Question

Describe the marketing communication tools used in a Marketing Communications Mix.

please mention the references

Answer 1

Different marketing communication tools are integrated together to communicate with the target audience effectively. These tools are:

1. Advertising: Television, Radio, digital campaigns and print campaigns are the different channels widely used for the advertisement. This can be paid as well as unpaid. Also, depending on the preferences it can either target the mass demography or the selective target market with the help of different channels.

2. Sales Promotions: This is a tool for direct communication. It is utilized to speak with the purchaser directly and effectively trying to promote an item. Sales promotions are generally used in FMCG and retail sectors. The techniques associated in these promotions are:

Temporary Discounts

Telemarketing

Gift vouchers

Distribution of the free samples

3) Publicity

This tool is generally used for free communication and is not paid by the firm generally. This sort of advertising effort incorporates product reviews, free surveys, articles on Newspapers, and so forth. But the increasing competition has made these platforms as paid communication tool.

4) Personal Selling

Personal selling is a communication tool wherein a sales representative gets directly in contact with the potential shopper making him/her comprehend the pro's and con's of the item. This type of tool makes the customer more loyal towards the company.

5) Public Relations

This communication tool fundamentally focuses on expanding the brand picture of a business. Maintaining a good public relation with the social influencers, scholars and VIPs forms important part of this tool. The coordination between the time and approach is very much required in this kind of marketing technique.