Marketing plan and marketing communication (MarCom)
manage mass communication activities in-house. As most business marketing and non-profit marketing depend on
||It is a common occurrence in marketing budgets that most of the expenses are allocated to advertising and supported by other mass communication means such as advertising, public relations, sales promotions, exhibitions and sponsorships. Internet can play a major
role in all of the above, but only as a communication superstructure.
The above means, referred to as Marketing Communication or simply MarCom, require us to rely on professional service providers.
While advertising becomes an exact science and various MarCom elements often need to be integrated into the main corporate message/s (Integrated Marketing Communication or IMC), only large corporations
external service providers, we should improve our communicative approach with them in order to decrease the gap
between what we expect to get for our money and what we get in effect.
The following 5 PowerPoint presentations (covering 3 chapters) support a basic level of know-how of marketing communication (MarCom) and Integrated Marketing Communication (IMC):
Table 3 - IMC