While all communication includes the same basic components depicted in Figure 8.1, marketing communication differs somewhat in two respects. First, the intent of marketing communications is to present a persuasive message, which reinforces the total offer made by the marketer. Essentially, all marketing communication attempts to create uniqueness in the mind of the target audience.
Second, marketing communication can be divided into two flows (i.e. internal and external), which are directed at different target audiences. This necessitates different communication strategies, which, nevertheless, must be compatible. A company cannot be telling a customer one story and stockholders another. The flow of marketing communication is depicted in Figure 8.2.