Role Of Media In Advertising

In advertising the term media refers to communication vehicles such as newspapers, magazines, radio, television, billboards, direct mail, and the Internet. Advertisers use media to convey commercial messages to their target audiences, and the media depend to different degrees on advertising revenues to cover the cost of their operations. While the media are valued for their informational and entertainment functions, they also provide an important business function as a vehicle for advertising.

Marketing Communication

One of the basic concepts of marketing is the marketing mix, which is said to be the set of controllable variables and their levels which marketer uses to influence the target market (Kotler, 1997). The tools used in order to reach and control the target market, are collectively known as the elements of the marketing mix, or the four Ps, including product, price, place, and promotion. (Zeithamal, Bitner, 1996) Promotion, also referred to as marketing communication, is the way of communicating the information of product, price, and place to the consumers (Wells, Burnett & Moriarty, 2000).

Future of Advertising

Advertising is still all about the ‘ifs and buts of a product’, presented in a glowing rainbow like picture trying to attract consumers….but what is the future of advertising in coming years ?

Lets go way back when the idea of advertising a product was regarded as some kind of a big deal. Then the advertisements were very limited, and it took lots and lots of efforts to make a single advertisement. And the customers then, had no option other than watching those advertisements. Now, time has changed. Since last 20 years or lets just consider last 10 years, there has been a dramatic change in the world of advertisement. And this will not have a stopage in coming years.

Contemporary Issues

Offer, presentation, campaign, advertisement, sales promotion, public relations, etc. are the trends of advertisement and marketing communications. There is nothing wrong in these types of communication unless they do not portray a wrong image, convey unethical message or harm the reputation of an individual/firm.

Marketing vs. Advertising

Many people confuse the terms marketing and advertisement. They think, both are the same and used interchangeably. But there are distinctive differences between the two. This chapter describes the difference between marketing and advertisement.

However, to understand the differences between them, let us discuss it one-by-one −

What is an Advertisement?

Advertisement is a technique to create awareness about a particular product/service to the existing and new customers. One advertisement promotes only one product/service. Every ad has to be unique and creative. For example, advertisement of a soap must be different from the advertisement of a cold drink.

An ad uses the following mediums −

●      Print Media − For example, newspaper, magazine, etc.

●      Electronic/broadcasting Media − For example, radio, tv, internet, etc.

●      Outdoor Media − For example, hording, flyers, billboard, etc.

What is Marketing?

On the other hand, marketing is a comprehensive term that involves many other activities including advertisement. Some of the important activities of marketing are −

●      Planning

●      Developing Strategy

●      Research

●      Public Relations

●      Advertisement

●      Budgeting

●      Customer service

●      Feedback and Analysis

The following image summarizes the comparison between Marketing, Advertising, Public Relations, and Branding −

Check Your Progress

●      What do you understand by marketing?

●      What do you understand by advertising?

●      How is marketing different from advertising?

●      Make a list giving examples of advertisement and marketing that you observed in your city.

ARTICLE RELATED TO :-

marketing vs advertising,marketing,marketing and advertising,advertising,advertising vs marketing,marketing vs. advertising,marketing and advertising strategies,marketing and advertising difference,difference between marketing and advertising,marketing and advertising 101,what is marketing,difference between advertising and marketing,marketing vs. advertising: what's the difference?,marketing vs branding,advertising and marketing

Brand Management

While shopping or planning to shop, many of us are stuck with a particular brand. For example, I wear only Woodland shoes, I buy only Blackberry trousers, I like only Apple laptop, etc.

So, what is this likeness and rigidness? Why are we so particular with a certain brand? This chapter tells what a brand is and what its importance is.

Corporate Communications

“Communication leads to community, that is, to understanding, intimacy, and mutual valuing.”

− Rollo May

What is Corporate Communications?

Corporate Communications is a technique that involves all communication activities generated by a company to achieve the planned objective.

Corporate Communications is an important activity because it creates strong and appealing ideas, views, and position on which a company can rely. Ultimately, it helps to grow your business.

How Does Corporate Communications Work?

Corporate Communications works through −

●      Organization − Need to harmonize the internal and external activities of the company.

●      Management − Need to manage the company’s communications with its own employees and audience/customers.

●      Marketing Communications − Development and application of strategic marketing communications.

Types of Corporate Communications

Normally, Corporate Communications is categorized as −

●      Internal − It includes employees, Stakeholders, etc.

●      External − It includes agencies, channel partners, media, government, educational institutions, general public, etc.

Tools of Corporate Communications

Following are the tools of Corporate Communications −

●      Company Logo

●      Company Design (including fonts and typefaces)

●      Company stationary (e.g. letter heads, visiting cards, greetings, etc.)

●      Internet Branding

●      Code of Conduct (including HR conduct)

●      Customer relations

●      Rewards, appraisals, and recognitions

●      Advertisement, campaign, direct marketing, etc.

●      Site signage

●      Personal and commercial vehicle branding

Responsibilities of Corporate Communications

Corporate communications has the following significant responsibilities −

●      Management of corporate communications

●      Practical corporate communications planning

●      Dealing with internal and external audiences

●      Dealing with the media

●      Persuasion and dissemination of corporate information

●      Brand management

●      Monitoring and regulation of market and audience responses

●      Crisis management

●      Giving advice to employees and executives

●      Dispute resolution

●      Coordination with the stakeholders and other overseas customers/clients

Marketing Communications vs. Corporate Communications

The following table illustrates the differences between Marketing Communications and Corporate Communications −

Marketing Communications             

Corporate Communications

It has customers

It has multiple stakeholders

It is defined by a set of channels

It is defined by the multiple channels

It emphasizes on a product or service

It emphasizes on the whole organization

More creativity

Less creativity

Communication is controlled

Variety of communications

It is required to be consistent with the product/service attribute

It is required to be consistent with corporate identity

Check Your Progress

●      What are the works of corporate communications?

●      What do you understand by corporate communications?

●      Define various responsibilities of corporate communications.

●      What are the differences between marketing communication and corporate communications?

ARTICLE RELATED TO :-

corporate communications,corporate communication,communication,communications,types of corporate communications,corporate communications manager,corporate communication tips,internal corporate communications,master's in corporate communications,what is corporate communication,corporate communication in hindi,best corporate communication tips,effective corporate communication,corporate communications digital signage,master's degree corporate communications

Market Communications Research

In today’s world, if a company focuses on delivering good products/services at competitive prices, it does not necessarily guarantee success. Modern marketing system has various distinct components that need to be taken care of. And, it is possible only by thorough “Research”.

Interactive Marketing

Technological revolution has brought about dramatic changes in terms of volume, frequency, and effectiveness of marketing communications. The increasing trend of internet technologies has given way to interactive marketing. The internet hosts human dialogue, in a way that influences thousands of audiences at the same time.

Integrated Marketing Communications

Many of the companies in 1980s rather than relying only on advertisement adopted an integrated strategy. They combined various promotional tools and marketing activities to communicate with their target audience. Their integrated strategy worked as they expected. Later on, it became the trend.