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Marketing Communications Mix The marketing communications mix, or promotional mix, consists of direct marketing, advertising, personal selling, public relations, and sales promotion. A marketing plan is executed through marketing communications or the promotions mix. Advertising is any paid presentation or promotion of ideas, goods, or services by an identified sponsor. Personal selling is by the firms sales force for the purpose of making sales and building customer relationships. A sales promotion is short-term use of incentives to encourage purchase of a product or service.
Public relations is favorable publicity, good Corporate image, and handling unfavorable rumors, stories, or events. Direct marketing to carefully targeted consumers for an immediate response is used to cultivate lasting customer relationships. Before releasing a product, light advertising generates publicity. Heavier advertising through direct advertising and public relations increases awareness and promote advance sales. In the growth phase, public relations with brand marketing and personal selling increases distribution. Advertising decreases, sales promotions and personal selling increases with reminders and persuasion in the maturity phase.
In the declining phase of the product life cycle, advertising and public relations decrease, sales promotion is limited, and personal selling is distributed. Direct impersonal advertising is a one-way communication that reaches large, geographically dispersed audiences and is low cost per exposure though overall costs are high. Advertising dramatizes the company or brand name and builds an image. Promotions stimulate short-term sales. Most effective marketing influences buyers preferences, convictions, and actions.
Personal sales are relationship oriented and increase personal interaction with feedback and adjustments. Advertising through short term purchase incentives, premiums, coupons, and contests boosts sagging sales and stimulates a quick response. The sales force represents a long-term commitment. More expensive promotional tools attract attention and may target a trade or ultimate consumer, but are not effective in building long-term brand preferences. Highly credible, believable news stories, news features, events and sponsorships reach many prospects and advance the company or product. Market mix varies greatly with type of business.
Score, counselors to Americas small business, describes market, location, competition, management, and personnel as the five factors in marketing communications for a small non-profit business. Market consists of customers and market segment (type of industry or cluster of related industries). Location is where, why, space to grow, and importance to the business. Competition is a mixture of whom, where, direct, indirect, competitive edge, and market share. Management is based on background and skills, the management team, and their duties. Finally, personnel have needs and goals, number of employees, and they possess skills.
Bingham, C. , & Davis, J. (2007). How do capabilities emerge and why do some firms develop them while others do not? Academy of Management, Annual Meeting, Best Paper Abstracts. Dollar, D. (2009). The Marketing Communications or Promotional Mix Retrieved from web on April 18, 2009. Score (2009).
Business for nonprofit retrieved from ScoreNonProfBizTools. pdf retrieved from web retrieved on April 17, 2009.
Free research essays on topics related to: promotional mix, short term, personal selling, marketing communications, sales promotion
Research essay sample on Promotional Mix Marketing Communications
