Marketing communication: principles and practice

appreciating
their situation.
We have an intimate interest in the success of marketing communication
effort. We are all consumers, and most of us are employees of enterprises that
have to sell at a profit to stay in business. The social value of marketing is
the meaning of what product providers do.
Because marketing communication, especially advertising, is such a public
form of communication, we have to be clear that we pursue objectives and
organize activities that are consistent with a socially responsible purpose
(Figure 7.1).
With so much public communication activity, we can sometimes lose sight
of what happens when people spend so much time reading, listening to, 
and hearing various types of mass media content. Perhaps it would be 
more responsible of managers to pay more attention to the use that people
make of the ‘mass’ media that carries so much of their effort. Just when 
does advertising and publicity become propaganda (see Figure 7.2 and Box
7.1)?
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THE ELEMENTS OF THE MODERN 
MARKETING MIX
Traditionally, the marketing mix is seen as a collection of tools to be used
to elicit desired responses from target markets in pursuit of business
objectives. But, until fairly recently, almost all marketing communication
textbooks discussed only the ‘promotion’ element, and most did not even
equate this with the wider concept of communicating. Mostly, promotion
has meant persuasion to buy, rather than provocation to exchange. Recently,
a more holistic conception of marketing communication has been brought
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ADVERTISING 
→
The strategy of desire
PROPAGANDA 
→ 
The strategy of conditioning
PUBLIC RELATIONS 
→ 
The strategy of trust and mutual understanding