marketing communication

Introduction

Marketing communication is a critical component of modern business strategies, encompassing various methods and channels to convey messages to target audiences. This synthesis explores the role, strategies, and integration of marketing communications based on insights from multiple research papers.

Key Insights

Role of Communication in Marketing Channels:
- Effective communication strategies enhance channel outcomes such as coordination, satisfaction, commitment, and performance when aligned with channel conditions.
Communication-Based Relationship Marketing:
- Communication, rather than mere persuasion, is foundational to customer-focused marketing efforts, emphasizing the importance of interactivity at corporate, marketing, and marketing communication levels to build strong brand relationships.
Integration of Marketing Communications:
- The integration of traditional and new media (e.g., search, display, mobile, TV, social media) is crucial for effective consumer decision-making. Models like the "bottom-up" communications matching model and the "top-down" communications optimization model are proposed to enhance integrated marketing communication programs .
- Despite the recognized need for integration, achieving it remains challenging due to issues like restrictive language and taxonomy in marketing communications .
Theoretical and Practical Challenges in IMC:
- Integrated Marketing Communications (IMC) is widely endorsed but often lacks empirical support, relying more on rhetoric than on detailed observations of contemporary practices. This highlights the need for more descriptive theories and practical evidence .
Marketing Communications Models:
- Psychological and communications models are valuable for making better marketing decisions, though their practical effectiveness needs further validation through experiments and field studies.
Marketing Communications in Professional Services:
- In professional services like accounting and legal professions, internal challenges such as developing a marketing orientation and reducing implementation barriers are more significant than external communication issues.

Conclusion

Marketing communication is essential for effective channel functioning, relationship marketing, and consumer decision-making. Integrating various media and overcoming theoretical and practical challenges are crucial for optimizing marketing communication strategies. While models and theories provide frameworks, empirical validation and addressing internal barriers in professional services are necessary for practical implementation.

Marketing communication

Summary

Introduction

Key Insights

Conclusion

Sources and full results

Communication Strategies in Marketing Channels: A Theoretical Perspective

Communication strategies in marketing channels enhance channel outcomes by matching channel conditions and minimizing the impact of channel conditions on coordination, satisfaction, commitment, and performance.

A Communication-Based Marketing Model for Managing Relationships

A communication-based model of marketing focuses on interactive communication at three levels (corporate, marketing, and marketing communication) to drive brand value and customer relationships.

Integrating Marketing Communications: New Findings, New Lessons, and New Ideas

Integrating marketing communications across traditional and new media can improve the effectiveness and efficiency of marketing programs.

Integrated marketing communications requires a new way of thinking

Integrated marketing communications requires a new way of thinking, focusing on a more holistic approach to addressing the challenges of integrating disparate promotional activities.

Integrated marketing communications and the language of marketing development

IMC theory relies on rhetoric and teleological reasoning, rather than detailed empirical observations of actual changes in contemporary marketing communications practices.

A marketing communications model

A marketing communications model can aid in making better decisions about product selection, target markets, and advertising media.

Marketing communication

Effective marketing communication is crucial for businesses in the 21st century, with California Lutheran University's graduates working as department managers, marketing representatives, and trade negotiators.

Integrated marketing communications in U.S. advertising

Integrated Marketing Communications (IMC) offers significant value to U.S. advertising agencies and clients in the rapidly changing communications marketspace.

Marketing Communications: A European Perspectives

This book provides a comprehensive overview of marketing communications in a European context, highlighting the importance of branding, communication theories, and e-communications in shaping consumer behavior.

Communications and the Reality of Marketing in Professional Service Firms

Professional services marketers face internal challenges in developing a marketing orientation and reducing barriers to implementation, rather than external challenges in communicating marketing messages to the external market-place.

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