Guide on How to Write University Essays, Courseworks, Assignments and Dissertations

Marketing Communications

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Marketing Communications is an umbrella term used to describe a series of functions and tools used by businesses, full-service agencies and consultants to garner awareness from different desirable ‘publics’. Its mainstay functions generally include media advertising; public relations & publicity; sales promotion and collateral materials development. In some instances within major corporations, activities and budgets are sufficiently large to justify separating out one or more of these functions into a dedicated department of its own. In recent years, the availability of the Internet as a worldwide communications medium has dramatically increased the number of communications methods and tools utilized within the marketing communications organisation.


There are many skills under the MarCom umbrella


People who function within marketing communications groups encompass a wide number of different skills and abilities. There are copywriters who generate the text for advertising, public relations & publicity and sales promotion projects; artists and graphic designers who prepare layouts and graphics that support the text; photographers; media buyers, traffic and production people; account executives, managers and supervisors who interface between the MarCom group and clients; specialists in public relations and publicity and people who function to implement Internet programs. Together, they are responsible for program development and implementation of just about every project designed to create awareness for the company’s prospects or the agency’s clients. In most cases, individuals who serve as marketing communications consultants have had many years inside the MarCom umbrella and now limit their activities to program development and assessment. (SureSolutions, 2007).


The Internet has brought changes and added reach to marketing communications


While traditional, well-established marketing communications efforts are still important and ongoing; the advent of the Internet has demanded that MarCom groups embrace an entirely new set of promotional concepts and techniques. It offers new types of advertising, unique publicity opportunities and requires new skills to handle Search Engine Optimization (SEO) and other functions that increase promotional opportunities by affecting the ranking of materials submitted to search engines such as Google, Yahoo and others. Never before has there been a single medium that provided such a wide global reach for marketing communications materials. (, 2007)


Notwithstanding its extensive ‘reach’, the Internet really doesn’t do anything that’s very different from traditional media. It just does it better, faster and is available to far more people than anything around today. And as you might expect, the competition for high rankings on search engines and placements on websites is exceptionally high. To successfully penetrate the Internet or to design and build websites, many marketing communications groups have hired specialists who have been working with the Internet since it’s inception to fulfil these functions. Others have outsourced these highly-specialized functions to dedicated groups outside their own organisations. The Internet has clearly mandated that marketing communications evolve as it has so that they may continue to serve their companies and clients as effectively as possible. Moreover, it is virtually certain that new technologies will prompt still further evolution.


References Business, Economist Print Edition (2006) ‘The ultimate marketing machine’ [on-line].

Available from:

Accessed: 10-16-07

SureSolutions, Inc. (2007) ‘Internet Marketing & Advertising Methods’

Available from: internet_marketing_advertising.html

Accessed: 10-16-07   


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