Marketing Communications

Marketing Communications
TASK 1
TASK 3

Table of Content
• Introduction
• Theories and concepts
• Requirement of marketing communication strategy
• Development of digital technology affects marketing
and communication
• Digital media for marketing purposes
• Factors to be considered while planning campaigns
• Conclusion
• References

Introduction
Marketing communication encompasses several tools and
techniques in order to convey promotional messages related
to organisational products or services. This presentation
includes theories along with concepts related to marketing
communication and analysing requirement of marketing
communication strategy. It further includes analysis of ways
in which digital technology affects marketing and
communication, appraisal of scope, benefits as well as
drawbacks for digital media for marketing purposes,
analysing various factors while planning digital marketing
campaign.

Theories and concepts of marketing
communication
Some of the theories and concepts of marketing communication are as
follows:
Aida theory: Such model is used for identifying cognitive stages
related to brand awareness at market place.
Attention: Attention helps in creating brand awareness
Interest: It includes generating interests.
Desire: Desire helps in generating emotional connection.
Action: Action involves engaging customers with organisational
products.