Marketing Communications: All
strategies, tactics, and activities involved in getting the desired marketing
messages to intended target markets, regardless of the media used.
Marketing communications (or marcom)
consists of the messages and related media used to communicate with a market.
Those who practice advertising, branding, direct marketing, graphic design, marketing, packaging,
promotion, publicity, public relations, sales, and sales promotion are termed
marketing communicators, marketing communications managers, or more briefly
as marcom managers.
Objective/ Characteristics: Marketing communications serve
five key objectives: 1) the provision of information, 2) the stimulation of
demand, 3) differentiating the product or service, 4) underlining the product's
value, 5) regulating sales.