Marketing communication is the way in which businesses and organisations promote their goods and services to an audience. Promotion is taken from the marketing mix of product, place, price and promotion.But it is not the same as communication, as communication is not just applied to the market audience it is taken further outside of the box and looks into other audiences. Masterman and Wood (2011) highlighted that in order for marketing to be successful there needs to be targeted communications at diverse ranges of stakeholders and audiences that are both internal and external to the business or organisation. Eagan (2007) stated that marketing communications is also values and ideas that are represented to their target audience. Marketing communication is used in order to create awareness of a product or service, as well as giving valuable information and creating imagery for the product or service. It is a powerful tool that is used in order to be successful and is used in many forms form Internet based market communications to paper based. Fill (2002) gives this figure as the planning framework that is followed and used within successful marketing communication.
References
Eagan, J. (2007) Marketing communications. London. Thomson Learning
Masterman, G. Wood, E. (2011) Innovative marketing communications, strategies for the event industry. New York. Routeledge.
Fill, C. (2002) Marketing communications: contexts, strategies and applications. Pearson Education
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