Question

Write about Communication Mix and its elements and importance for companies.

Answer 1

Communication mix -

There are multiple components of a communications mix. The communications mix comprises of the various ways that a company can communicate with its customers. Because communications is of utmost importance in today’s day and age.

Elements of communication mix -

1.Advertising

2.Personal selling

3.Sales promotions

4.Public relations

5.Direct marketing /Internet marketing

1.Advertising: Advertising refers to any paid promotion of products, services or ideas by an identified sponsor. Organizations can advertise in a number of ways, such as on television, radio, magazines, newspapers, billboards and online. It’s an effective way to reach large quantities of people, but it can be very expensive as well.

2.Personal selling: Personal selling happens when the company’s sales team deals directly with their customers, usually in a one-on-one setting. It’s a great way to build relationships with their customers and nurture prospects along the journey to making a purchase.

3. Sales promotions : Sales promotions are short-term incentives the company offers relating to their products or services. It’s a very effective way to grab consumers who may be on the fence when it comes to making a purchase, as it encourages them with a discount or coupon.

4.Public relations : Public relations refers to an area of the mix that involves building up a good relationship with the media and those who are interested in the company.

5. Direct marketing : Direct marketing involves highly targeted messaging that is sent to a very narrow customer or prospect list. Organizations can direct market using emails, newsletters, snail mail or telephone.

Importance:

• Marketing communication maintains a brand’s current customer base by reinforcing their purchase behavior by providing additional information about the brand’s benefits.
• Advertising messages may promote the adoption of goods, services, persons, or ideas.
• Consumers rely on the information from marketing communication to make wise purchase decisions. Businesses, ranging from multinational corporations to small retailers, depend on marketing communication to sell their goods and services.