanguage (voice signals other than words, the intensity, the pace of the voice).

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Laswell’s communication model

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Shannon-Weaver Communication Model

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Marketing communication
Marketing communication are messages, media channels and tools used to

communicate with a market.

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Promotion mix

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Advertising
Advertising - form of paid, indirect persuasive impact, using mass media

as the information carrier.

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Public relations
Public relations is a group of tools used for unpaid

presentation of a person or organization to create permanent relations with its environment.

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Public relations tools

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Direct sales
Direct sales is a group of techniques and tools for

achieving the sales process using the element of direct contact of the seller with the buyer.

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Direct sales system

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Sales promotion
Sales promotion is a group of various techniques used in

direct contact with the customer, to support the transmission of information, awareness and motivation necessary for purchase.

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Sales promotion tools

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Communication impact

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Integrated marketing communication
IMC is a strategic marketing process specifically designed to

ensure that all messaging and communication strategies are unified across all channels and are centered around the customer.

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Marketing communication mix