The marketing communication objectives of any plan should fall under the SMART marketing plan, according to the experts at the Marketing Teacher website. The communication objectives should be specific, measurable, achievable, realistic and well-timed. Identify your marketing communication objectives and then apply SMART methodology to make reaching those objectives a business reality.

Brand Recognition

When you create and release pieces of marketing communication, including news releases and advertisements, you are trying to create brand recognition. That means that you are trying to associate your company's product or service with customer needs. For example, when people think about a facial tissue they usually think of the brand-name product associated with facial tissues as opposed to using the term "facial tissue." Create templates to your messages that will develop a familiarity in the marketplace of your company and your offering. For example, use a template for your magazine advertising that places your company name and logo in the same spots each time so that consumers become familiar with your advertising. That will help current and potential clients to associate your company name with their needs. That subconscious association can be a powerful form of marketing.

Consistent Message

One of the things that your company wants to avoid with marketing communications is releasing confusing and conflicting messages. Develop a system for releasing all marketing information that allows it to be reviewed for content. News releases that answer questions about company conduct or attempt to address a scandal or crisis need to be consistent in their message. Developing a uniform approach to marketing communication allows company representatives to make clarifying statements to the public, and customers, that maintain the image that the company is united.


Your company has a certain status in the marketplace among clients, the competition and vendors. Carefully crafted marketing communication pieces should reflect that standing and remind the marketplace of the status your company has achieved. For example, your marketing pieces should all include a tag such as "the No. 1 choice of clients" somewhere it can be easily seen. Only include information that can be backed up by evidence. For example, to include the previous statement you should have a marketing study done by a third-party research firm that confirms your claim.


Your marketing communication needs to consistently walk customers through the purchasing process. Release information as to why clients should buy your product, the advances you have made that make your product better than the competition's and examples of current clients who are satisfied customers. Gather client testimonials on a consistent basis to use in as many of your pieces of marketing communication as possible.