Elements of Marketing Communications

 Corporate Image :  A company's corporate image sums up the publicly established characteristics of the business. This includes what the company claims it does best (known as core competencies), logos, policies and company culture

Module-D

Branding: Brands are the names generally associated with a product, group of products or a company. A brand name is meant to evoke a certain set of thoughts and feelings in consumers, and businesses can charge more for successful brand-name products. IMC creates branding and is aided by existing branding.

Market Segmentation: Market segments are sets of consumers grouped together because of similar needs, demographics, behaviors or characteristics. Marketers research segments to determine what types of products and messages appeal to them.

Advertising:  Crafting advertising messages to reach the target segment is essential to IMC plans. Different types of messages match up with the corporate image, branding and market segment preferences. Advertising may use elements such as humor, fear and taste to appeal to audiences.

Media Selection: Markets must select the type of advertising mediums that will best feature the IMC and brand messages. Possible mediums include magazines, websites, radio and television. Media selection also involves determining the market segment's preferred mediums.

Promotional Tools: IMC uses consumer promotional tools to enhance branding and attract market segments. Coupons, rebates, sales and bonus packs are examples of promotional tools. Other promotional tools include contests, sweepstakes and free samples.

Customer Relationship Management: Customer relationship management (CRM) programs are designed to instill long-term loyalty in existing customers. CRM tactics include commitment to excellent customer service and keeping a record of current customers .

Public Relations: Public relations protects the brand and corporate image by creating publicity that builds a positive impression of the company and by reducing the impact of negative events related to the business.