Principles of Marketing, 17/e

Developing Effective Marketing Communication

Author Comment

To develop effective ­marketing communications, you must first understand the general communication process.

A View of the Communication Process

Integrated marketing communications involves identifying the target audience and ­shaping a well-coordinated promotional program to obtain the desired audience response. Too often, marketing communications focus on immediate awareness, image, or preference goals in the target market. But this approach to communication is too shortsighted. Today, marketers are moving toward viewing communications as managing ongoing customer engagement and relationships with the company and its brands.

Because customers differ, communications programs need to ...