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    Widyanto Duta Nugroho
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    The document discusses several topics related to marketing communications including intended vs unintended communication, consistency in business communications, and the importance of having a clear marketing strategy to guide budgeting decisions. It also lists the elements of the traditional marketing mix model along with additional factors such as market research, public relations, and considerations for internal and external communications.

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    The document discusses several topics related to marketing communications including intended vs unintended communication, consistency in business communications, and the importance of having a clear marketing strategy to guide budgeting decisions. It also lists the elements of the traditional marketing mix model along with additional factors such as market research, public relations, and considerations for internal and external communications.

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    16 views4 pages

    1 Nature of MarComm

    Uploaded by

    Widyanto Duta Nugroho
    The document discusses several topics related to marketing communications including intended vs unintended communication, consistency in business communications, and the importance of having a clear marketing strategy to guide budgeting decisions. It also lists the elements of the traditional marketing mix model along with additional factors such as market research, public relations, and considerations for internal and external communications.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    of 4

    THE NATURE OF MARKETING COMMUNICATION

    September 2010

    Ahmad Gamal, S.Ars., M.Si., MUP

    Source: Smith, Berry and Pufolrd. Strategic Marketing Communication, Kogan Page Limited, 1997 pg. 6

    ON communicati onI

    (UN)INTENDED COMMUNICATION
    AND ITS IMPACT ON CREDIBILITY
    DISCUSS: 1. Differences between intended and unintended communication 2. Effect of unintended communications reaching people other than intended receiver 3. How to ensure communications by a business is consistent and less confusing

    Source: Smith, Berry and Pufolrd. Strategic Marketing Communication, Kogan Page Limited, 1997, pg. 10

    ON strategy

    LACK OF STRATEGY
    AND ITS IMPACT ON BUDGET
    DISCUSS: 1. Why is personal selling taking so much weight in this diagram? 2. What is missing from this budgeting?

    Marketing Mix
    The 7Ps + MR + PR
    PROMOTION PLACE PRODUCT PEOPLE PROCESSES PHYSICAL EVIDENCE + MARKET RESEARCH + PUBLIC RELATIONS

    INTERNAL?
    CORPORATE IMAGE & IDENTITY INTERNAL MARKETING COMMUNICATIONS SALES FORCE TRAINING DEALER / DISTRIBUTOR NETWORK RETAILER MERCHANDISING PLANS FIRST CONTACT CUSTOMER SERVICE AFTER SALES SERVICE PRODUCTION QUALITY ASSURANCE MANAGING GLOBAL/INTERNATIONAL BRANDS

    EXTERNAL?

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