Literature and previous research is used for defining the two concepts. endobj This could be a social media campaign, an email newsletter or a community event. 9|S=]�xCN�( �&��,��x|z���"3RW. 0000002657 00000 n <> yq)�C�~Iyo֯)����T���x�QsoS���S����.d�Q��� xref

5 0 obj 2 0 obj 0000000016 00000 n �Z�h.�5�AGv��RVVP$_��j�k)cC�=��g�3�5m��-|���m��/��6�׏ߓ��c��䫲�۲�>}���8�O'�9�����A�Ak#,�7V����DŠo������0�2���|8�Hn�����)��k^� Z����I��cRa 8��s��w������ܡȝEa� ��}��! Overview: As a committee of the Board of Directors, members are responsible for crafting, updating, and overseeing the strategic marketing plan to maintain the integrity of the brand when promoting the organization’s mission; and developing the organization’s marketing message to become (more) broadly recognized as a favorable place for … startxref Each target audience will have different communication needs and in expanding your audience, you will create new targets. 0000001492 00000 n

0000006157 00000 n <> Marketing communication 84 conventional broad marketing communication domains, which have been summarised in Table 3.5. <<4C897FC1660FA941B25C87A4C4541828>]>> What is the role of social media in integrated marketing communications? 0000003567 00000 n

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In order to be able to answer this question, first it is important to define the concepts of social media and integrated marketing communications. Answering this question will provide a knowledge base 0000003340 00000 n x�b```"V�* ��1�0p4���,`y����=++K7�w���?�*�x 0000009351 00000 n endobj



The sequence of planning in establishing the marketing strategy Source: Adapted from Sasu 2005, p. 294 The marketing strategy has a more functional and operative character, defining the brands, the products, the communications and distribution

Marketing communication has a vital role in brand building in the market. 9 0 obj 0000008101 00000 n z�ѡ�l�D�h�òN�aG0�A���%LMZ����q� 0000001930 00000 n 1 0 obj Marketing planning is a sequential process comprising many steps (figure 2). 11 0 obj endobj л��ݭ˪��� 2�MLGu5ĊQ��"�G���Щe&�0L��V�� e����0��_]p�׃�Ûj�vH! the marketing function’s role but increases marketing’s in-fluence (Greyser 1997). %����

While advert ising is comprised of non-personal communications, direct stream

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Figure 2. Mass media advertising, personal selling, public relations, publicity and sales promotion – are the various communication tools that a marketer generally uses to address the communication problem which the brand faces in the market and as a part of product promotion. 0000003812 00000 n <>

As McKenna (1991, p. 68) notes, “Marketing is everything and everything is marketing,” or as Haeckel (1997, p. ix) states, “Marketing’s future is not a function of business, but is the function of … 10 0 obj %%EOF

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endobj 6 0 obj 0000007446 00000 n 0000001386 00000 n Module 1 Introduction to Marketing Communications 1/1 1.1 Introduction 1/2 1.2 The Concept of Marketing as an Exchange 1/3 1.3 The Role of Communication in Exchange Transactions 1/4 1.4 Marketing Communications and the Process of Exchange 1/7 1.5 Defining Marketing Communications 1/10 1.6 The Role of Marketing Communications 1/13 8 0 obj 7 0 obj Marketing communications involve creating and delivering the best message through the best means to your target audience. %PDF-1.5 4 0 obj endobj 0 0000001207 00000 n Organisations usually outsource these functions to different specialist suppliers (O’Sullivan, 2008:39; Shultz & Shultz, 2004:68) and co-ordinate activities through the endobj 45 0 obj <> endobj <>>>


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