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The Marketing Communication Process is the way in which a sender encodes a marketing idea and conveys it through message and medium so receivers can decode and understand.
The problem with communication is that people interpret wrong the message.
Communication objectives:
- need recognition
- build awareness
- reinforce decision
- brand reminder
- stimulate action -> true test of the marketing 1984 Joe Green
- value persuasion
Marketing Communication Tools:
- Word of mouth
- PR
- Personal Selling
- Sales Promotion
- Advertising
- Direct Marketing (Targeted marketing)
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