What Does a Marketing Communications Specialist Do?

Market communication is the planned and purposeful exchange of information and communication between target companies and target markets and stakeholders (audiences).

Market communication

Market communication is the planned and purposeful exchange of information and communication between target companies and target markets and stakeholders (audiences).

I. Clear communication target 1. The communication target is the audience. In market communication, it refers to the target market of the enterprise and various stakeholders.

The audience can be potential customers, existing buyers and users, relevant persons who can influence the purchasing process and purchasing decisions, and can be certain individuals, groups, special public or general public.

2. The object of dissemination will decide how to design information, select information channels, when, where and through what media and what information to express in the process of market communication.

It is necessary to study the needs, attitudes, preferences and other characteristics of the communication target, especially the impression of the communication target. Such as the existing impression of the company and the brand, the impression of the competitors and their brand.

2. Deciding on Communication Targets 1. Communication targets are market-based communication, and the expected reactions such as awareness, emotions or behaviors to be won from the audience (objects of communication).

The ultimate response pursued by companies is buying behavior. But before anyone finally decides to buy, they will make a series of decisions first, and the purchase behavior is only the final result.

2. After clarifying the dissemination objects and their characteristics, it is necessary to further decide how to push them from the current situation to the higher-level preparation stage of the purchase process.

Some information must be transmitted and expressed to the audience in order to change the attitude of the object of dissemination, or to urge them to take the action the reporter wants.

3. Determine the target of communication based on the response level:

(1) "AIDA" model: It is believed that the object of communication will go through the stages of attention, interest, desire and action in order to develop from potential customers to customers;

(2) The effect level model: the response of the communication object is divided into levels of awareness, understanding, like, preference, belief, and purchase;

(3) Innovation adoption model: It is divided into five steps: awareness, interest, evaluation, experiment, and adoption;

(4) Information dissemination mode: It is divided into display, acceptance, cognitive response, attitude, intention, behavior and other steps.

The definition of market communication can be interpreted by the concept of "integrated marketing communication". "Integrated marketing communications is a strategic process for the business. You can use this process to design, develop, execute, and evaluate brand communications programs. This program should usually be Can be balanced and persuasive. 'This definition emphasizes an important aspect of market communication, that is, integrated marketing communication. Market communication has its unique conceptual definition, which refers to companies in a specific political, economic, and cultural environment according The company's own marketing goals and communication goals, and information dissemination activities aimed at specific target audiences.

The "elements" of market communication include marketing elements and communication elements: marketing elements refer to products, prices, channels, promotions, personnel, etc., and communication elements refer to sales, advertising, promotion, direct marketing, publicity, public relations, sponsorship, exhibitions and CI.

The "process" of market communication refers to the integration of market communication subjects, communication channels, market audiences, communication content, and communication effects according to the 5W model of communication science.

Element management is a horizontal static management process. Its purpose is to achieve the effective integration of various elements and build a brand image.

(1) Advertising campaign is the main way of element management.

In the process of market communication, advertising campaign, as the carrier of brand communication, is an important way to enhance brand power. It relies on the integration of mass media, as well as the integration of communication elements such as public relations, publicity, sponsorship, exhibition, packaging, cI, etc., in order to shape the brand image. There are two main types of advertising activities: First, according to the characteristics, type, scale and psychology of the target audience, newspapers, magazines, radio, television, and the Internet are selected for publicity. Second, according to the characteristics and requirements of brand communication, advertising activities are carried out through the integration of advertising, public relations, publicity, sponsorship, exhibitions, packaging, cI and other communication elements.

(2) The construction of brand image is the ultimate goal of element management.

Brand image is reflected in three levels: product brand, corporate brand and social brand. "Product brands" are widely advertised based on product functions, features, uses, and consumer groups; as product homogeneity becomes stronger and stronger, the personality of "product brands" is no longer obvious, so the brand image begins to shift to "corporate brands "Transition"; "corporate brand" emphasizes consumer belief and support for the enterprise, so as to provide lasting support for the company's market communication; "social brand" helps to build social benefits of the enterprise, thereby establishing a good social brand image, which is also The ultimate goal of brand communication.

Evaluation of market communication element management (I) Prior evaluation.

1. Predict the effects of mass media advertising. Before the start of market communication, experts such as advertising experts, sociologists, psychologists, marketing experts, and statisticians are invited to make predictions about upcoming advertisements, and to test the deviations of expert predictions and consumer responses to measure the predictions. Errors and instability factors.

2. Predict the integration effect of communication elements. Issue survey questionnaires to consumers, get timely feedback, predict the main consumer groups of products and brands, and carry out public relations, publicity, sponsorship, exhibitions, packaging, cI and other activities according to the characteristics of consumer groups.

(2) Evaluation in the matter.

Select specific media according to specific consumer groups, infer media's influence based on the response of the audience, and place ads on media with high influence. In addition, evaluations are conducted through exhibitions or sponsored large-scale events, and promotional activities are conducted at product stores to test changes in product sales and consumer reactions to products and brands.

(3) Post hoc evaluation.

After the end of market communication, the results of pre-event evaluations and inter-event evaluations are used to check whether the reach rate of the ads reaches the expected target, whether the frequency, quantity, and sustainability of the ads are sufficient to strengthen the brand impression. Actual profit, consumer's recognition of product quality and price, satisfaction and loyalty, whether consumers associate the corporate image through the brand image, and how well the brand and the company's popularity among market competitors have reached.