For a better understanding of what is the main marketing communications, it is better to separate the term and decide on each part individually. The word "marketing" has long been heard, it seems that everyone knows its meaning, and ask - you will receive a large number of different definitions. There is nothing surprising: in each textbook it is defined in its own way, although, of course, there are no opposing opinions. In a nutshell: marketing communications is the process of identifying, stimulating and most fully satisfying the needs of the buyer. Making profit during this process is already the field of work of other specialists (accountants, financiers, tax inspectors).
Communications - this term is clear to everyone. Consequently, marketing communications is a set of measures aimed at maximally informing the target audience about the useful qualities of a product (service). This complex includes many tools and concepts.
The most significant marketing communications are:
- Advertising: impersonal appeal to the consumer of the product, with an appeal to buy this particular product (service) and an explanation of any uniqueness. The channels used are: radio, TV, newspapers, outdoor advertising, newsletters, the Internet.
- Formation of a recognizable trademark (brand): development of a logo, company symbolism.
- Public Relations (creating a positive image of a company or product) Public Relations (PR): caused by an overabundance of supply on the market. In order for the end consumer to make his choice in favor of your product, you need to demonstrate objective assessments of independent experts, other consumers, and the opinion of the public. The Russian mentality can be considered a pillar (for our person, the opinion of a neighbor is more important than everyone else).
- Promotion of loyalty programs (additional goods and services that improve the image of the company and trademark).
- Sales management (personal sales, sales promotion with bonus programs). Polite guys came to many with a demonstration of the wonderful features of a vacuum cleaner that costs a little cheaper than a car - this is personal sales. But this is not the best example, with the correct setting of the goal and process, you can achieve great results, preserving the face and prestige of the brand.
- Direct marketing (targeted personal appeal to the buyer through direct mailings on the Internet, mail).
- Sales promotion : promotions, one-time discounts, lotteries, other events in order to revive interest in the brand. Short-term oriented.
In everyday life, we can see the use of marketing communications in politics:
- arouse interest in the brand (candidate);
- make the candidate’s program well-known (useful properties of the product);
- to achieve consumer interest in the product (voting).
It turns out that the technologies are similar, the main thing is that the consumer should not be offered stale goods. But this already lies in the field of ecology of goals and mission of the enterprise. For a long-term company, marketing communications is a process located in the public interest for which it works.