Marketing Communications mix components
Advertising is the most important element of the Marketing Communications Mix because it includes all paid messages a company delivers through various mediums, in order to reach their target audience. Although it can be costly and most of the times managers allocate a significant part of the marketing budget to this function, advertising has many benefits: the message sent is designed by the advertiser so it can communicate with all the consumers simultaneously. Advertising includes two main categories, above-the-line advertising where the advertising agency takes the commission and below-the-line advertising, done for a standard charge.
Personal selling is often part of the direct marketing element, although many businesses consider it a distinctive marketing communication component, because of its extensive use. Personal selling takes place when an individual salesperson sells a service, solution or product, matching the benefits of the offering to the wants and needs of the customer. Companies that sell high-end products require more efforts to convince customers to buy, such as developing a long-term client relationship.
Sales promotions, also known as discounts, serve the same function as advertising, promoting through paid strategies. The difference is that sales promotions involve offering a product with a discounted price or a free product to customers. This key element of the marketing communication aims to increase cash flow and revenue, clear out extra inventory and attract new buyers. The most popular promotions include discounted prices, buy one get one free, free gifts, vouchers, coupons and free samples.
Public relations (PR) is a broad concept because it includes many elements in the process of communication between a company and the public. Although PR is similar to advertising, the most notable difference is that you don’t pay for the message. This means that companies can’t always control the message and the media can present a negative story. PR aims to build and maintain a positive image of the organization, a process known as goodwill.
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In Chicago, "A Message of Freedom."
Newton Minow, prof. at Northwestern Univ. and a former executive of children's television, advocated that the US spend 1% of its military budget on communications, to broadcast to the Arab world America's message of freedom. He said (I'm paraphrasing) that America did a wonderful job of promoting Coca-cola and McDonalds hamburgers around the world, but it needed to improve on its marketing of its principles of freedom.
Ghada Talhami, a journalist, book author, professor of Politics, and also a Palestinian-American, responded by saying that there needs to be a DIALOGUE with the Arab world, not just a one way communication as Minow seemed to propose
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