Marketing Communications

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1. Marketing is the business discipline that deals with sending messages to the marketplace about companies and their brands. The term "marketing" encompasses the entire range of marketing activities, of which there are multiple facets. Marketing communication, on the other hand, refers to the specific elements of the marketing function that deal directly with communication with customers. Understanding the difference between marketing and marketing communication can help you to more fully understand the marketing function. 2. Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. Advertising positions a product or service against that of competitors to convey a brand message to consumers and to enhance its value in the consumer's eyes. A television commercial for a brand new automobile emphasizing the car's new features and styling is an example of advertising. 3. Sales promotion includes incentive-offering and interest-creating activities which are generally short-term marketing events other than advertising, personal selling, publicity and direct marketing. Sales promotions include a variety of strategies designed to offer purchasers an extra incentive to buy, usually in the short-term. Examples of sales promotions include cents-off coupons, two-for-the-price-of-one sales and double coupons at the grocery store, all for a limited period of time, 4. Publicity is the deliberate attempt to manage the public's perception of a subject. The subjects of publicity include people (for example, politicians and performing artists), goods and services, organizations of all kinds, and works of art or entertainment. 5. Public relations (PR) is the practice of managing the flow of information between an individual or an organization and the public. Public relations may include an organization or individual gaining exposure to...
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