Marketing Communication: Writing With Love For Student and Business Practitioners

By Seni Soniansih

This book is the result of my learning as a writer. This book is written with love for students and business practitioners, especially young people. Based on a considerable love for education. This book comes in the form of the transfer of knowledge and experience to young people, especially students. And of course, this book was written with deep and pure love.
This book discusses 4 important chapters in communication marketing, namely:
Chapter 1. Introduction
Chapter 2. Organizational Communication
Chapter 3. Marketing Scope
Chapter 4. Marketing Communication Strategy
Chapter 1 introduces what is communication, marketing, and marketing communication. Chapter 2 focuses more on the communication model and understanding of communication. Chapter 3 focuses on understanding marketing and chapter 4. discusses what is a communication strategy and strategy.

• Language: English
• Publisher: Triple Nine Communication
• Release date: Jun 11, 2022
• ISBN: 9791221352870

Book preview

Foreword

This book is the result of my learning as a writer. This book is written with love for students and business practitioners, especially young people. Based on a considerable love for education. This book comes in the form of the transfer of knowledge and experience to young people, especially students. And of course, this book was written with deep and pure love.

This book discusses 4 important chapters in communication marketing, namely:

Chapter 1. Introduction

Chapter 2. Organizational Communication

Chapter 3. Marketing Scope

Chapter 4. Marketing Communication Strategy

Chapter 1 introduces what is communication, marketing, and marketing communication. Chapter 2 focuses more on the communication model and understanding of communication. Chapter 3 focuses on understanding marketing and chapter 4. discusses what is a communication strategy and strategy.

I hope that this book will be of benefit to readers.

Best regards

Seni Soniansih

Table of Content

Foreword 1

Chapter 1. Introduction 1

1.1. Understanding Of Communication 4

1.2. Understanding Of Marketing 7

1.3. Understanding Marketing Communication 11

Chapter 2. Organizational Communication 24

2.1. Communication Model 32

2.2. Principles of Communication 38

Chapter 3. Marketing Scope 45

3. Product Planning & Development 52

3.1. Core Marketing Concepts 54

Chapter 4. Marketing Communication Strategy 79

4.1. Understanding of Strategy 79

4.2. Integrated Marketing Communications Strategy 82

References 91

Chapter 1. Introduction

Communication Illustration, Photo by Alex Andrews from England

Marketing communications allow small businesses to develop avenues for reaching and interacting with customers. Maintaining communication connections creates avenues for promoting products and services and building brand awareness. Every form of contact you have with a customer the more you build your relationship, which can result in greater overall revenue and business security (Köves & Király,2021). Marketing is an inseparable part of the economic system in modern society. Marketing using marketing communication has developed today to become a very important communication system not only for producers of goods/services but also for consumers. The ability and method of promotion in conveying information to consumers are important and influence the success of marketing and the formation of a company's branding. So the role of marketing communication in managing a company is very important, especially with the increasing business competition in all business sectors. This makes the company obliged to foster communication and relationships with its customers so that it can survive/retain and be loyal to the products/services offered by the company. Therefore, marketing communication is no longer a burden on the thinking of the marketing division but becomes the duty and responsibility of all divisions within the company.

That said, marketing communication is part of a business solution and not just a marketing solution. Furthermore, the tight business competition situation, technological developments, and changes in consumer behavior prompted the company to immediately implement integrated marketing communications. Marketing communication has a key role in shaping a brand image and increasing sales of a brand. The brand placement strategy is one of the strategies in integrated marketing communications. This strategy is considered more effective than the advertising communication strategy through television media. The concept of a brand placement strategy has been around for a long time and continues to evolve along with the development of human civilization. By studying, understanding, and implementing these strategies, the company can maximize its resources to achieve marketing communication goals effectively and efficiently.

The media element in communication has attracted a lot of attention, because it has a lot of influence on the development of communication, both as a social process and as a science. Several experts have conducted studies on the media, especially mass media, from various aspects. The presence of the media, especially mass media (press, film, radio, and television) as a result of advances in science and technology, has had an influence on the operational process of communication, especially on other elements of communication. In addition, the media has made communication in several types, such as persona communication, mass communication, mass-media communication, and so on. Mass media have also increased the intensity, speed, and reach of communication with considerable social influence (Arrigo et al,2021).

Never before in world history has communication been carried out by mankind so widely and rapidly before the existence of press, radio, and film. Even these tools have become inseparable from the life of this century. It feels like modern life can no longer be thought of without the press, radio, film, and television. Therefore, the influence and effects on people's lives are also large and complex. In fact, the problem of the media, especially the mass media, cannot be overlooked and needs to be explained separately. It should be explained that the study of media in Communication Science is not a study of technical and mechanical matters. Because Communication Science is a social science, then naturally the study of it is only limited to the social and psychological aspects, in relation to other elements in the overall elements of communication. This includes the issue of how the influence and effect of the contents of the statements conveyed by these tools on the public or society and of course it becomes an important issue of how the use, ownership, role, function, position, obligations, and responsibilities of mass-media social or community.

Understanding Of Communication

Communication Illustration, Photo by Andrea Piacquadio from Hungary

Communication is a basic human activity. By communicating, humans can relate to each other both in their daily lives in the household, at work, in the market, in society, or wherever humans are. There is no human being who will not be involved in communication. Communication is very important for human life. The development of human knowledge from day to day because of communication. Communication also forms a social system that needs each other, therefore communication and society cannot be separated (Reh et al ,2021). Communication is an important part that cannot be separated from human life as a social being. Etymologically, the word communication comes from the Latin communicate which means to convey. According to the origin of the word, the meaning of communication is the process of conveying meaning from one entity or group to another through the use of signs, symbols, and semiotic rules that are understood together. From this explanation, it can be understood that the notion of communication is an activity of delivering information, be it messages, ideas, and ideas, from one party to another which is carried out directly or indirectly. In practical terms, communication is understood as the process of delivering information or messages by