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P1. Evaluate different types of marketing channels and how they serve communication objectives within an organisational context.

P1. Evaluate different types of marketing channels and how they serve communication objectives within an organisational context.

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3. Personal selling: is an immediate way to deal with clients through salesmen or experts.

Incorporates: salesmen, phone advisors, relationship deals, and so forth.

4. Sales promotion: These are exercises gone for invigorating and urging clients to buy items

including advancements, demo things, vouchers, coupons, purpose of offer presentations, and so


5. Public relations: is community activities aimed at building a unified image of the brand not

just for customers but also for different groups of people in society. Public relations include:

- Government relations: Compliance with government regulations, fulfillment of obligations,

responsibility to society.

- Community relations: Manufacture picture of the business with the network where the

organization is working.

- Media relations: Manufacture picture of the business with the network where the organization

is working.

- Influencer relations: The relationship with influential people in society is also an effective

communication channel.

- Publicity: through events that attract the attention of the public and the public to promote

reputation and brand.

- Internal communications: Communicate to company staff and partners about the company's

image and branding to build culture and cohesion.

Internal communications

Internal communication is the interaction between the members of the business (interaction

between the leadership team and employees as well as between employees) and directly

influences the formation of corporate culture.

The first manifestation of the impact of internal communication is expressed through the

communication relationship between the manager and the staff. Employees always want to know

all the information about the company they are operating, especially the information related to


the development and orientation of the business. If the board deliberately hides the information,

it will give the employee the feeling the company has something hidden, making them lack of

confidence in the business that they are working. The process of two-way communication from

leadership to staff and from staff to leaders are transparent will help leaders know the

expectations, opinions contribute special initiatives technical innovations in order to improve

productivity, quality, employees will also feel that they are listening and understanding before the


The internal message must be transmitted in a uniform and consistent with the strategy and

objectives of the enterprise and need to be clear, right to the point, the right audience. The person

who sends the message needs to express his / her wishes and intentions so that new employees

can easily absorb the message and then turn the message into action. Each business will have its

own objectives, organizational structure and culture so that they will set up internal

communication in an appropriate manner, not the same as other companies. In order to achieve

the best communication performance, internal communication needs to be multi-dimensional,

cross-cutting, not merely imperative, as every member of the company needs to know the

information. listen to opinions and be respected. Leaders also need to focus on the attitudes and

feelings of the receiver. Every employee has good leaders, who know how to develop their

creativity in the message.

Every business has enough means of communication such as phone, e-mail, website, newsletters,

brochures, etc., but live meetings are still the most effective means. Employees will be able to

easily express their opinions, get ideas, contribute to the company's development strategy, and

solve problems in the workplace.

One point to note in corporate communications is that the information transmitted is susceptible

to distortion, deformation, missteps, what to say, what to say wrong. Incorrect information will

cause indiscriminate speech, affecting the credibility of businesses and individuals.

Interpersonal communication also plays an important role in the process of building and

developing corporate culture. Positive exchanges will strengthen the solidarity, sharing,

contribute to create consensus, agree together to try to implement the goals and plans of the


business. Conversely, communication that occurs in the negative direction will result in disunity,

faction, weaken the unit.

External media

Businesses want to succeed in the market, it is indispensable to introduce and promote the value

of the business to the outside. This communication channel is closely related to the businesscustomer relationship. The information conveyed to customers must be accurate, honest. The

quality of the products and services of the enterprise must be implemented in the same way as

the notice, avoiding the hype about the advantages of the product. This is a matter of expressing

the culture and morality of the business.

On the market today, some enterprises announce high quality standards, good quality to attract

consumers, but when put into appraisal is not guaranteed. Even businesses are offering lowquality products containing substances harmful to their health, such as soybeans with cancercausing 3-MCPD levels, melamine-tainted milk, or drug expired use ... There are many

businesses advertising promotions with many attractive incentives but not fully implemented as

announced. Or there are irresponsible activities with the community such as sneaking toxic

wastewater into rivers and lakes, randomly dumping toxic waste untreated into the

environment ... despite the notice outside many social programs "majestic". Words contrary to

the action will worsen the image of the brand, losing the trust of customers, push the business to

the risk of bankruptcy.

The communication between the enterprise and the customer also influences the prestige of the

business. When communicating with customers, employees must be attentive, polite, friendly,

ready to help customers when there are difficulties. Disrespect, irritability, unanswerable answers

(directly or over the phone) ... of employees will damage the image of the business, causing

customers to turn away from the brand.

In order to become a prominent enterprise in the market and have more advantages than

competitors, in addition to running the application of science and technology, renovation of

equipment and machinery, businesses must attach importance to building culture. Communicate

the conversation won the sympathy of customers. Transport companies such as Mai Linh, Rang


Dong, Phuong Trang ... have focused on building communication and behavioral culture and

have become the brands trusted by many customers.

Leaders need to communicate the importance of external media to employees, especially

employees who have regular contact with customers. Employees must work professionally,

putting customer satisfaction first.

Defining objectives and how they relate to the business.

"The goal is to show the purpose of the business, the specific milestones that are being developed

step by step. A goal is a question that needs to be answered within a certain period of time. The

goals that need to be met are both quantitative and qualitative, and the budget and means of

implementation are identified. Each stage of business development will have its own goals.


Organizations need to survive, create economically, it is important to decide the reason and

destinations of activity proper. Business execution is just compelling once its arrangement is

inseparably connected to its business goals. The arrangement and targets of the venture ought to

be balanced in time as indicated by the progressions of the earth; in the meantime, stay with the

capacity of the business, for example, capital, work, innovation. Keeping in mind the end goal to

well satisfy the plans and targets, undertakings must have a judicious authoritative structure and

clear division of assignments for each segment and individual; It likewise organizes exercises to

accomplish the reason for the business.



The American Advertising Agencies Association (IMA) 4A defines integrated marketing

communication (IMC) as marketing communication planning that determines the incremental

price of an integrated plan, evaluates the strategic role of components Different in the media such

as advertising, promotion, propaganda. The combination of these activities will produce a clear,

consistent and effective communication.

The role of IMC


The fundamental apparatuses used to accomplish the association's correspondence objective are

called special blend, which is publicizing, advancement, coordinate showcasing, PR and

individual contributions. Each factor assumes an alternate part in the IMC procedure and they are

additionally executed in various structures, each with its own favorable circumstances and


A fruitful IMC program requires the venture to know how to legitimately consolidate

correspondence strategies and apparatuses, to characterize the part and expansion of these

components in the coordination and utilization of them. To accomplish this, the individual

accountable for the organization's correspondence exercises must comprehend the part of

promoting interchanges in an advertising design.

The role of integrated marketing communications is as follows:

An apparatus to perform correspondence capacities, address client issues.

Organize with other advertising apparatuses - blend to achieve promoting objectives

Focused devices in business: increment the estimation of items, data, manufacture

consciousness of items, improve mark notoriety, look after trust, great state of mind of

the organization.

IMC can:

Data about item points of interest.

Foundation of observations and states of mind ideal to items, organizations.

Make mark inclination.

Increment the quantity of current deals.

Unite circulation exercises at retail outlets.

Accomplish joint effort from delegates and deals drive.

Propel the business compel.

Fabricate a decent picture of the organization.

IMC can not:

Convince buyers to purchase items that don't fit the necessities.

Influence clients to purchase items at higher costs.

Persuade clients to purchase the item while it is conveying constrained


Ethical issues in marketing communications

Moral promoting is tied in with applying moral guidelines to the showcasing procedure, so as to

completely inspect particular advertising issues as they relate to moral judgment. Organizations

that promoter and actualize moral showcasing show social obligation and are touchy to business


Dishonest promoting is the showcasing movement that exaggerates the positive focuses and

covers the negative focuses with a wonderful, eye-getting look went for helping the item or

administration of the business catch everyone's eye.

Exploitative showcasing has six primary classifications:

1. Grandparents: Some nations have a prohibition on publicizing tobacco and liquor, so a few

organizations will utilize non-guide promoting techniques to help shoppers to remember their

reality. Paris Hilton publicizes R.P liquor or female artist Lee Hyori exhibits her provocative

body promoting for C.C Korean wine are cases of this type of showcasing.

2. Embellishment: A bogus proclamation of item quality or prevalence. A motto like "scope all

around" publicizing for highlights is relatively difficult to make.

3. Flattering: Only flattering unconfirmed advantages of the product, such as "best taste",

"quality can not replace the substitute"

4. Unverifiable Claims: Advertising guarantees comes about without logical confirmation, for

example, sound lustrous hair, which can not clarify the reason.

5. Female example: This sort of promoting brings down the esteem and makes a negative

generalization for ladies. Ladies are regularly depicted as sexual questions in publicizing.

6. False Comparison: Make false or deluding articulations about your rivals' items. For instance,

organization K in the ad specifies the "spring sleeping pad is hurtful to the strength of the

shopper" while the organization just creates elastic beddings. This has influenced different

sleeping cushion makers. At that point organization K needed tớ openly right and apologize on

the media.


Advertising to children

In fact, advertising with vivid images, colorful colors will help children develop the perfect

imagination and thinking. The ads have just advertising information, both towards the aesthetics

also have a good effect on the process of forming the personality of the child. Through

advertising, children can recognize, explore the world around easily.

However, the problem has its negative side. After 2000 families about the impact of advertising

on children, Somerfield (a spokesman for the investigation team in the UK) concluded that some

ads on television caused obesity, or spend extra money in small children.

The reason is because advertising content is shown on TV is very diverse and complex.

Sometimes sensitive images, short-lived or over-reacted lyrics from an actress may show

negative effects on the child's personality and thoughts.


"Greenwashing" is a term that has a negative meaning, derived from the term "Whitewashing,"

which is used in the political field, which is understood as attempts to hide the truth.

"Greenwashing" is set by environmental activists, which implies a description of consumer

misconduct related to the environmental performance of a company or related to the

environmental benefits of a product or service.

An activity is considered "greenwashing" when an organization or association contributes time

and cash to affirm that its items are green items that are ecologically well disposed (green items)

through Advertising and showcasing instruments rather than really putting resources into

business practices to limit the negative effect of items on nature.

LO2 Devise communication objectives and justify appropriate channel selection and


P2. Design communication objectives for a given organisational situation

Communication objectives


Communication objectives are what organizations need to accomplish through an interchanges

program. The objective of the media can be to manufacture a picture, a brand esteem, increment

client view of an item, an administration, present another item, change misinterpretations. item

imperfection, and so on. Having a particular correspondence objective will give the business a

reason for estimating the viability of an interchanges program.

IMC at different stages of the Product life cycle

PLC presents the changes of the aggressive conditions in a given class.

The initial step of the product life cycle is the presentation. At this progression, the organization

mustsub mit to target clients the advantages of the new brand (the item that is sold under a

specific brand) contrasted with existing ones. This compares to the primary phase of brand


At this stage, it is basic for the new brand to pick up shoppers trust.This is a procedure that

requires significant investment, and keeping in mind that it endures organizations ought to be

readied that the business development of the specific brand will be insignificant. Winning the

purchasers trust, be that as it may, is a basic factor for the future advancement of the brand.

Thusly at this first stage the associations should indicate persistence and contribute enough time

and exertion. Notwithstanding the particular type of promoting correspondences that the

organization will utilize – whether it will be a pressconference, a discourse, an article or an up

close and personal dialog – a definitive objective of IMC at this stage is to win the trust of the

intended interest group.

All significant emergencies in the historical backdrop of marking have been caused by an

absence of discourse with clients about their needs and their absence of consciousness of how the

new brand can fulfill buyers' needs superior to the current choices. On the off chance that the

clients don't confide in the marked item they purchase, the achievement of the brand, if there is

any, in the best case will be for ashort-term. While endeavoring to fabricate a positive brand

picture and to win buyers' trust, it will be most beneficial for the organization to put principally

in advertising. The upsides of this component of the coordinated promoting interchanges make it

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P1. Evaluate different types of marketing channels and how they serve communication objectives within an organisational context.

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