Marketing and Entrepreneurship: Research Ideas and Opportunities

By Gerald E. Hills | Go to book overview

14
Research on Marketing Communication at the Marketing/Entrepreneurship Interface

Rae K. Eighmey, John B. Eighmey, and H. Keith Hunt


INTRODUCTION

Marketing communication refers to all selling and promotion efforts other than personal selling and the management of the sales force. Marketing communication is often divided into two major categories: advertising and public relations. Advertising typically refers to those marketing communication tactics that involve the use of purchased media such as radio and television commercials, newspaper ads, and billboards. The advertising message is designed and written by the company or its agencies and placed according to a specific schedule. Public relations involves the implementation of non-paid media such as the placement of press releases as well as those activities where the company interacts directly with one or more audiences, such as shareholders, customers, suppliers or media, to inform or generate goodwill. In general, public relations activities provide less control over the specific information shared and the goal accomplished than do advertising messages.

Direct marketing is often a mix of personal selling and marketing communication. For example, information is directed to a customer or potential customer through media advertising or materials mailed to the target audience with follow- up direct sales calls either coming from the company to the customer or incoming from the customer to the company sometimes via an 800 number.


RESEARCH FINDINGS ON THE PERCEIVED IMPORTANCE BY ENTREPRENEURS OF MARKETING COMMUNICATION

Although few studies have been done linking marketing communications and entrepreneurs or their ventures, five studies have addressed this topic.

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