chapter  Chapter 13
39 Pages

Marketing communication

ByKarel Jan Alsem

This chapter explores the relationships between the marketing strategy and communication, and shows how to formulate objectives for communication. It presents the steps in the communication planning process and explores the role of companies and advertising agencies. The chapter discusses a communication plan, including online communication and suggests how to measure communication effects. The positioning of the brand should be the starting point for integrated communication. The company (or ‘advertiser’) has the primary task of choosing a communication target audience and proposition (message), and determining the communication goals and a corresponding budget. Strategic dimensions are related to the actual use of the brand or product. In practice, choosing a proposition is a challenging process. A positioning or proposition is often too broad. Instrumental values are very important in ‘problem-solving’ product categories such as laundry detergents and feminine hygiene products.