https://greenpub.org/IJAM Vol. 2, No.

4, January 2024

e-ISSN:2829-6192, p-ISSN: 2829-6184

DOI: https://doi.org/10.38035/ijam.v3i1
Received: 29 Februari 2024, Revised: 12 March 2024, Publish: 23 April 2024
https://creativecommons.org/licenses/by/4.0/

Marketing Communication: Concepts, Creative Strategy,

Implementation

Agus Suhendra1*, M. Yusuf Sanny2, Kamsariaty3, Gratia Atanka Barus4, Christophorus

Indra Wahyu Putra5
1
Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia, agussuhendra1961@gmail.com
2
Politeknik Piksi Ganesha, Bandung, Indonesia, yusufsanny.ys@gmail.com
3Akademi Maritim Nusantara, Banjarmasin, Indonesia, kamsariati41@gmail.com
4
Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia, gratiaatankabarus@gmail.com
5
Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia, indrahatibie@gmail.com

*Corresponding Author: a_suhendra_st@yahoo.co.id

Abstract: Marketing communication articles: concepts, creative strategies and implementation

within the scope of marketing management science. This article aims to create hypotheses
regarding the relationship between factors, which can then be used for further research in the
field of marketing management. The research method used in this research is descriptive
qualitative. The data used in this research comes from previous research which is still relevant
to the current investigation. Data was collected from leading academic online platforms,
including Publish or Perish, Google Scholar, digital reference books, and Sprott journals. The
results of this literature research include: 1) Concepts play a role in marketing communications;
2) Creative strategies play a role in marketing communications; and 3) Implementation plays a
role in marketing communications.

Keyword: Marketing Communication, Concepts, Creative Strategy, Implementation

INTRODUCTION
The issues that marketing practitioners encounter are becoming more complicated as
technology and information evolve at an increasingly rapid pace. Because modern customers
have better access to information, they are smarter and more critical when it comes to
purchasing goods and services. This emphasizes the necessity for a more effective and
imaginative marketing communications strategy. As a result, companies must constantly adapt
and develop new methods to reach and influence their target audiences. Choosing the proper
concept is one of the most difficult aspects of marketing communication. This notion entails a
thorough understanding of the target market, brand positioning, and the value to be
communicated to customers. Defining an incorrect concept can lead to marketing messages
that do not meet the needs or preferences of the target market, lowering the overall efficacy of
the campaign. A luxury goods manufacturer, for example, should select a communication

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strategy that emphasizes exclusivity and excellent quality, rather than one that is overly generic
or mass-produced (F. Saputra, Ali, et al., 2023).
Creative strategies are an essential component of Marketing Communications because
they can capture customer attention and distinguish a company from its competitors. However,
developing effective innovative strategies is a difficult undertaking. There are other aspects to
examine, including market research, industry trends, and competitor analysis. Problems might
develop when the creative strategy fails to reflect the brand's underlying values or fails to excite
the intended audience. Furthermore, failing to communicate messages in an engaging and
relevant manner may result in a lack of consumer interest or even a negative reaction.
Implementation is a critical stage in the Marketing Communications process in which the
previously defined strategies and concepts must be successfully implemented. However, its
implementation frequently encounters a number of challenges, which can jeopardize the
campaign's efficacy. One recurrent issue is a shortage of resources, whether in the form of
budget, personnel, or technological infrastructure. A lack of coordination among the numerous
departments or agencies involved in implementation might make it difficult to transmit
messages consistently and coherently (Kasman & Ali, 2022).
In addition, changes in the external environment, such as regulatory changes or
technical advancements, might have an impact on the implementation of marketing
communication plans. For example, the introduction of new social media platforms necessitates
the adaptation of communication methods in order to reach a larger audience. As a result, it is
critical for businesses to be curious and responsible in the face of changing circumstances.
Another problem that frequently occurs during implementation is a lack of effective evaluation
and measurement of campaign results. Companies struggle to determine how successful or
unsuccessful their communications efforts are without proper measurements. This can result in
a waste of money and make it difficult to identify areas for improvement in future campaigns
(Sari et al., 2021).
Aside from these impediments, globalization and market diversification present further
challenges. Companies operating in worldwide markets must consider cultural variations,
language, and social standards when developing communication strategies. Misunderstanding
or recognizing each market's distinctiveness can lead to communication breakdowns and even
brand reputation damage. Furthermore, technological advancements have provided customers
with more choices and access to more information than ever before. This intensifies
competition and forces companies to be more creative and original in their approach. Marketing
methods that were successful in the past may not produce the same results in the digital era
(Zahran & Ali, 2020).
Furthermore, the growing importance of social media and public opinion presents
issues for marketing professionals. One unfavorable comment or issue on social media can
easily tarnish a brand's reputation, which has been created over time. As a result, businesses
must be prepared to respond swiftly and effectively to issues that develop on social media.
Thus, it is possible to infer that Marketing Communications faces a number of challenging
challenges in the digital age. From the correct concept to creative strategy and effective
implementation, businesses must be able to adapt fast and respond to changes in their
environment. Only by taking a comprehensive and inventive approach can businesses
successfully penetrate increasingly competitive marketplaces and win the hearts of increasingly
discerning and critical consumers (E. B. Saputra & Saputra, 2023).
Based on the background of the problem above, the problem formulation is determined
as follows: 1) Does the concept play a role in marketing communications?; 2) Does creative
strategy play a role in marketing communications?; and 3) Does implementation play a role in
marketing communications?.

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METHODS
Literature Review Methodologies including systematic literature review (SLR) and
library research were used in the preparation of the article. A qualitative evaluation was carried
out on the method, and its accessibility was confirmed by consulting leading scientific web
sources such as Mendeley and Google Scholar. A systematic literature review (SLR) is a
careful and methodical effort in which all relevant research literature is identified, evaluated,
and researched to provide an answer to a specific research question. When conducting
qualitative analysis, it is important to apply the literature review consistently according to
methodological assumptions. Due to its investigative nature, qualitative analysis is mostly
carried out for this purpose, (Ali, H., & Limakrisna, 2013).

RESULT AND DISCUSSION

Results
Following are the research findings by considering the context and problem
formulation:

Marketing Communication
Marketing communications is the process of sending strategically designed messages to a target
audience with the goal of influencing customer behavior, raising brand awareness, and promoting
specific products or services (Susanto et al., 2023). The primary purpose of marketing
communications is to foster favorable relationships between brands and consumers while also
increasing revenue for the organization. Marketing communications can use a variety of channels and
technologies, including print advertising, television advertising, social media, content marketing, and
sales promotions (F. Saputra, Khaira, et al., 2023).
The indicators or dimensions contained in marketing communications are as follows: 1)
Advertising is a type of non-personal communication that uses paid media to market a product, service,
or concept by an identifiable sponsor. Advertising may reach a huge number of people and is successful
at raising brand awareness, communicating product information, and influencing purchase attitudes and
behavior; 2) Sales promotion refers to efforts that offer short-term incentives to encourage the purchase
or sale of goods or services. Coupons, discounts, free samples, sweepstakes, and giveaways are
examples of such offers. Sales promotions are primarily designed to raise short-term demand and sales;
3) Public Relations entails establishing and sustaining positive relationships between an organization
and its constituents. Press releases, special events, conferences, and the usage of social media can all
help to develop a positive brand image and control public perception; and 4) Direct marketing is a type
of communication that goes directly to individual consumers in order to get an instant and measurable
reaction, such as through mail, email, phone, or text messaging. The purpose of direct marketing is to
establish direct ties with customers and encourage rapid action, such as a purchase or registration
(Sulistyanto et al., 2020).
Marketing communication variables have been studied by previous researchers, including:
(Yazid, 2020) and (Toruan, 2018).

Concepts
In marketing communications, the concept refers to the idea or topic that serves as the
foundation for a marketing message and embodies a brand's underlying values. This notion enables
businesses to target their communication messages in a consistent and meaningful way. Concepts can
differ depending on the brand's goals and identity, such as luxury, sustainability, or fun. It is critical that
a concept represent values that are relevant to the target audience and distinguish the brand from
competitors (Bahfiarti, 2021).
The indicators or dimensions contained in the concept are as follows: 1) Sales revenue is the
most fundamental and often used marketing metric. Sales revenue represents how well your product or

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service sells in the market. An increase in sales revenue indicates that the marketing approach was
effective in growing demand or market penetration. However, external factors such as market
movements or economic conditions can have an impact on this; 2) Market share is the percentage of
the market held by your product or service in a specific category. Having a large market share
demonstrates your product's relative strength in comparison to competitors. An rise in market share can
show the efficiency of a marketing plan in luring clients away from competitors or expanding share in
a specific market segment; 3) Customer Satisfaction: This metric determines how satisfied customers
are with the items or services you provide. Customer satisfaction is critical in retaining existing
customers and gaining new ones. consumers that are satisfied with your products or services are more
likely to become loyal consumers and can also provide positive referrals to others. Customers'
satisfaction surveys and direct input from customers are frequently used to assess this factor; and 4)
Brand awareness refers to how well your brand is known in the market. This involves the degree to
which clients identify your brand and have favorable associations with it. A high level of brand
awareness can influence customer purchasing decisions and help your business stand out from the
competition. Measures of brand awareness include brand identification, recall, and perception (Kotler
& Keller, 2009).
Concept variables have been studied by previous researchers, including: (Siagian & Cahyono,
2021), (Bahfiarti, 2021), (Kotler & Keller, 2009).

Creative Strategy
A creative strategy is a technique or plan for creating intriguing and memorable
marketing messaging. Creative strategy entails selecting the style, tone, and visual aspects for
a marketing campaign. The goal is to captivate the audience's attention, elicit emotions, and
boost brand engagement. Creative strategies must take into account the target market group, as
well as the target audience's features and preferences (Lestari, 2019).
The indicators or dimensions contained in creative strategies are as follows: 1) Engagement
Rate: This metric evaluates customer contact or engagement with your marketing content. This could
be the amount of likes, comments, and shares on a social media post, the retention rate of a video ad, or
the number of visitors that engaged in an interactive campaign. A high engagement rate indicates that
your creative strategy is effective in capturing clients' attention and encouraging active participation; 2)
Brand recall refers to how well buyers remember your brand after viewing or participating with a
marketing campaign. This includes brand recognition and the pleasant associations that come with it.
Research is frequently used to assess brand memory levels before and after a campaign is launched. A
high level of brand recall indicates that your creative strategy is beneficial for raising brand recognition;
3) Virality: Viralization refers to how rapidly and widely your marketing information spreads on social
media or other online channels. This can include the amount of reposts, retweets, or shares of content,
as well as the number of people who participated in or discussed your campaign. Your content's
capacity to become viral demonstrates that your creative strategy is effective at catching attention and
eliciting an emotional or social response; and 4) Conversion Rate: The conversion rate is the percentage
of customers who perform the desired action after being exposed to your marketing campaign. These
actions could include purchasing a product, filling out a form, subscribing to a newsletter, or taking
other actions that are consistent with your marketing objectives. A high conversion rate demonstrates
that your creative strategy is effective at motivating clients to take action and converting interest into
tangible action (Khoiri Abdi & Febriyanti, 2020).
Creative strategy variables have been studied by previous researchers, including: (Yazid, 2020),
(Nuvriasari et al., 2018), (Lestari, 2019).

Implementation
Implementation is the process of putting the developed marketing plan into practice.
This includes executing all components of the campaign, such as ad placement, content

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distribution, product introduction, and direct consumer contacts. Implementation must be

carried out properly and in accordance with the stated strategic strategy. Furthermore,
evaluation and measurement are critical during the implementation phase to confirm the
campaign's performance and identify any necessary changes along the way (Toruan, 2018).
The indicators or dimensions contained in implementation are as follows: 1) Timeliness:
Timeliness assesses how well a marketing strategy is implemented on schedule. This includes
completing marketing tasks within a specific time frame, such as starting campaigns at the appropriate
time, sending promotional materials according to a predetermined schedule, and providing regular
content updates. Good timeliness allows the organization to capitalize on existing market possibilities
while maintaining marketing momentum; 2) Cost efficiency assesses how well a corporation utilizes
its marketing expenditure to achieve its objectives. This includes managing marketing-related costs and
expenses such as advertisement development, distribution, and promotion. Ensuring that marketing
implementation is carried out financially efficiently allows businesses to maximize their return on
investment (ROI) from marketing operations; 3) Quality of Execution: Quality of implementation refers
to how successfully marketing initiatives are implemented in accordance with set quality standards.
This covers factors such as the design and inventiveness of promotional materials, the veracity of the
information communicated, and adherence to organizational norms and policies. Ensuring high-quality
execution contributes to a strong brand image and boosts client confidence in the company's products
and services; and 4) Market penetration is a measure of how much of a market a company's products
or services have reached or captured. This includes knowing how many people have been exposed to a
product or service, as well as how well it is perceived in the market. A high level of market penetration
suggests that marketing efforts are successful in reaching and influencing the intended target market
(Suhairi et al., 2023)..
Implementation variables have been studied by previous researchers, including: (Mahabbah &
Mawardi, 2024), (Toruan, 2018), (Suhairi et al., 2023).

Previous Research Results

Based on the findings above and previous research, the research discussion is
formulated as follows:

Table 1. Relevant Previous Research Results

No Author Research Results Simmilarities Differences Basic
(Year) with this article with this article Hypothesis
1. (Bahfiarti, Concepts and applications The role of The role of H1
2021) play a role in marketing concepts in applications in
communications marketing marketing
communications communications
2. (Yazid, Creative strategies play a The role of The role of H2
2020) role in marketing creative strategy creative strategy
communications and in marketing on consumer
increase consumer interest communications interest
3. (Toruan, Implementation plays a The role of The research H3
2018) role in La Perla Plaza implementation locus was
Senayan's marketing in marketing carried out at La
communications communications Perla Plaza
Senayan

Discussion
Based on the findings above and previous research, the research discussion is
formulated as follows:

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1. The Role of Concepts in Marketing Communications

Marketing concepts such as sales income, market share, customer satisfaction, and
brand awareness play a vital part in the development and implementation of efficient marketing
communication strategies. The marketing concept serves as a solid foundation for marketing
communications strategy, which encompasses advertising, sales promotion, public relations,
and direct marketing. First and foremost, sales income is an important factor in measuring the
efficacy and success of marketing communications. Sales revenue, as a direct measure of
marketing performance, demonstrates the effectiveness with which marketing messages
influence consumer purchasing behaviors. When a marketing communications campaign is
executed well, sales income can be expected to rise since the messages sent successfully attract
customers and encourage them to purchase the products or services offered. As a result, sales
revenue is an important indicator of the performance of marketing communications and allows
businesses to calculate the ROI (Return on Investment) of their marketing spending.
Furthermore, market share is a crucial metric for determining how marketing
communications affect a brand's market position. Effective marketing communications can
enhance market share by raising brand awareness and recruiting new customers. Consumers
are more inclined to choose a product or service over competitors if they grow more familiar
with it as a result of consistent marketing messages. As a result, marketing communications
planning must be intended to strengthen the brand's market position and increase market share
via effective and attractive messages. Customer satisfaction is another critical factor to consider
in marketing communications. A strong marketing message focuses not just on selling a
product or service, but also on addressing customers' needs and desires. Successful marketing
communications must be capable of fostering positive customer interactions, increasing
satisfaction, and strengthening brand loyalty. Marketing communications can assist generate
great experiences for customers by sending entertaining, useful, and relevant messages, which
can lead to increased customer retention, repeat sales, and the spread of positive word of mouth.
Finally, brand recognition is an important factor in marketing communications.
Effective marketing messaging should be tailored to raise brand recognition and reinforce
brand identification in the minds of customers. As consumers get more familiar with a brand
through regular and memorable marketing messaging, they are more likely to form a positive
opinion of the brand and consider it a desirable option in a specific product or service category.
As a result, marketing communications must be structured to establish an emotional connection
with consumers, convey company values, and distinguish the brand from competitors. While
marketing concepts serve as a foundation for marketing communications planning, marketing
communications elements such as advertising, sales promotions, public relations, and direct
marketing provide concrete tools and techniques for delivering marketing messages to target
audiences.
Advertising is a key component of marketing communications that involves the use of
paid media to send marketing messages to the target audience. Companies can use advertising
to increase brand awareness, launch new products or services, and influence consumer
behavior. Advertising enables businesses to reach a large audience and captivate their attention
with creative and persuasive messages through a number of media channels such as television,
radio, print, and digital. Sales promotions are another marketing communication method that
seeks to stimulate immediate sales by providing consumers with additional incentives or
encouragement. Sales promotions might take the shape of discounts, coupons, contests, or
freebies, all of which are intended to encourage impulse purchases and increase sales.
Companies that employ sales promotions effectively can improve sales income, clear
inventory, and raise brand awareness in the market.
Public relations (PR) is a type of marketing communication that focuses on developing
and maintaining favorable connections with various parties associated to the firm, such as

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consumers, the media, shareholders, and the general public. PR activities such as press
conferences, special events, and charity initiatives assist to promote brand reputation, a
company's image, and critical stakeholder connections. Companies that use public relations
well may raise brand awareness, generate consumer trust, and foster strong brand loyalty.
Direct marketing is a marketing communications technique in which a company interacts
directly with potential customers via a variety of communication channels such as direct mail,
phone, email, and social media. Direct marketing allows businesses to target marketing
messages to specific market segments, measure consumer response immediately, and create
one-on-one connections with clients. Direct marketing, which combines technology and data
analysis, enables businesses to send targeted and relevant messages to consumers, potentially
increasing conversion rates and ROI from marketing initiatives.
Overall, marketing principles such as sales income, market share, customer satisfaction,
and brand awareness are vital in directing the development and implementation of efficient
marketing communications. Companies can achieve their marketing objectives, strengthen
their brand's market position, and gain a long-term competitive advantage by understanding
and incorporating these elements into marketing communications strategies such as
advertising, sales promotions, public relations, and direct marketing.
The concept plays a role in marketing communications, this is in line with previous
research conducted by: (Siagian & Cahyono, 2021), (Bahfiarti, 2021), (Kotler & Keller, 2009).

2. The Role of Creative Strategy in Marketing Communications

Creative strategies in marketing communications play a significant part in developing
engaging and memorable messages for consumers. Engagement rate, brand memory, virality,
and conversion rate are important metrics for determining the success of this creative
campaign. When used to various aspects of marketing communications such as advertising,
sales promotions, public relations, and direct marketing, creative techniques play an important
role in shaping customer perceptions, building brands, and enhancing overall marketing
outcomes. First and foremost, the level of engagement is a crucial component of creative
strategy in marketing communications. Engagement relates to how actively people interact
with the marketing communications they receive. In the context of advertising, for example,
innovative and entertaining adverts elicit a good response from the audience, as seen by the
amount of likes, comments, and shares on social media. Innovative sales campaigns can also
boost customer engagement by providing direct participation opportunities or appealing prizes.
Creative techniques that encourage high engagement assist build the relationship between
businesses and consumers, which can lead to increased loyalty and interest in products and
services.
Furthermore, creative marketing communications tactics have a significant impact on
brand recall. Brand recall assesses how well consumers remember a brand or associated
message following exposure to a marketing effort. In the context of advertising, original,
creative, and memorable messages are more easily remembered by consumers, so
strengthening the brand's imprint in their minds. Brand-related sales campaigns can help boost
brand memory by repeatedly introducing the brand in a relevant context. By improving brand
recall, innovative techniques aid in the development of market trust and recognition.
Furthermore, virality is a critical component of creative strategy that determines the success of
marketing communications. Virality refers to how quickly and widely a marketing message
travels among an audience, particularly via social media platforms and other online methods.
In advertising, distinctive, hilarious, or controversial content is more likely to go viral and
acquire widespread exposure naturally. Engaging sales promotions or online contests can help
boost virality by promoting consumer engagement and sharing. Creative solutions that leverage
virality enable brands to reach a larger audience and increase brand awareness at a lower cost.

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Finally, the conversion rate is a significant indicator of the effectiveness of creative

marketing communications techniques. The conversion rate is the percentage of consumers
who perform the intended action after being exposed to a marketing message, such as
purchasing a product, registering, or subscribing. Persuasive and relevant advertising messages
encourage consumers to take specific activities, resulting in better conversion rates. Effective
sales promotions can also boost conversion rates by providing additional incentives or nudges
to buyers. Creative techniques contribute to high conversion rates, ensuring that marketing
investments generate the desired outcomes and provide a high ROI for the business. When used
to many aspects of marketing communications, creative tactics assist firms in standing out from
competitors, capturing consumer attention, and creating good experiences. Creative strategies
help to achieve marketing goals and increase a brand's market position by taking an inventive,
creative, and results-oriented approach. Companies can obtain a long-term competitive edge
by utilizing characteristics including engagement rates, brand memory, virality, and conversion
rates.
Creative strategies play a role in marketing communications, this is in line with
previous research conducted by: (Yazid, 2020), (Nuvriasari et al., 2018), (Lestari, 2019).

3. The Role of Implementation in Marketing Communications

Marketing implementation is critical to the effective and efficient execution of
marketing communications strategies such as advertising, sales promotions, public relations,
and direct marketing. Timeliness, cost efficiency, execution quality, and market penetration all
have an impact on how well marketing messages are delivered to target audiences and how
well the marketing strategy achieves company goals. To begin with, timeliness is a crucial
factor of marketing implementation that directly influences the success of a marketing
communications campaign. Timeliness refers to a company's ability to start marketing efforts
on time and as planned. Ad launches, for example, must be scheduled correctly in order to
maximize their impact and target the most responsive audience. Similarly, sales promotions
performed at the right time, such as during the Christmas season or special events, can boost a
campaign's efficacy. Marketing implementation that is timely allows businesses to capitalize
on current market possibilities, respond promptly to market changes, and avoid losing key
marketing momentum.
Cost efficiency is also an essential factor in marketing implementation, influencing
overall marketing expenditures and outcomes. Cost efficiency entails monitoring and
controlling the marketing budget to align with the company's goals and available resources. In
advertising, for example, corporations must ensure that the costs of advertising production,
media buying, and other expenses are proportional to the desired outcomes. Sales promotions
must also be properly planned to optimize return on investment (ROI) while minimizing
unnecessary expenses. Companies that use resources efficiently can achieve their marketing
objectives at a lower cost, boost profitability, and gain a competitive advantage.
Quality of execution is another important component in marketing implementation that
determines how the marketing message is conveyed to the target audience. Execution quality
include characteristics such as creative design, information accuracy, and brand consistency in
marketing communications. In advertising, the quality of ad execution can have a direct impact
on the message's attractiveness and effectiveness, with an appealing design and clear message
enhancing customer response. Similarly, a well-executed sales campaign, such as good product
placement or an enticing offer, can improve the promotion's attractiveness and effectiveness.
Companies can improve their brand impressions, create consumer trust, and achieve their
marketing objectives by executing them well.
Finally, market penetration is a key component in marketing implementation since it
impacts how broadly and successfully marketing messages are conveyed to the intended

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audience. Market penetration is the amount to which a company's products or services are
known and accepted by the market. In the context of advertising, for example, airing ads in the
appropriate channels and target markets can boost market penetration by increasing brand reach
and exposure. Similarly, sales promotions targeted at the right market segments might assist
achieve greater market penetration by capturing the attention of potential customers.
Companies that enhance market penetration can raise brand awareness, boost market share,
and achieve long-term growth.
In the context of marketing communications such as advertising, sales promotions,
public relations, and direct marketing, efficient marketing execution is crucial to fulfilling a
company's marketing objectives. Companies may improve the efficacy of their marketing
communications by focusing on criteria including timeliness, cost efficiency, execution
quality, and market penetration. Companies that ensure strong marketing execution might see
favorable benefits from their marketing investments and achieve long-term growth.
Implementation plays a role in marketing communications, this is in line with previous
research conducted by: (Mahabbah & Mawardi, 2024), (Toruan, 2018), (Suhairi et al., 2023).

Conceptual Framework
A conceptual framework has been established based on research findings, previous
investigations, and the above-mentioned discourse:

Figure 1. Conceptual Framework

Based on Figure 1 above, concepts, creative strategies and implementation play a role
in marketing communications. However, apart from the concept, creative strategy and
implementation variables that play a role in marketing communications, there are other
variables that play a role, among others:
1) Advertising: (Susanto et al., 2024), (Simarmata & Keke, 2016), (Munawar & Mahaputra,
2022), (Simarmata et al., 2017).
2) Sales and Promotion: (Junikon & Ali, 2022), (Widayati et al., 2019), (Simarmata et al.,
2019).
3) Public Relation: (Utami & Nurjanah, 2019), (Chatamallah, 2020), (Hariyati & Sovianti,
2021).

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CONCLUSION
Based on the problem formulation, results and discussion above, the conclusions of this
research are:
1. Concepts play a role in Marketing Communications.
2. Creative strategies play a role in Marketing Communications.
3. Implementation plays a role in Marketing Communications.

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