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Tools Of The Marketing Communcation Mix

4945 words - 20 pages

Describe the Role of the Marketing Communication Mix whilst Highlighting the Role and Characteristics of Each Tools of the Communication Mix. The Report will also discuss the Criteria that should be used to Select the Right Communication Mix and Investigate the Changes that are Happening in the Media and Communication Landscape


DEVELOPING A MARKETING ...view middle of the document...



Above and below the line communication Figure 1


The marketing communication mix can be described as “a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency and maximum communications impact”; this is according to Belch and Belch (2007).
A good example of this is the Coca Cola Company. Local pharmacist Dr. John Stith created syrup (that was described as an energy drink), he carried this drink to Jacob’s pharmacy where it was promoted and sampled and then placed on sale for five cents a glass.
Today the Coca Cola Company has grown to become one of the biggest companies in the world.



The communication mix is made up of several elements that, when blended, using different quantities in different campaigns and their uses. The following shows the key to the communication mix.
 Personal selling
 Sales promotion
 Public relations (Publicity)
 Direct marketing
 Advertising
 Sponsorship
 Packaging
 Trade fair and exhibitions
 Merchandising (point of sales)
 Brands
 Emarketing (Internet Promotions)
These elements when integrated create the communication mix. These also form the basis by which marketing campaigns are created.


Personal selling is where an individual sales person sells a product directly to the customer without using a middleman. The purpose of the sales person is to match the needs of the client with the benefits of the product. In today’s world personal selling involves the development of long standing relationship. If personal marketing were to be compared with the other marketing tools such as marketing we would see that personal selling:
 Uses fewer resources
 The pricing is often negotiated (e.g. insurance)
 The relationship is ongoing (there is contact with the customer after the sale
 The purchase can involve large sums of money
 Prospective clients needs specific information
There are however exceptions. Personal selling can involve a selling process, when summarized uses the following five stages:
 Making initial contact
 Prospecting
 The sales call
 Objection handling
 Closing of the sale

Sales promotion is considered to be any initiative that is undertaken by the organization to drive increase sale,...

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