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Deciding on a perfect marketing communication mix.


Posted Date: 12-Aug-2010  Last Updated:   Category: Education    
Author: Member Level: Silver    Points: 15


Sales promotion is an important task for any company to build its sales chart in an upward direction. Promotion of sales has to comprise of various available channels of communication which are perfectly suitable for the company and its product. A promotion budget also plays an important part in a sales promotion decision..



There are many options of communicating a sales product nowadays, like internet marketing, mobile marketing, etc. But the traditional ways of communication still hold the same importance for any company who wants to decide on a communication mix.

A good Marketing Communication mix comprises of following promotional tools-

1- ADVERTISING: Advertising as a promotional tool has its own charateristics and costs involved. Advertising is very public in nature, builds confidence in a customer to buy a product, offers a legitimate product. It allows the buyer to make a choice between the various competitive offers.

Advertising provides scope for dramatizing the company's product by using print, sound and colour. Thus Advertising can help the company to build a long term image for its product.

2- PUBLIC RELATIONS AND PUBLICITY: This is not widely used sales promotion tool, but yet effective. It creates great appeal and high credibility for the company's product and the company itself. Sometimes, the news and features about the company and its product sound more authentic than advertisements.

3- PERSONAL SELLING: This is one of the most effective promotional tool in a sales process. It allows the seller and the buyer to come face-to-face, help build relative interactions, thereby allowing the buyer to know the company better. Here, the buyer is somehow obliged to listen to the sales talk and make the most beneficial buying decision.

Thus, Personal Selling helps to build buyer preference, conviction and action.

4- SALES PROMOTION: Yet another communication mode is sales promotion, which can be done through various ways, like, coupons, contests, etc. This tool is used to draw quicker buyer attention and response. It helps the company by drawing huge number of potential buyers towards the product by gaining their attention.

Sales promotion tool can offer great values to the customers in the form of concessions and contributions. Thus, this is an effective communication tool to boost up the sales of a company.

5- DIRECT MARKETING: Direct Marketing is very appealing to the potential buyer as it is addressed directly to a specific person. Direct Marketing can be in the form of direct mail, telearketing, etc.

Today, Internet marketing and mobile marketing have gained a commendable place in Dirct Marketing. Hence, direct marketing is very distinctive in its very own nature.


Deciding on a marketing communication mix is very easy, but setting the communication mix involves many factors.These factors should be seriously and effectively considered while setting a company's marketing communication mix. The company has to consider its product type,readiness of consumers to buy the product and the company's very own rank in the market place!


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