Modern Marketing Communications
Marketing communications is a subject which has become popular in both marketing and public relations circles, but sometimes with different parameters. There are those who prefer to confine marketing communications to promotional activities, which is most
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This book is dedicated to Rebecca and Adam Fellows
Other books by Frank Jefkins Advertising Advertising Made Simple (4th edn.) Advertising Today (3rd edn.) Communication in Industrialising Countries Dictionary of Marketing, Advertising and Public Relations (2nd edn.) Effective Marketing Strategy Effective Press Relations and House Journal Editing (3rd edn.) FJfective PR Planning (2nd edn.) Effective Publicity Writing International Dictionary rif Marketing and Communication Introduction to Marketing, Advertising and Public Relations (2nd edn.) Marketing: A First Course Modern Marketing (2nd edn.) Planned Press and Public Relations (2nd edn.) Public Relations (3rd edn.) Public Relations In Action Public Relations for Management Success Public Relationsfor Marketing Management (2nd edn.) Public Relations for Your Business Public Relations Made Simple Public Relations Techniques Secrets of Successful Direct Response Marketing
_MODERN _ _ MARKETING_ COMMUNICATIONS ·frank Jefkins · BSc(Econ), BA(Hons), MCAM, ABC, FIPR. FAIE. FLCe. FlnstSMM. MCIM
Blackie
Glasgow and London
Blackie and Son Ltd. Bishopbriggs, Glasgow G64 2NZ and 7 Leicester Place, London WC2H 7BP
©
1990 Frank Jelkins
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by mry means, electronic, mechanical, recording or otherwise, without the prior permission of the Publishers.
British Library Cataloguing in Publication Data J elkins, Frank, 1920Modern marketing communications. \. Marketing. Communication 1. Title 658.8
ISBN-13: 978-0-216-92694-3 e-ISBN-13: 978-94-011-6868-7 DOl: 10.1007/978-94-011-6868-7
Phototypesetting by Thomson Press (India) Limited, New Delhi
Preface Marketing communications is a subject which has become popular in both marketing and public relations circles, but sometimes with different parameters. There are those who prefer to confine marketing communications to promotional activities, which is mostly an academic point of view, and there are those who see the subject in broader terms, embracing every form of communication used in marketing, which is how the subject is practised in the business world. While the author has long experience as a teacher and examiner, he also continues to be a professional practitioner. Consequently, the book aims to serve those concerned with both the academic and the professional in terpreta tions of marketing comm unica tions. I t is of course hoped that those who adopt the academic approach to the subject will eventually acknowledge that there is more to marketing communications than advertising, sales promotion, selling, marketing research and public relations. It is also necessary to realise that public relations embraces much more than the 'publicity' in the 4Ps promotion box. Without wishing to be contentious, this broad approach is proposed so that communications of all kinds throughout the marketing strategy can have maximum effect. Very little has been published on this subject, and the book is therefore
