Marketing communication, also known as the promotion element of the marketing mix, refers to the various methods a company uses to communicate with its target audience and promote its products or services. The marketing communication mix, as outlined by Philip Kotler, is a tool used by companies to effectively plan and execute their communication strategies.
The marketing communication mix consists of five main elements: advertising, sales promotion, personal selling, public relations, and direct marketing. Each element serves a different purpose and can be used in various combinations to achieve specific marketing goals.
Advertising refers to any paid form of non-personal communication about an organization, product, service, or idea. This can include traditional forms of advertising such as television and radio commercials, as well as more modern forms such as digital advertising and social media advertising. The purpose of advertising is to reach a large audience and create brand awareness.
Sales promotion refers to short-term incentives that are used to encourage the purchase of a product or service. This can include discounts, coupons, contests, and other special offers. The purpose of sales promotion is to increase sales and encourage repeat business.
Personal selling involves face-to-face communication between a salesperson and a potential customer. This can include direct sales, telemarketing, and other forms of direct communication. The purpose of personal selling is to build relationships with customers and persuade them to make a purchase.
Public relations refers to the various activities a company undertakes to build and maintain a positive reputation. This can include press releases, media relations, and community outreach. The purpose of public relations is to build trust and credibility with stakeholders.
Direct marketing involves the use of direct communication with customers to promote a product or service. This can include direct mail, email marketing, and other forms of targeted communication. The purpose of direct marketing is to generate leads and conversions.
In summary, the marketing communication mix is a valuable tool for companies to effectively plan and execute their communication strategies. By understanding the different elements of the mix and how they can be used in combination, companies can effectively reach and persuade their target audience to take desired actions.