Co-ordinated marketing communications (MC, unit 2)

- must be consistent with organisation's objectives
- a harmonised, planned & synchronous use of promotional & media mixes

The 4Cs framework (categorises 4 principle elements of the major communications tools in a client-oriented way):

1. Communications impact
2. Credibility
3. Costs
4. Control

(Butterfield '99) identifies more Cs which are often ignored when companies fail to think holistically: clarity, coherence, consistency, commitment, contact, customer-driven