mk communication
Marketing communications are all the messages and media an organisation uses to influence perception, shape behaviour and build relationships, combining different tools and channels such as advertising, social media, public relations and direct marketing to communicate with consumers in a strategic way depending on how, where and when the message is delivered. This means marketing communication is not limited to one format but is a system of interactions designed to affect how consumers think and act (for example, Instagram ads, influencer content or personalised emails that try to influence your decisions).
1.ADVERTISING: is a paid and controlled form of communication placed in media to reach a large audience, allowing companies to deliver messages directly to consumers at scale. It works because repetition increases memory, emotional shortcuts simplify decisions and familiarity builds trust over time (for example, repeated ads or slogans that stay in your mind).
-The Advertising decions: objectives, budget decisions, message decisions-media decisions, evaluation.
-Advertising objectives: 1. Inform: a new iphone ad explaining features (tell you something new) 2. Persuade: nike ‘’just do it’’ (choose me) 3. Remind: cocacola Christmas ads (don’t forget me) 4. Immediate action: 50% off – today only (buy now)
-3 types of message appeal: 1. Rational appeal: is about appealing to the customers self-interest, it promotes the quality, performance or price of a product (Ex: this phone battery lasts 2 days – no need to charge every night, oral B) 2. Emotional appeal: appeals to stirrup either negative or positive emotions motivating purchase marketers can make the consumer feel before think (a Christmas ad that makes you cry) 3. Moral appeal: what is right and proper (save the planet, unicef).
-PLC: 1. Growth: tiktok, apple watch, electric cars. 2. Mature: mc donalds, monopoly, cocacola. 3. Decline: DVD players, MP3 players.
-4 common budget methods/decision: 1. Affordable method: A budgeting approach where a company sets its advertising budget based on what it can afford after covering all other expenses. 2. Percentage of sales: A method where the advertising budget is calculated as a fixed percentage of current or forecasted sales revenue. 3. Competitive parity: A strategy where a company sets its advertising budget based on competitors’ spending to maintain a similar market presence. 4.Objective and task: A method where the company defines specific marketing objectives, determines the tasks required to achieve them, and then estimates the cost of those tasks to set the budget.
-3 factors to consider to place an ad: 1.Reach: how many people do you want to see your ad? 2. Frequency: how many times do you want people to see your ad? 3. Impact: where should you advertise to get the best results?
-Evaluate the succes of advertising campaign: Focus groups: get people to discuss the effects, -Surveys: get people to report whether the ad affected them, –Views, likes, shares, etc: did people engage with the ad online?, -Sales and profits: effects, –Compare with past campaigns: are sales up or down?, -Digital media has made evaluation much easier
-Develop an advertising budget:
1. Social Media Ads – €300,000. Platforms: Instagram, TikTok. Reason: Nike’s audience is young and active. Social media is great for engagement and reaching many people quickly.
2. Influencer Marketing – €200,000. Irish fitness influencers. Reason: Builds trust and feels authentic. People follow influencers they like.
3. Online Video (YouTube) – €200,000. Reason: Video is emotional and memorable. Good for storytelling and brand image.
4. Outdoor Advertising – €150,000. Billboards in Dublin. Reason: High visibility in busy areas. Good for brand awareness.
5. Sports Sponsorship – €150,000. Local events / teams. Reason: Matches Nike’s identity (sport). Creates strong local connection.
2.SALES PROMOTION: uses short-term incentives such as discounts, limited-time offers, or “only today” deals to encourage immediate purchase. It works by creating a sense of urgency and leveraging FOMO (fear of missing out), which pushes consumers to act quickly rather than overthink the decision, increasing short-term sales.
3.PUBLIC RELATIONS: focuses on managing a brand’s image and reputation through communication that appears independent, such as media coverage, press releases, or events.
4.DIRECT ADVERTISING: involves communicating directly with consumers through channels such as emails, SMS, push notifications, and personalised offers.
5.SOCIAL MEDIA MARKETING: uses social platforms to build brand identity, communicate lifestyle values, and create a sense of belonging among audiences.
6.BRANDING: focuses on shaping the perceptions, emotions, and associations people have with a company or product. It is not just logos, colours, or slogans; instead, it is what people feel when they hear your name, influencing trust, loyalty, and long-term preference. 7. PACKAGING: involves the design and presentation of a product as a way to communicate with consumers at the point of sale. It works as a “silent salesperson,” creating a strong first impression and signalling quality and brand values 8. DIGITAL ADVERTISING: is a type of advertising that uses online platforms such as search engines and websites to deliver targeted messages based on user data and behaviour. 9. INFLUENCER MARKETING: involves collaborating with individuals who have an audience—such as micro influencers (10k–100k followers) and macro influencers (100k+ followers)—to promote products or brands. 10. WORD OF MOUTH: Word of mouth is a component of Marketing Communications that involves consumers sharing opinions about a product or brand through reviews, ratings, and everyday conversations.
Product:
A product is anything that can be offered to a market for attention, acquisition, use or consumption that satisfies a need, meaning products are not only physical goods but also services, experiences or ideas that provide value and solve problems. Products represent solutions and meanings, as consumers are actually buying benefits rather than the object itself (for example, Spotify as a service, a university degree as an experience or therapy as a solution to a personal need).
-Levels of Product: 1. The core product refers to the main benefit or problem solved (for example, a phone providing communication or convenience). 2.The actual product includes the physical and visible elements such as design, features, brand name, quality and packaging (for example, the design and brand of an iPhone). 3.The augmented product adds extra services such as warranty, delivery, customer service or after-sales support that enhance the overall experience (for example, a warranty or customer support when buying a car).
-Consumer goods: are products bought by final customers for personal consumption and can be classified based on how consumers buy them and how much effort they put into the decision. 1. Convenience products are bought frequently with little effort and low comparison (for example, milk or snacks). 2. Shopping products are bought less often and involve comparison of quality, price or style (for example, furniture or a TV). 3. Specialty products have unique characteristics or strong brand identity and require a significant investment (for example, a luxury car or a Rolex watch). 4. Unsought products are those consumers do not usually think about buying or may not know about (for example, life insurance or new innovations).
Branding:
Branding is what people feel when they hear a brand name, meaning it is based on perception, emotions and associations rather than just visual elements like logos or colours. Branding creates meaning and value in the consumer’s mind, influencing how they perceive and choose products (for example, Apple representing innovation or Starbucks representing lifestyle).
-Brand Equity: is the value added to a product because of its brand name, meaning consumers are willing to pay more due to the feelings, trust or associations linked to the brand. This shows that branding has real financial impact on consumer behaviour (for example, customers paying more for Heinz products compared to generic alternatives).
-Brand positioning: is the process of creating a specific image or identity for a product, brand or organisation in the minds of the target market, meaning companies try to differentiate themselves clearly from competitors. Brands can be positioned based on attributes, benefits or values, depending on what they want consumers to associate with them (for example, positioning a brand as highquality, safe or sustainable). • Attributes – what the brand is good at – e.G. High quality service, durability, design, etc. • Benefits – what the brand gives you – Healthiness, Safety, Saving money, etc. • Beliefs and values – what does the brand stand for? E.G. Sustainability, inclusion, well-being, beauty, etc.
Digital Storytelling:
is the use of narrative, emotion, characters, conflict and resolution delivered through digital platforms, meaning brands communicate ideas through stories rather than just information to make content more memorable and engaging. It works because people remember stories more than facts and storytelling helps hold attention, create curiosity and encourage people to engage with content in crowded digital environments (for example, TikTok videos, Instagram reels, YouTube series or podcasts). – People remember stories, not facts – It uses emotion, characters, and conflict. -The goal is to capture attention (the most valuable and scarce resource online). Every effective story includes key elements such as a character, a goal, a problem, tension and change, which help create engagement and emotional connection.
Climate Change: is the long-term change in Earth’s temperature and weather patterns, mainly caused by human activities such as burning fossil fuels (coal, oil and gas), which release gases that trap heat in the atmosphere and make the planet warmer.This leads to serious global impacts such as rising temperatures, melting ice caps, rising sea levels and more extreme weather conditions like floods, droughts and wildfires (for example, flooding in Bangladesh, drought in Somalia or wildfires in Australia).