Marketing Communication Tools - Introduction

Welcome to the Marketing Communication Tools lesson! Marketing communication tools cover a range of and can be anything from: advertising, communication, direct marketing, personal selling, promotion, public relations and sponsorship. Before considering the different marketing communication tools we must begin with the basics; what is marketing? Marketing encompasses different elements. It is not just about selling or advertising to a consumer, although these are of course important components. Marketing is primarily concerned with consumer satisfaction and product demand and is fundamental for any business, big or small.

Although marketing is not solely about advertising, as mentioned above, it is an important component. Advertising campaigns are about branding and ordinarily aim to establish a brand or raise awareness of that brand, resulting in an increase in sales. Advertising campaigns will relate to the marketing mix, but primarily will focus on promotion and packaging as the vehicles to communicate the intended advertising message. Businesses can do this through different media outlets, depending on the target market they are trying to reach and the budget and resources that they have allocated for the campaign; this would all be a part of their marketing strategy. This chapter will uncover the various types of marketing concepts and techniques and evaluate their usefulness in different business contexts.

Below are some goals and objectives for you to refer to after learning this section.

Goals for this section

  • To understand the definition of marketing and its importance to contemporary business.
  • To have a good grasp of the different marketing theories, their usability and application in different situations.

Objectives for this section

To be able to:

  • Appreciate what advertising campaigns are and what they involve.
  • Identify the different types of marketing strategies.
  • Discuss and evaluate marketing methods and concepts.

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