Marketing Communications Complex

The range of marketing communications include the following: 1. Advertising 2. Sales promotion, or promotion to Sales (sales promotion), – stimulation of the trading network, usually a short-term: the supply of goods at concessional conditions, sales, distribution of free samples of goods, gifts, contests, sweepstakes and other tangible measures of sales promotion. Sales promotion is usually accompanied by so-called incentive advertising (ie advertising, informing customers about the use of sales promotion measures. 3. Public relations (public relations) – public relations aimed at achieving and maintaining high organization's reputation, his benevolent attitude towards the activities of the general public and government institutions, business partners and customers (actual and potential), other organizations working in the industry, as well as the organization's personnel (the so-called 'internal public relations'). This is carried out through distribution of materials about the company in non-advertising part of the media, press conferences, symposia, exhibitions, sponsorship and other activities; PR-function also serves as corporate (image) advertising.

Public relations activities create favorable conditions for the existence of the organization in society and in the market, as well as solutions for its marketing objectives. 4. Direct marketing (direct marketing), or direct marketing – how to promote products on the market with personally-oriented bilateral communications with individual customers (consumers or firms). In other words, direct marketing involves personal work with potential and actual customers, it is focused on long-term communication. Direct marketing works selectively, it is characterized by a maximum individualization of trade deals and is actively feedback from the client, making it the most mobile element of marketing communications.

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