The Fellows Fundamentals: Marketing Communications

As part of The Fellows Fundamentals series on the building blocks of modern Chris Macleod explains the principles of Marketing Communications (MarComms).

MarComms is a sub-activity within marketing for which there are a wide range of definitions. At the simplest level, it is the collective term for the range of media channels that can be used to reach an audience, such as TV advertising, Social Media, Public Relations (PR) or Direct Mail. These channels are sometimes classified according to whether they are paid for, such as advertising, are those which may be owned by a business, such as websites and point of sale material and finally, the publicity which is generated or ‘earned’ by consumer interactions on channels like Social Media, or by coverage in media editorial.

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