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Types of marketing communication

Advertising

Sales promotion

Direct marketing

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DefinitionNon personal form of communicationIncludes imagination, creativityTo promote new productRole of advertisingIt acts as a guide bookBuilding of brand imagePower of advertisingAdvertising mediaNewspapersMagazinesTelevisionCommercial radioCinema Online media

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Sales promotion

Definition

Tactical marketing techniquesTo add value to a product To achieve specific sales and marketing objectives

Sales promotion tools

Free samples/visits/consultationsMoney-off price incentivesCoupons/vouchersGift offersCompetitions

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AdvertisingDefinition :Advertising is a one-way communication of a persuasive message by an identified sponsor, whose purpose is non-personal promotion of products/services to potential customers Time : Long TermExpensive : Mostly expensive Purpose : Increases sales, brand buildingExamples : Giving an advertisement in the newspaper about the major products of a company Sales promotion Definition : Sales promotion usually involves an immediate incentive for a buyer (intermediate distributor or end consumer). It can also involve disseminating information about a product, product line, brand, or company.Time : Short TermExpensive : Not very expensivePurpose : Increases sales only Examples : Giving free products, coupons etc.Difference between advertising and sales promotion

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Direct marketing DefinitionChannel agnostic form Allows communication with business and non profit organization straight to customersDevelopment of customer databasesIdentifies customersSources of customer databasesRoutine customer inquiriesCustomer ordersBuying and mailing listsAdvantagesDisadvantages

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