Question

What are the difference between the elements of Communication Mix?

 

Answer 1

A marketing communications mix is the same as a advertising mix and is just another name for promotion mix. This ultimately all comes down to a combination of promotional activities to bring in sales and boost brand value.

There are five marketing communications to put into the mix: Advertising, Sales Promotion, Public Relations, Personal Selling, and Direct Marketing.

Advertising:- Advertising is a paid method of communications marketing by a designated communicator. For identify the product it carries the product image, brand name and logo recognition. It will list all of the product's features and benefits, and provide full product details. As it can be creatively made, most of the consumers will be drawn and convinced towards it.

Personal Selling:- The most effective tool for building buyers' preferences, convictions and actions; personal interaction enables feedback and adjustments; relationship-oriented; buyers are more attentive; sales force is a long-term commitment; promotional tools are the most expensive. For the intent of making sales it is the safest way of oral and face-to - face contact and interaction with prospect. In personal conversation there may be one prospect, or a number of prospects. Personal sales require contact in two ways. Private sales is the best advertising tool when it comes to convincing the customer, closing a deal and transfering the title from seller to buyer.

Sales Promotion:- Makes use of a number of formats: discounts, coupons, competitions, etc.; attracts interest, provides good purchasing opportunities, dramatizes deals, boosts declining sales; triggers rapid response; short-lived; is not successful in creating long-term brand preferences; In order to promote the sales volumes of their products , marketing managers do different activities. In fact, all marketing communication mix activities and elements are basically directed / conducted toward promoting product sales.

Public Relation:- Highly credible; somewhat credible; multiple ways: news reports, news articles, events and sponsorships, etc.; reaches multiple prospects missed by other types of promotion; dramatizes the business or product; frequently the most underused item in the promotional mix; fairly inexpensive (certainly not 'free' as many people believe – it involves costs). Public relations is called the process of building goodwill towards a business enterprise and securing a company's favorable public image. The advertisers should have strong customer ties, customers, staff , and community ties. Participation in social welfare programs strengthens a marketer's public profile.

Direct Marketing:- Many forms: telephone marketing, direct mail, internet marketing, etc.; four distinctive features: Non-public, Immediate, Personalized, Interactive; With internet becoming common to most customers in developed and developing countries, internet marketing is becoming common. This type of marketing is called as e-commerce advertisements are posted on the internet and various social networking sites are attracted and persuaded to send orders directly to the manufacturers to give information and demonstrations about the product and customers to buy the product.