Relationship Management
                    Awareness Exploration Commitment 
Thegoal of marketing communciations is to convey relevant messages to the right consumers as the right time. The role of the Internet in a marketing communications campaignis to reach customers and send a message while incresing awareness.
Communication requires relationship.The big question is How to get awareness, get attention, get response, get information and not look like your trying to get it. 

Communication  

1. Marketing communications is important to establish realtionships with consumers. Through communcation the creation of relationships leads cunsumers through the custmors stages and on to the commitment stages.
2. To reach customers and send a message while increasing awareness. The internet can aid in identifying target customers analyzing and evaluating the performance of the campaign. Internet marketing campaigns are interactive and individual and have the ability to track and measure efforts in real-time.
3. Mass online,

Basic Online Tools: banners, interstitials, search engines, point-of-purchase displays

Applications of Basic Online Tools: partnerships and affiliate programs, sponsorships, chat rooms, serial marketing

Personal Online,

Personalized Commercial Websites

E-mail Marketing: viral marketing, loyalty programs, customer service

Mass Offline

Broadcast Media: television, radio, outdoor & public relations

Print Media: newspapers, magazines, yellow pages, brochures, newsletters

Point-of-Purchase Displays

Personal Offline

Telemarketing

Direct Mail

Statement Stuffers

Customer Service

1. Communication Process

Identifying the target audience

Determining the communication objective

Developing the media plan

Creating the massage

Executing the campaign

Evaluation the effectiveness of the campaign

1. The 2I’s allow for high-intensity interactive and individualizes relationships between firm and consumer and it helps streamline the advancement of the awareness phase to commitment quickly.
2. Awareness= bill boards search and viral marketing emails and commercials, Exploration/ Expansion=trial samples packaging loyalty programs and customers service, Commitment= personalized WebPages permission marketing and offers, and Dissolution=termination of permission marketing and a pull back on special offers