Advertising & Marketing Communications

Marketing communications are messages that are for commercial communication. Marketing

communications is aimed at selling products using the" four Ps": price, place, promotion, and
product. It also means the strategic planning used by a company to reach their target market
through various forms of communication. The communication process is sender- programming -
broadcast method –and is decipher recipient, which is an integral aspect of any advertising or
marketing program. Understanding the message is the next step in the communication process,
which adopts an imaginative idea to make it into interesting advertisements to be used in various
media (television, radio, magazines, and others. Messages are sent to audiences through different
modes of transmissions. Decoding is when the message reaches one or more of the receiver’s
physical faculties which means that the receiver both hears and sees the messages.
The next step of the marketing communication process occurs when a message is delivered
through a channel or medium. Any impediment that prevents marketing messages from being
competent is known as a barrier because it distorts or disrupts a message. It can happen at any
point in the communication progression. The most popularly used form of sound hindering
marketing communication is clutter. Marketing communications is focused on the
product/service as opposed to corporate communications where the focus of communications
work is the company/enterprise itself. Marketing communications is primarily concerned with
demand generation and product/service positioning while corporate communications deal with
issue management, mergers and acquisitions, litigation, etc.
Contemporary marketing communications are carried out through the internet and effective
social marketing is increasing due to the social media like You-Tube, Face-book and other social
media channels. Most companies that have are using social media advertising are satisfied with
it. They have witnessed massive increases in their businesses using video via YouTube for local
business pages such as Google. Besides Email marketing is directly marketing a commercial
message to a group of people using email. In its broadest sense, every email sent to a potential or
current customer could be considered email marketing. It usually involves using email to send
ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand
awareness. Email marketing can be done to either sold lists or a current customer database.
Basically this means sending email messages with the purpose of enhancing the relationship of a
business with its current or previous customers, to maintain customer loyalty and get repeat
business, find new customers or persuading existing customers to purchase something
immediately, and adding advertisements to email messages sent by other companies to their
customers. Another channel for direct digital marketing is in-product communication  which
delivers marketing content directly to a user's internet-connected device or software application.
In-product marketing content is often very similar to that of email marketing campaigns, but the
segmentation and delivery is more targeted.
Keywords: Advertising & Marketing
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