IMPORTANCE OF MARKETING COMMUNICATION:

https://www.marketing91.com/importance-of-marketing-communication/
Promotion Strategy is ―
Initiating and maintaining a flow of
communications between a company
(brand) and its market targets.
Composition of Promotion Strategy
1) Interactive/Internet Marketing
2) Advertising
3) Sales Promotion
4) Public Relations
5) Personal Selling
6) Direct Marketing
Integrated Marketing
Communications Strategy
The Communications Mix:
• Advertising
– any paid form of nonpersonal presentation by a sponsor
• Personal Selling
– personal presentations by a firm’s sales force
• Sales Promotion
– short term incentives to encourage sales
• Public Relations
– building good relations with various publics
• Direct Marketing
– short term incentives to encourage sales
Developing Effective Communication
Identifying Target Audience
Determining Communications Objectives
-Buyer Readiness Stages
Designing Message
Message Content
Message Structure
Message Format
Media Selection
personal and nonpersonal communications channels
Message Source

Feedback Collection
Promotion Mix
 Advertising
reaches many buyers, expressive
impersonal
 Personal Selling
personal interaction, relationship building
costly
 Sales Promotion
generates immediate response
short-lived
 Public Relations
more believable, economical, underused by firms
 Direct Marketing
customized, interactive
 Push Strategy
directing communications to channel members
 Pull Strategy
directing communications to end users
 Factors
type of product/market
buyer readiness stage
product life-cycle stage