“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|