Communications
Marketing communications is a division of the
overall subject area known as marketing. Marketing
has a marketing mix that is made of price, place,
promotion, product (know as the four P's), that
includes people, processes and physical evidence,
when marketing services (known as the seven P's).
How does marketing communications fit in?
Marketing communications is 'promotion' from the
marketing mix.
Why are marketing communications 'integrated?'
Integrated means combine or amalgamate, or put
simply the jigsaw pieces that together make a
complete picture. This is so that a single message
is conveyed by all marketing communications.
Different messages puzzle your customers and damage
brands. So if a TV advert carries a particular logo,
images and message, then all newspaper adverts and
point-of-sale materials should carry the same logo,
images or message, or one that fits the same theme.
Coca-Cola uses its familiar red and white logos and
retains themes of togetherness and enjoyment
throughout its marketing communications.
 Marketing communications has a mix. Elements of
the mix are blended in different quantities in a
campaign. The marketing communications mix includes
many different elements, and the following list is
by no means conclusive. It is recognised that there
is some cross over between individual elements (e.g.
Is donating computers to schools, by asking
customers to collect vouchers, public relations or
sales promotion?) Here are the key of the marketing
communications mix.
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