Lagos Business School
Marketing communications is a subset of the marketing mix (the “promotion” part). According to the American Marketing Association (AMA), “Marketing Communications (MarCom) are coordinated promotional messages and related media used to communicate with a market.” The message is usually delivered through five major promotional tools: advertising, sales promotion, public relations (PR), direct marketing, personal selling (the communications mix). The media is the channel of communication that conveys the message. Traditional media channels include broadcast, print, outdoor, and in-store while emerging media channels include ...