Organisations usually outsource these functions to different specialist suppliers (O’Sullivan, 2008:39; Shultz & Shultz, 2004:68) and co-ordinate activities through the trailer I���¦`�v�O�t�(��g&ZLjQq�TT���EPV�WlC�mTv?�bŏ&o��ت���7?���gi�vf��y`o�x�{].��^�¦e����^y�� �A��Ɍ2��7��ZF9a��y�)�M��/�^.�B{��3��fφlS-���6u���̢���՚)a�͏�B=���?�nb�$�QG���J����k\BdhA��� L�h��a(#R��2�_Q��`&Lʈ��E�2�@���P��v…��w��7�@%��^���EA�� g��(����#UYS5S�垯y�%�G3*X���u�����e��y]|��x2��oK ����]�C���.�Q�٢S�r�;F�=I�>p�h�M�a9�z C�6M�S��1W͖n�X���ִ���)�b��KVt��pW��.�v�|/�7}���!��Z��i�"K)/�qH��3k��p��M��w�� 45 22 x��V�n�H}7��[��z4���( <> the marketing function’s role but increases marketing’s in-fluence (Greyser 1997). Marketing communication 84 conventional broad marketing communication domains, which have been summarised in Table 3.5. Marketing and Communications Committee Role Description. 0000004145 00000 n 5 0 obj 0000004069 00000 n Answering this question will provide a knowledge base Literature and previous research is used for defining the two concepts. 0000004836 00000 n 0000001930 00000 n endobj endobj 4 0 obj 45 0 obj <> endobj 0 stream <> 3 0 obj 0000000736 00000 n In order to be able to answer this question, first it is important to define the concepts of social media and integrated marketing communications. endobj endobj Direct marketing often relies on the proposition, offer, communication, choice of channel and the target customer. x��k�f�Y��������==����w�D�ěJD�p�m�,�-BD���b�8b�B�$Z�"d����� �(����,�����"0�]��!_,!�J��Z�Uu�. 0000009351 00000 n endobj This could be a social media campaign, an email newsletter or a community event. <> 0000007446 00000 n 0000043517 00000 n As McKenna (1991, p. 68) notes, “Marketing is everything and everything is marketing,” or as Haeckel (1997, p. ix) states, “Marketing’s future is not a function of business, but is the function of … 11 0 obj л��ݭ˪��� 2�MLGu5ĊQ��"�G���Щe&�0L��V�� e����0��_]p�׃�Ûj�vH! startxref The sequence of planning in establishing the marketing strategy Source: Adapted from Sasu 2005, p. 294 The marketing strategy has a more functional and operative character, defining the brands, the products, the communications and distribution 8 0 obj 0000008101 00000 n %���� 0000008755 00000 n %PDF-1.5 0000001127 00000 n Module 1 Introduction to Marketing Communications 1/1 1.1 Introduction 1/2 1.2 The Concept of Marketing as an Exchange 1/3 1.3 The Role of Communication in Exchange Transactions 1/4 1.4 Marketing Communications and the Process of Exchange 1/7 1.5 Defining Marketing Communications 1/10 1.6 The Role of Marketing Communications 1/13 �Z�h.�5�AGv��RVVP$_��j�k)cC�=��g�3�5m��-|���m��/��6�׏ߓ��c��䫲�۲�>}���8�O'�9�����A�Ak#,�7V����DŠo������0�2���|8�Hn�����)��k^� Z����I��cRa 8��s��w������ܡȝEa� ��}��! <> yq)�C�~Iyo֯)����T���x�QsoS���S����.d�Q��� 0000003812 00000 n 0000002657 00000 n Overview: As a committee of the Board of Directors, members are responsible for crafting, updating, and overseeing the strategic marketing plan to maintain the integrity of the brand when promoting the organization’s mission; and developing the organization’s marketing message to become (more) broadly recognized as a favorable place for … 0000003340 00000 n x�b```"V�* ��1�0p4���,`y����=++K7�w���?�*�x endobj <> Each target audience will have different communication needs and in expanding your audience, you will create new targets. 0000006157 00000 n 0000001207 00000 n 0000005481 00000 n <<4C897FC1660FA941B25C87A4C4541828>]>> 2 0 obj 6 0 obj Marketing planning is a sequential process comprising many steps (figure 2). endobj Marketing communication has a vital role in brand building in the market. 0000006794 00000 n endstream E�Ra�)����j:Qt�"Bٟ��R��VG�S�-�gr��W"���m����� endobj Mass media advertising, personal selling, public relations, publicity and sales promotion – are the various communication tools that a marketer generally uses to address the communication problem which the brand faces in the market and as a part of product promotion. <>/XObject<>/ProcSet[/PDF/Text/ImageB/ImageC/ImageI] >>/MediaBox[ 0 0 612 792] /Contents 4 0 R/Group<>/Tabs/S/StructParents 0>> 9|S=]�xCN�( �&��,��x|z���"3RW. %%EOF <> z�ѡ�l�D�h�òN�aG0�A���%LMZ����q� 0000001492 00000 n stream Figure 2. endobj <>>> 0000001386 00000 n <> <> 66 0 obj<>stream 7 0 obj 0000000016 00000 n What is the role of social media in integrated marketing communications? 10 0 obj Marketing communications involve creating and delivering the best message through the best means to your target audience. %PDF-1.4 %���� endobj 0000003567 00000 n 1 0 obj 9 0 obj While advert ising is comprised of non-personal communications, direct xref <>

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