“The communication components of marketing, which includes PR, Adv., personal selling and sales-promotion are referred to as marketing communication.
Advertising is only one of a several marketing communications options available to a company.
We already aware with the definition of advertising so the brief review of rest three elements are:
- Public-Relation – people who have interest in an organizational are its public. The term Public Relation mainly deals with relationship between public and its organization.
E.g. A University is an organization and its public means students, teachers, trustees and shareholders (if any). The PR deals with relationship among them.
- Sales promotion – sales promotion deals with extra incentives to improve sales. E.g. Buy one get one free.
- Personal selling – personal selling is one of the method of direct marketing. It is a face to face communication.
- Publicity – publicity is a tool of PR which mainly meant for image building. It is non-paid.
| PROMOTION METHOD | TARGET AUDIENCE | COST TO COMPANY | STATUS OF SPONSOR | FEEDBACK STATUS | CHANNEL |
| Advertising | Group and mass | Payment to media | Identified | Neither precise nor fast | Mass media devices like TV, radio and newspaper |
| Personal selling | individuals | Cost to the organization | Identified | Both precise and fast | Sales persons, channel members, e.g. wholesalers or retailers |
| Sales promotion | Group but not always | Cost to organization | identified | Both precise and least fast than personal selling | Sales persons, channel members, e.g. wholesalers or retailers |
| Publicity | Group and mass | Free to organization | unidentified | Neither precise nor fast | Mass media devices like TV, radio and newspaper |
| Public Relation | groups | Cost to organization | identified | Neither precise nor fast | Mass media devices like TV, radio and newspaper |