Communication and marketing or communication in marketing? | Panda Anku

First of all, I think it’s appropriate to analyze the title. This double title with the questioning/enigmatic wording is, in our opinion, best suited to emphasize today’s topic. Our aim is not to approach communication and marketing in the ‘traditional’ way, ie as two separate parts/areas of product promotion.

But through the new perspective of IMC, the “Integrated Marketing Communication”, a new communication concept that was introduced around the year 2000 in the USA and is now recognized by the majority of marketers as the “key” for high quality in advertising and promotion.

Although various definitions of integrated marketing communications have been given by marketers, there is no universally accepted definition. Given the main idea of ​​the analysis that we have followed in our articles so far, the prominence, that is, the communication in a dominant position among the advertising and promotional mechanisms, the following definition has been preferred here as more comprehensive: “IMC is a communication design concept marketing, recognizing the added value of this integrated communication plan, which assesses the strategic role of multiple communication tools (e.g. general advertising, sales promotion, direct response actions, public relations) and brings these tools together in a way that creates consistency, clarity and maximum impact of the message on the target audience”.

From the above it is easy to understand what we have already pointed out: our study over the years has shown the total confusion that reigns in the majority of companies which, despite their generally good operating conditions, do not seem to understand that the marketing department can communicate not replace. Instead, either two separate departments should work together, or the communications and public relations officer should provide advice where the communications situation requires it.

It is not possible – and of course unreasonable – to question marketing techniques in the slightest. With the marketing communication tools available to marketers increasing every day around the world thanks to globalization and the development of new technologies, it is now considered imperative to clear any confusion in the name of overall communication quality.

Finally, the importance that must be attached to correct product communication is confirmed by two main characteristics of IMC. One of them is neutrality towards the choice of communication media and methods. IMC does not consider any media or means of communication better than others, but uses on a case-by-case basis any media to which the consumer is receptive and which is selected on the basis of value for money.

In addition, IMC sees all the “contacts” the consumer has with the brand or company as potential communication channels. All of these “contacts”/elements of an IMC program need to “speak with one voice”, ie work together to convey the exact same message and reinforce each other. The second trait we emphasize is relationship building. This is the “key” of modern marketing and IMC is the primary means to this end. Building relationships requires a dialogue between the brand/product and its consumer. Precisely this planning and coordination is the work of a specialized communications department.

So since we’re referring to a company that claims to want to stay strong in its market, we automatically accept two positions. First of all, when designing strategic communication plans, it is necessary to fully understand the role played by the different elements of the promotion mix such as advertising, promotion, public relations, etc., because each of these elements has strong and weak characteristics, presented on a case-by-case basis.

For example, despite its benefits, advertising is often perceived by consumers as unreliable. Also that companies cannot achieve their goals if they do not have good relations with the public. Therefore, it is imperative that they build relationships with their audience that are not limited to simply selling a product or service. This is no doubt much more true today due to increased competition in the business world.

So let’s finish our analysis with some important conclusions:

How important are communication and marketing in business life?

Communication and marketing are extremely important for companies. Communication helps businesses build relationships with customers and partners, while marketing helps businesses promote their products or services. Without effective communication and marketing, businesses would struggle to build and maintain relationships to promote their products or services and ultimately generate revenue.

How are communication and marketing related?

The relationship between communication and marketing is that communication is the process of sending and receiving messages while marketing is the process of adding value to a business through the creation and distribution of products or services. Communication is necessary for marketing as it is a way of giving information about a company’s products or services to potential customers. Marketing cannot take place without communication. Hence, communication is essential for effective marketing as it enables businesses to reach their target market. It also allows feedback to be collected and used to improve future marketing campaigns.

How should communication and marketing be related?

There is no one-size-fits-all answer to this question, as communications and marketing can be linked in many different ways, depending on the organization’s specific goals and purposes. In general, however, communication should support and reinforce marketing goals and objectives and vice versa. For example, if the marketing goal is to increase brand awareness, communication activities should be aimed at increasing brand awareness and creating a positive association with it.

We need not go further into the relationship between communication and marketing techniques. Because we consider the goal of clarifying the role of communication in this relationship to have been achieved.


Written by Fotis Pantopoulos.
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