Marketing Communication Model

Marketing Communication Model

The marketing communication model is a framework that helps organizations to plan, execute, and measure their marketing activities. Or the 4Ps model, because it focuses on the four key elements of marketing: product, price, promotion, and place. This communication model is based on the idea that organizations need to carefully consider each of these elements. This is in order to create a successful marketing strategy. By doing so, they can ensure that they communicate their message effectively to the target audience. As well as to meet the overall marketing goals.

The models are effective for both B2B and B2C marketing. However, it is important to note that the model is not a one-size-fits-all solution. The organizations need to tailor their approach based on the specific needs of their business.

Components of marketing communication model:

The framework that businesses use to develop and implement their marketing communications strategy. The model includes four key components: the message, the medium, the audience, and the channel. Each of these components plays a vital role in the effectiveness of the marketing communications strategy.

There are four key elements in the model:

  1. The message:

The message is the most important part of the model. It is the core of the communication that needs careful crafting to deliver the desired results. The message must be clear, concise, and easy to understand. It should also be persuasive and motivating.

  1. The Medium

The medium is the second most important component of the model. It is the means by which the message is delivered to the audience. Choose the medium carefully to ensure that it reaches the target audience effectively. Common mediums used in marketing communications include television, radio, print, and online.

  1. The audience 

The audience is the third key component of the model. Select the audience carefully to ensure that they are receptive to the message. Define and segment the target audience into manageable groups.

  1. The channel

The channel is the fourth and final component of the model. It is the means by which the message is delivered to the audience. Furthermore, choose the channel carefully to ensure that it reaches the target audience effectively. Common channels used in marketing communications include direct mail, email, and social media.

Marketing Communication Tools

Source: Professor Wolters

There are dozens of marketing communication tools available to businesses and organizations today. But which ones are the most effective? And how do you choose the right mix of tools to reach your target audience?

Let’s take a look at some of the most popular marketing communication tools. See how to use them to achieve your marketing goals.

  1. Advertising

Advertising is one of the most common and effective marketing communication tools. It allows you to reach a large number of people with your message through different channels. Including television, radio, print, and online.

  1. Public Relations

Public relations is another important marketing communication tool. It can help you build relationships with key influencers and get your message out to the media.

  1. Events and Sponsorships

Events and sponsorships are great ways to connect with your target audience and create a lasting impression. They can also generate publicity for your business or organization.

  1. Social Media

Social media is one of the most powerful marketing communication tools available today. It allows you to connect with your target audience and build relationships with them.

  1. Direct Marketing

Direct marketing is a great way to reach your target audience with a specific message. It can promote special offers, product launches, or other important information.

When choosing the right marketing communication tools for your business or organization, it’s important to consider your goals and objectives. What are you trying to accomplish? Who is your target audience? And what channels will best reach them? By answering these questions, you’ll be able to choose the right mix of tools to achieve your desired results.

Types of marketing communication models:

There are four common types of models which are AIDA, PESO, 4Ps, and 7Ps. 

AIDA Model

AIDA is a model that stands for Attention, Interest, Desire, and Action. The AIDA model is one of the most popular and well-known marketing models. It is often used in marketing campaigns and strategies to increase sales and conversions. The model suggests that there are four steps in the way a customer takes action: Attention, Interest, Desire, and Action. The AIDA model is a great way to increase sales, conversions, and customer engagement. The AIDA model is also popular in advertising and promotions. It describes the stages that occur from the time when a consumer first becomes aware of a product or service; until the time when they purchase it.

According to the AIDA model, businesses must first generate attention for their products or services. They can do this through marketing and advertising campaigns. Those then need to grab people’s attention and raise awareness of what the business has to offer.

PESO Model

PESO is an integrated model that includes Paid, Earned, Shared, and Owned media. The PESO model was created by Gini Dietrich, founder and CEO of Arment Dietrich, a public relations firm. The PESO model helps businesses create an integrated communications strategy that utilizes all four types of media. 

4Ps Model

4Ps is a model that stands for Product, Price, Place, and Promotion. The 4Ps of marketing is a model for enhancing the components of your “marketing mix”. The way in which you take a new product or service to market. It helps you to define your marketing options in terms of price; product; promotion as well as the place so that your offering meets a specific customer need or demand.

7Ps Model

7Ps is a model that stands for Product, Price, Place, Promotion, People, Processes, and Physical evidence. The 7Ps model was first developed by E. Jerome McCarthy in 1960 and has since been used by marketers around the world as part of their marketing mix. The 7Ps model applies to any business or industry, but it is particularly relevant for service-based businesses. This is because services are intangible and, as such, it can be more difficult to market them effectively. The 7Ps model is a framework that helps you think about all aspects of your service offering; as well as how you can improve it. 

Difference Between The Push Model And Pull Model

Source: ALSO

The push model is a type of model in which marketers promote their products or services to consumers through intermediaries, such as retailers, wholesalers, or distributors. The main objective of the push model is to generate demand for the product or service among intermediaries, who will then promote it to consumers. 

Furthermore, the pull model is one in which consumers actively seek out information about products or services that they are interested in. In this model, marketers create demand for their products or services by making them easily accessible and visible to consumers. One of the most common examples of the pull model is online marketing. Where consumers can easily find information about products as well as services that they want with a simple search.  

Advantages & Disadvantages

Firstly, the push model allows marketers to control the message and placement of their product or service. Making it easier to target specific intermediaries and consumers. On the other hand, the main disadvantage of the push model is that it can be expensive. This is because it requires marketers to create demand among intermediaries who may not want to promote the product or service. 

Another main advantage of the model is that it is more efficient than the push one. Because consumers who are actively seeking out information through push and pull about products or services are more likely to be interested in them. Other main disadvantage of the pull model is that it can be difficult to control the message and placement of the product or service. As consumers can easily find competing products or services with a simple search. 

Both the push and pull models have their own advantages and disadvantages. And which one is used depends on the product or service being marketed; the target market and the overall marketing strategy. 

Marketing Communication Process

There are six components to the marketing communication process: sender, receiver, message, media, encoding and decoding. The sender is the originator of the message, while the receiver is the intended audience. The message is the information that the sender wants to communicate. While media refers to the channels through which you deliver the message.

Encoding is the process of converting the sender’s message into a form that can be transmitted; while decoding is the process of converting the encoded message back into a form that can be understood by the receiver. The response is the reaction of the receiver to the message. While feedback is any information that is sent back to the sender about the response. Noise is any factor that interferes with the communication process. It can be external, such as background noise, or internal, such as a person’s own biases and preconceptions.

The marketing communication process is also an important tool for marketers. It helps them create messages that are clear as well as understandable. Furthermore, they will have the desired effect on their target audience. By understanding the components of the process and how they work together, marketers can more effectively plan and execute their marketing campaigns.

Marketing Communication Mix

Source: ALSO

There are many elements to consider when planning a marketing communications mix. Each element serves a different purpose and works to achieve different objectives. The elements of the mix can be divided into four broad categories: advertising, public relations, direct marketing, and sales promotion.

  1. Advertising 

Advertising is any paid form of non-personal communication about an organization, its products or services. It typically takes the form of television or radio commercials; print ads in newspapers or magazines; online banner ads or billboards.

  1. Public Relations

Public relations are the deliberate and strategic use of communication to build relationships between an organization and its key publics. Such activities can include media relations (working with reporters to get positive coverage); Crisis communications (managing negative publicity); employee communications (internal communications to ensure employees are aligned with the organization’s mission and values); and investor relations (communicating with shareholders).

  1. Direct Marketing

Direct marketing is a form of marketing that involves directly communicating with potential customers, either through mail, email, or text message. It promotes special deals or discounts; to announce new products or services; or simply to keep customers up-to-date on what’s going on with your company.

  1. Sales Promotion 

Sales promotion is any short-term incentive that is used to encourage purchase of a product or service. It can take many different forms, including coupons, discounts, contests, and sweepstakes.

Choosing the right mix of marketing communications elements is critical to the success of any marketing campaign. The best mix will depend on the products or services being promoted, the target audience, and the objectives of the campaign.

  • Make sure each element of the mix works together to create a cohesive message.
  • Don’t overload your target audience with too many messages. Stick to one or two key points and make them clear.
  • Keep your overall objectives in mind when planning each element of the mix. Make sure each element is working towards those objectives.
  • Be aware of the different strengths and weaknesses of each communications element. Use each element to its fullest potential.
  • Plan for how you will measure the success of your marketing communications campaign. This will help you determine whether or not your mix is effective.

When used correctly, the marketing communications mix can be a powerful tool for any organization. By carefully planning each element of the mix, you can create a campaign that is sure to reach your target audience and achieve your desired objectives.

Which of the following is true of consumers in the new marketing communications model?

  1. They have a better chance of finding product and brand information on their own.
  2. Or they rely more on traditional means of product information distribution.
  3. They are less educated about firms and product marketing strategies than they were before.
  4. Are less effective than they were in influencing a firm’s marketing approach.

Answer: Option (A) is correct.

Which of the following statements is correct regarding marketing communications today?

  1. Marketers are turning the tide in favor of digital communications
  2. Advertisements may now target smaller customer groups with more personalized, engaging material.
  3. The rise of digital and social media has given birth to a more social, more targeted, yet less engaging marketing communication.
  4. Advertisers are changing the way they reach their various consumer bases by using less fragmented media and promotion mixes.

Answer: Option (B) is correct.

Which element of the marketing communications mix does oxo most heavily utilize?

  1. Emotional
  2. Logical
  3. Rational
  4. Irrational

Answer: Option (C) is correct.

Oxo heavily utilizes the rational element of the marketing communications mix in its advertising and marketing campaigns. This is evident in the company’s use of rational appeals such as facts and figures, testimonials, and expert endorsements. Oxo also emphasizes the functionality and practicality of its products in its marketing, which is another indication of its focus on the rational element. This approach has helped Oxo to establish itself as a trusted and reliable brand in the minds of consumers.

Which of the following is true of advertising in the new marketing communications model?

  1. Advertiser are turning to digital media in order to reach potential customers.
  2. Advertisers are putting more money into broadcast advertising.
  3. Traditional media are becoming less costly for advertisers.
  4. Advertisers are reducing the level of targeting in their advertisements.

Answer: Option (A) is correct.

Which is not an element of integrated marketing communications?

  1. Packaging
  2. Event marketing
  3. Sales promotion
  4. Media advertising 

Answer: Option (A) is correct.

What does integrated marketing communications foster?

Integrated marketing communications (IMC) promotes a consistent message across all channels of communication. This includes advertising, public relations, social media, direct marketing, and more. The goal of IMC is to create a seamless experience for the customer that ultimately leads to conversions and loyalty. 

IMC is important because it allows businesses to control the narrative around their brand. In a world where there are so many channels and touch points, it’s important to have a clear and consistent message. This way, customers will be more likely to engage with the brand and make a purchase. IMC also allows businesses to track and measure the success of their campaigns.

By using data and analytics, businesses can see which channels are performing well and adjust their strategy accordingly. This helps them to use their resources in the most efficient way possible. Integrated marketing communications is a powerful tool that can help businesses to reach their goals. By promoting a consistent message across all channels, businesses can control the narrative around their brand. Additionally, IMC allows businesses to track and measure the success of their campaigns. This helps them to use their resources in the most efficient way possible.


Communication is a tool that can be used to create a strategic plan for marketing. It is important to consider all of the elements of the model when creating a plan, as each element plays a role in the success of the overall strategy. By taking the time to understand each element and how it works together, you can create a plan that will effectively communicate your message to your target audience.

When creating a marketing communication model, it is important to consider your objectives, target audience, and the channels that you will use to reach them. By doing this, you can develop a plan that is tailored to your specific needs and that will reach your target audience in the most effective way.

Once you have considered all of the elements of the model, you can begin to develop your strategy. Your strategy should be designed to reach your target audience through the channels that you have selected. You should also consider the objectives that you have set for your communications strategy. By developing a well-rounded strategy, you can ensure that your marketing communications are successful.

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