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Understanding of Marketing Communication Mix : Abhay Lodha


MARKETING COMMUNICATION MIX: The Marketing Communications Mix is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing. Communications mix is used by a company to pursue and achieve its marketing objectives.
Advertising:  Advertising is one of the most expensive methods of marketing communication. Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Sales promotion: You can easily promote your product, increase sales and customer demand, improve your public presence and interact with potential customers. Promotions can be done with frequent discount coupons, product samples, exhibitions and sponsorship programs. It is form of short-term incentives to encourage the purchase or sale of a product or service.
Public relations (PR): It involves informing the public about the services and products of an organization. Some firms do it either by a PR department or by hiring a third party. Public relations campaigns can be run through media, anniversary parties and press releases. For example, public speeches, charity, magazine articles etc. Building good relationships with the company’s various publics by obtaining favorable publicity, building up a good "corporate image", and handling or heading off unfavorable rumors, stories, and events.
Personal selling: It’s a constructive way to build consumer relationship and aid them to move from the stage of awareness and doubt to conviction and action.
Your marketing department will need to learn how to listen to the audience and address their requirements.
Direct marketing: Direct marketing is a highly personalized marketing communication mix method. It’s mostly focused on specific customers and is approached through emails, social media, messages, etc. Direct communications with carefully targeted consumers can obtain an immediate response and cultivate lasting customer relationships.


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