Designing and Managing

INTEGRATED

What is the ROLE of Marketing

Communications ?

Marketing communications represent the voice of the company and it’s brands. It is a means by which a firm can

establish LINKS with consumers.

The Changing Marketing Communications

Environment

Technology has changed the way consumers process

communications and how companies convey their brands to

them.

NOW THEN

Marketing Communications,

Brand equity and sales

Over the years companies has focused lesser on advertisements

and more on internet and experiential marketing.

Marketing Communications

M I X

Marketing Communication

Effects

To implement the right communication programs, marketers need to assess which experiences and impressions will have the most influence at each stage of the buying

process.

Marketing Communications activities must

be integrated to deliver a

consistent message and

strategic position.

Tata Sumo associated with the concepts of

“rugged” and “outdoors”

SUMMARY

Role of Marketing Communications

The changing Marketing Communication Environment. Market Communications, Brand Equity and Sales. Marketing Communications Mix. Marketing Communication Effects.

-Dishi Arora

Created By Dishi Arora, IIT

Guwahati, during an internship by

Prof. Sameer Mathur, IIM

Lucknow, www.IIMInternship.com