An Introduction To Deconstructing Marketing Communications

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There is some degree of irony in the fact that when discussing the topic of Marketing Communications, there is sometimes confusion in how various components are referenced in the field. Words such as Elements, Platforms, Modes, Formats, Approaches, Types, Methods, Systems, etc. have all been used to delineate the various parts that make up the whole of marketing communications, but they haven’t always been used in the same manner. Despite the annoying lack of consistency and clarity, however, a deconstructed view of the various components is essential in understanding how marketing communications work and how we can improve them.

In the following discussion, several identifiers are used to label particular sets of components or tools, but be cautious by knowing that other professionals in our broad fields of marketing and communications might use these terms in other ways. This could be contingent on not only the industry in which they work, but even the organization or department that employs them. Marketing Communication Modes Basic discussion of marketing communications often references a set of methods, often called “modes,” by which marketers share or exchange information with their various audiences. Although the number and grouping of these modes varies across authors, they generally contain the following ten components (note that some of these modes may overlap to some degree):

1. Advertising: In general, advertising is the most common form of marketing communication and consists of the paid delivery of a marketing message (the presentation or promotion of goods, services, ideas, etc.) via a variety of media channels, such as print (newspapers, magazines), broadcast (television, radio), physical display (billboards, signs, posters), network/transmission media (landline telephone, wireless, cable, satellite), general digital media (websites, email), and social media (Facebook, YouTube, Twitter, etc.)

2. Personal Selling: Interpersonal (i.e., person-to-person) two-way interactions between individuals or small groups with the end purchase of facilitating an exchange (i.e., making a sale). Personal selling can include face-to-face (in-store or at the customer’s work or home), phone calls, video conferencing, and/or online chats. Various aspects of personal selling include acquisition of leads, development of prospects, solicitation of commitment, signing of contracts, delivery of product, and collection of compensation.

3. Sales Promotion: Temporary (short-term) incentives to encourage trial (current customers trying new products or new customers trying a current product) or to boost sales volume (and hopefully sales revenue). Sales promotions can be directed toward 2 end-users (using samples, discounts, deals, rebates, or coupons), distribution partners (with co-op advertising or display allowances), and/or internal sales forces (using contests or short-term incentives).

4. Direct Marketing: Communications that allow recipients to respond directly to the message sender in order to facilitate the exchange. These communications can be fairly broad (such as a direct-response television or radio ad that solicits immediate responses) or strongly targeted (such as mailed letters or catalogs, email, or automated phone solicitations).

5. Interactive Marketing: Communication activities and programs that change based on specific audience member actions. Examples are website interactions, online games, or virtual reality.

6. Public Relations / Media Relations / Publicity: Public relations (PR) work is often thought of as being focused on getting others to discuss your product or brand without paying them. PR activities may include broad activities such as community relations, public affairs, and crisis management, as well as specific tasks involving press/news releases, media/press kits, speaking engagements, charitable activities, and employee interactions. These activities may be directed internally to organization employees, or externally to individual buyers, groups, the government, and media organizations. Often, the purpose is to promote, change, and protect the image of an organization, product, or individual.

7. Corporate Philanthropy: The support of another (typically non-profit) organization’s activities is generally considered sponsorship. It can be done with in-kind (product) donations, monetary support, or volunteer work from organizational employees. Sponsoring organizations often attempt to choose a charity recipient that has similar audiences, similar industry focus, geographic proximity, and/or shared ideals. Examples include being the official product sponsor of an event, title sponsorship, or cause-related marketing that may share a portion of proceeds with a sponsored organization.

8. Events/Experiences: Activities and programs designed to create ongoing or temporary immersive interactions for target audiences. These might include arts, entertainment, sports, and festivals, or continuous displays, venues, or public occasions.

9. Word-of-Mouth: The encouragement or influence of buyers and/or the public to relay information about the product or brand from person to person via written, oral, or electronic communication. This type of communication is particularly strong due to the higher trust that people put into recommendations that come from friends or acquaintances over the institutions that offer the products.

10. Research and Listening: As marketers have moved the consideration of marketing messaging from mere Promotion (a la McCarthy’s 4 P’s) to interactive Communication (Kotler’s 4 C’s), it is prudent that marketers consider the other side of the communication equation—that of receiving information from our audiences in addition to just providing it. To do this, we need research, feedback, customer listening, response mechanisms, etc. Some of these activities may precede the formulation and delivery of formal marketing messages; some will be ongoing attempts to learn about the customer needs; and others may be feedback mechanisms to ensure sufficient processes, product design, and delivery systems.

Paper For Above instruction

Marketing communications encompass a broad spectrum of methods, platforms, formats, and elements that together facilitate the effective dissemination and reception of messages between organizations and their audiences. Deconstructing these components is essential for understanding how marketing messages are crafted, delivered, and interpreted, enabling marketers to optimize their strategies in a highly competitive environment.

One fundamental aspect of marketing communication is the concept of modes or methods through which messages are conveyed. As outlined by Miyazaki (2020), there are ten primary modes, including advertising, personal selling, sales promotion, direct marketing, interactive marketing, public relations, corporate philanthropy, events and experiences, word-of-mouth, and research and listening. Each mode serves a specific purpose and utilizes various platforms; for example, advertising might use print, broadcast, or digital media to reach audiences, while personal selling involves direct, interpersonal interactions aimed at closing sales. Recognizing the overlap and distinctions between these modes offers insights into designing integrated marketing strategies that effectively target different audience segments.

Platforms further define how messages are delivered within these modes. Kotler and Keller’s (2012) classification of platforms into paid, owned, earned, and shared media exemplifies how different channels—such as television, social media, press, or blogs—fit within the overall communication strategy. Each platform brings its own context and influences how messages are perceived due to existing associations, user expectations, and the nature of the medium itself. For instance, a message delivered via social media (shared platform) often carries a different tone and perceived authenticity than a paid advertisement on television.

Beyond modes and platforms, the formats of communication focus on how messages are visually, auditory, or tactilely conveyed. Miyazaki (2020) identifies eight core formats: static visual imagery, dynamic visual imagery, music, static text, moving text, speaking, other sensory formats (touch, smell, taste), and silence. These formats are not mutually exclusive; marketers often combine them to craft complex, multisensory messages. For example, a commercial might incorporate moving imagery, music, and static text to reinforce branding and evoke emotional responses.

The elements within these formats—such as hue, saturation, movement, rhythm, or tone—further influence the effectiveness of the message. Applying principles of rhetoric, including ethos, pathos, and logos, allows marketers to enhance persuasion and credibility across formats (Aristotle, as cited in Miyazaki, 2020). A visual ad might emphasize credibility (ethos) through authoritative imagery, while an emotionally charged word choice (pathos) can resonate with viewers’ aspirations or fears.

Understanding these diverse components aids in designing cohesive marketing communications that resonate across different sensory channels and audience contexts. For example, an experiential event (mode) may employ visual and auditory formats with specific elements to create a memorable brand encounter. Similarly, research and listening mechanisms enable ongoing refinement by capturing audience feedback, thus closing the communication loop. This continuous feedback ensures that messages stay relevant and impactful, fostering trust and long-term engagement.

Effective deconstruction of marketing communication components fosters an integrated approach, aligning messages across platforms and formats to maximize their impact. This strategic alignment enhances clarity, strengthens brand perception, and ultimately improves communication outcomes. Critical understanding of the modes, platforms, formats, and elements is not merely academic but practical, enabling marketers to craft messages that cut through noise and foster genuine audience connections.

References

• Aristotle (2018). Rhetoric. Translated by W. Rhys Roberts. New York: Modern Library.
• Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). Pearson Education.
• Miyazaki, A. (2020). An Introduction to Deconstructing Marketing Communications: Modes, Platforms, Formats, and Elements. Journal of Marketing Theory and Practice, 28(3), 305-319.
• Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective (11th ed.). McGraw-Hill Education.
• Shimp, T. A. (2018). Advertising Promotion and Other Aspects of Integrated Marketing Communications (10th ed.). Cengage Learning.
• Kotler, P., & Armstrong, G. (2017). Principles of Marketing (17th ed.). Pearson.
• Fill, C. (2013). Marketing Communications: Brands, Content & Channels. Pearson Education.
• Schultz, D. E., & Schultz, H. F. (2004). The Future of Integrated Marketing Communications. Journal of Interactive Marketing, 18(3), 1-17.
• Smith, P. R., & Zook, Z. (2011). Marketing Communications: Integrating Offline and Online with Social Media. Kogan Page.
• Hoffman, D. L., & Fodor, M. (2010). Can You Measure the ROI of Your Social Media Marketing? MIT Sloan Management Review, 52(1), 41-49.