corporate and marketing communication are two different yet related types of messages created by companies. they are targeted at distinct audiences with varying intentions. corporate communication conveys the beliefs , goals and general image for the company, while on the other hand marketing communication is conveyed to inform the consumer of a good or service.
corporate communication is generally defined as a company's attempt to persuade the public , including the company's consumers ,private investors and the media . corporate communication is the voice by which every company communicates with the outside world and is somehow inclusive of communications regarding investor , government , labor relations and employee development . where
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it could also be generally defined as all the messages and media you deploy to communicate with the market . marketing communication includes advertising , direct marketing , branding , packaging , your online presence , printed materials , PR activities , sales presentations , sponsorships , trade show appearances and more. marketing communication has two objectives . one is to shorten the sales cycle . the other is to create and sustain demand and preferences for the product . shortening the sales cycle means helping sales and channel partners in their efforts to identify , engage and deliver a customer. understanding the process of which the customer buys brings critical insight into how to shorten the sales cycle. marketing communicators should identify how to assist speed up the process.in the case of high-tech products , the sales cycle includes a non negligible amount of customer education in the early stages of the process. marketing communication must focus on creating , packaging and delivering relevant information to the customer throughout the process in order for sales to meet this education need. in general , the communication techniques employed to shorten the sales cycle are by nature more tactical than those used in building a brand . creating preference is often a long term effort that uses communication tools to assist position your product or …show more content…
We do SWOT (Strengths, weaknesses, opportunities, threats) analysis and go through all the benefits (real and emotional) that the product or service fulfills for its customers. We review the key factors that spurred growth, pricing, corporate culture, key players, and we figure out “who you are”, by key players, the president, customer service. Then we create the brand voice first. It’s a wonderful process. Lois Geller – Lois Geller Marketing Group
18 A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer. Seth Godin – Author of Linchpin
19 Brand is the image people have of your company or product. It’s who people think you are. Or quoting Ze Frank, it’s the “emotional aftertaste” that comes after an experience (even a second-hand one) with a product, service or company. (Also, it’s the mark left after a red-hot iron is applied to a steer’s hindquarters.) Ann Handley – MarketingProfs, Author with C.C. Chapman of Content
The marketing idea is tied in with accomplishing corporate objectives by meeting and surpassing client needs superior to the opposition. The best approach to do this is for organizations to consider what value they are proposing to offer to their clients and once this choice is made, choose how to impart this message to their clients/commercial center (Fahy and Jobber, 2012). It is viewed as that there are 3 principle components to the marketing communication mix: tools, media and messages (Baines and Fill, 2014). This essay focuses on the diagram and critique of the initial two of these, tools and media.
Brand; - brand is known as uniqueness in term of what products or service the company provides. Brand is also set of insight or image that represents seller. Brand defines symbol, name, term or feature of company’s service or goods. Example of popular brand is apple, Amazon and Samsung.
According to the Oxford dictionary, a brand can be defined as a type of product manufactured by a particular company under a particular name, with a particular identity or image that is regarded as an asset.
Integrated Marketing Communication (IMC) is a communications process that entails the planning, creation, integration and implementation of diverse forms of marketing communications (advertisements, sales promotions, publicity releases, events, etc) that are delivered over time to a brands targeted customers and prospects. The goal of IMC is ultimately to influence or directly affect the behaviour of the targeted audience. IMC considers all sources of contact that a customer / prospect has with the brand as potential delivery channels for messages and makes use of all communications methods that are relevant to customers /prospects and to which they might be receptive. IMC requires that all of a brands communication media and messages deliver a consistent message. The IMC process further necessitates that the customer / prospect is the starting point for determining the types of messages and channels that will serve best to inform, persuade and induce action. (Shimp 2003)
Marketing is the process of influencing voluntary exchange transaction in which one party to the transition can be envisioned or a customer of the other markets the marketing process involves communication requires a mechanism or system to carry out the exchange of the marketers product for something of value The management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the marketing
Marketing is everywhere. You may not realize it, but every day you are surrounded by marketing ploys trying to get you to buy the latest and greatest thing. Marketing is the management process through which goods and services move from concept to the customer (Businessdictionary, 2016). It includes the coordination of four elements called the 4 P’s of marketing. The 4 P’s are product, price, place, and promotion. You must first identify and develop a product. Then you have to determine the price. Then you must find the correct place to market your product. Finally, you must implement a promotional strategy in order to sell the product. In the words of Harvard’s Business School’s retired professor of Marketing Theodore C. Levitt, Marketing differs from selling because…
larger, so does the demand for these products, thus resulting in mass branding. A brand is a product name or logo, that when consumers become familiar with, immediately brings to mind a specific product or service (Pavitt 5).We, as humans, want to fit in so we wear and use certain brand names because of the status we gain from them.
What is brand? Brand is a trade name which can distinguish from other product or service (Intellectual property office, 2013). Another meaning of the brand is to convey the promise or message to the customer (Intellectual property office, 2013). A powerful brand can lead the company to go further in the industry and it can develop the company's potential (Temporal, 2010). Therefore, brand is a signifying of the company.
As it was mentioned before, an understanding of what customers need and want is the main aspect in marketing. This understanding comes with communication process between people. Firstly, it has to be mentioned what communication means. In general, communication is a means of connecting people or places. In business, it is a key function of management. An organization cannot operate without communication between levels, departments and
A company’s brand is one of its most valuable assets (Green and Smith 2002). Brands owners invest millions of dollars every year in advertising and promotion to raise awareness and create demand for their brands.
The term 'branding' in modern marketing is generally originated in the agricultural practices of the medieval age. The farmers 'branded' their animals with the iron and then they were able to identify to whom a particular animal belonged. Artisans 'branded' their products, for example, expensive silver tableware. Smiths 'branded' their swords. The role of the brand is to identify products by the same way as for medieval farmers and for modern corporations as well.
Marketing is more than commercials on the television or billboards that dot the highways, they are more than advertisements in the paper or salesman attempting to sell you their products. Many believe that this is marketing but marketing is so much more complex than the advertising and the selling of goods and services. Marketing is the process of interesting potential customers and clients in your products and/or services. (Ward) Another definition is "Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives." (Boone & Kurtz, 1998) Marketing evolves from the birth of an idea that a customer may want or need and satisfying that customer. In order to satisfy particular customers a company must set up some controlled variables or Marketing Mix. Product, place promotions, and price make up the marketing mix and are know as the four P’s.
Selling is product focused and involves using techniques to make customers exchange goods, services or brands for cash. Marketing on the other hand is more dynamic and wider than selling as it focuses more on the customer rather than the product.
According to Kotler (2012), Marketing is about identifying and meeting human social needs, thus it is not only about advertising and promotion it is more than this. It includes setting competitive price, communicating effectively with potential and existing customers and also introduction of new products.
Corporate communication parties concerned on management function to fathom all inside or outside communication purpose starting with stakeholders in which company depend on. According to Van Riel and Fombrun in 2007, it is stated that corporate communication contained of the spreading of information, with identical goal of increase capability maintain its licence. Meanwhile, corporate marketing in the general terms is a customer, stakeholders approach to marketing through organization and