Marketing Communication Mix (Pokhara University)

 Marketing is a broad business function related to product research and development, sales, distribution and pricing as well as promotion. The marketing communication mix refers to the specific methods used to promote a company name or products or services to target audiences. In this way, we can say that the marketing communication mix includes all the tools we use to communicate with our customers. This can be advertising, direct marketing, social media, product packaging and labeling, websites, events, sponsorship, exhibitions, etc.

Here are five key elements of the effective marketing communication mix:

1. Advertising (विज्ञापन)

2. Personal selling (व्यक्तिगत बिक्री)

3. Sales promotion (बिक्री पदोन्नति)

4. Public relations (सार्वजनिक सम्बन्ध)

5. Direct marketing (प्रत्यक्ष मार्केटिंग)

1. Advertising (विज्ञापन)

Advertising is a means of communicating with existing or potential users of a product or service. In simple terms, advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by marketers to the target audience.

2. Personal selling (व्यक्तिगत बिक्री)

Personal selling is known as face-to-face sales, in which a person who is a salesman or representative of a company tries to convince the customer to buy the product. In simple terms, it is a promotional method whereby the seller shows his skills and tries to sell the product to the customer. Thus, the company wants to spread awareness about the product for which it adopts a face-to-face approach and establish a person-to-person contact.

3. Sales promotion (बिक्री पदोन्नति)

Sales promotion is one of the core elements of the marketing communication mix. Promotion is an incentive tool that is used to increase short-term sales. sales promotion campaign can be launched for consumers, traders, and employees. Sales promotion activity can have many purposes, for example, to grab the attention of new customers and retain existing customers. Sometimes it increases the consumption of customers.

4. Public relations (सार्वजनिक सम्बन्ध)

Companies cannot survive by being isolated. Companies are required to interact regularly with customers, employees, and various stakeholders. Public relations help a business or individual to build a positive reputation with the public through various communications, including traditional media, social media, and other engagements with the public.

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

-PRSA

Some topics/tasks within PR are given below:

• Crisis Communications (संकट संचार)
• Internal Communications (आन्तरिक संचार)
• Investor Relations Communications (लगानीकर्ता सम्बन्ध सञ्चार)
• Marketing Communications (मार्केटिंग संचार)
• Media Relations (मिडिया सम्बन्ध)
• Specific Events (विशिष्ट घटनाहरू)
• Social Media (सामाजिक संजाल)

5. Direct marketing (प्रत्यक्ष मार्केटिंग)

Face to face selling, direct mail, telemarketing, TV,  Online exhibition, and kiosks are media for direct marketing. Direct marketing is a promotional method that helps us to inform the audience about our company, product, or service without the use of an advertising middleman.