Marketing communication

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Marketing communications include advertising, public relations work, sponsoring, sales promotion through discounts, offers, competitions, fairs and sales work, which happens between the representative of the corporation and the customer.

Advertising is a very common form of marketing communications. Advertising is paid, target-oriented communications which is aimed at a large audience.
A picture advertisement is an image or a layout, which can include text.

Advertising persuades the audience to consume, promotes sales, increases market shares and makes corporations grow. Advertisements can be used to inform the audience of items, services, causes or people.

Advertising is done mainly through different media. Advertisements are present in newspapers and magazines, on the radio, in television, movies and the internet.

Because people do not actively seek out advertisements, advertising should catch people’s attention quickly.

Because people do not actively seek out advertisements, advertising should catch people’s attention quickly.

A good advertisement usually carries only one main message, which is delivered to the target group in a new, surprising and original way. In this sense, even an irritating advertisement is better than a dull and conservative one. The attention of the audience is often sought with extreme measures. A good advertisement makes the viewer think and feel.

When planning out marketing communication activities, things that have to be taken into account include the target group (who the message is aimed at), intended impact (what is the end result), method of implementation
(how the result is going to be achieved) and the assessment of impact (studying the effect).

States often regulate what can be advertised. The advertising of something can be forbidden altogether.

Advertisements affect us and our worldview both consciously and subconsciously. For an advertisement to be effective, it has to express the meanings embedded in the dominant culture. This is how the imagery transmitted through advertisements molds our reality and our understanding of society, values and human nature.

Publishing advertisements in the media involves two parties.

The advertiser associates the paper with the corporation behind the advertisement, and sometimes to its reputation troubles. From the advertiser’s point of view buying media space from different magazines, newspapers and media is affected by the content, alignment, readership and image of the media in question.

The advertiser is associated with these factors by publishing an advertisement in the said media. The advertisement can affect the corporation’s image if the content of the media that supplied the advertising space is deemed questionable by the public. For example in Finland there is an ongoing campaign (2016) for boycotting companies that advertise in a very controversial counter media magazine MV.

Media that sell advertising space are often more careful than media that finance their activities solely through subscription or support fees or taxes. For example, the media does not necessarily dare criticize corporations
who buy advertising space from them.

Media that sell advertising space are often more careful than media that finance their activities through for example support fees.

This is problematic in regards to the realization of the principles of freedom
of speech and independence.

Advertising space is often expensive in large daily blanket and news publications. In smaller media, advertising can be affordable but it is good to know how to relate the price to the circulation of the publication. The target
group of a small publication is often better known, better defined and more committed than that of a large news publication. This can be also used to the advertiser’s advantage.

Determinants of Commercial Publicity in Palestine

The Palestinian Press and Publications Law No. 9 of 1995 prohibits making use of press material for commercial advertising or for diminishing the value of a commercial item. The Law also prohibits the media from carrying advertisements to promote medicines, pharmaceuticals and cigarettes, unless permissible by the Ministry of Health. Article 40 of the Law obliges the press to candidly and clearly distinguish between remunerated advertisements and press materials.

Keep Reading:

Glossary of Marketing and Advertising; PropagandaPlanning a marketing campaignMedia Coverage of Elections in Palestine

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