Marketing communication is the combination of all the resources a firm uses to build relationships with its target audience, by informing or to influencing them to get a positive imageof the company, accepting their ideas or buying its products or services.
Marketing Communications Mix
The specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing a company uses to pursue its advertising and marketing objectives is called Marketing Communications Mix. The mix of promotional tools depends a lot on a company’s size, nature and goals.
1. Advertising - Any paid form of nonpersonal presentation and promotion of ideas, goods, or services.
2. Personal selling - Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.
3. Sales promotion - Short-term incentives to encourage the purchase or sale of a product or service.
4. Public relations - Building good relationships with the company’s various publics by obtaining favorable publicity, building up a good business image and handling unfavorable rumors, stories, and events.
5. Direct marketing - Direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships.
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