Marketing Communication

“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:

  1. 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.

  1. Sales promotion – sales promotion deals with extra incentives to improve sales. E.g. Buy one get one free.
  2. Personal selling – personal selling is one of the method of direct marketing. It is a face to face communication.
  3. 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

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