In order to smoothen the road of selling product or service, marketing communication is the made available. It is the way to affect people to buy the product or use the service while maintaining a contact with the existing customers.
There are four types of marketing communication, including advertising, public relations, and sales promotions.
Being the most powerful device of marketing communication, advertising offers an extended reach to audience and high frequency of message delivery. Since this type of marketing communication is expensive, you must consider to make the most of it. Try to use different kinds of advertising media to approach different kinds of people.
Set adequate budget for advertising; whether you are going to make the advertising idea yourself or rely on the advertising company. Making your own advertisement—suppose you have a great team for that—will be less costly yet you risk a poor marketing communication to happen. Advertising companies may charge you a lot of money but the cost will worth the effect, though.
The second type of marketing communication is public relations. PR will help create brand awareness among the customers in more subtle way. This aspect is what makes Public Relations different from advertising. While advertising promotes products in aggressive way, self serving and subjective, PR communicates the product in much softer way and more objective. In addition, PR mentioning your product is probably the only type of marketing communication which is free of charge.
Discounts are the most favorite type of sales promotion. There are many customers who make spontaneous buying decision at the time of sale. Seeing this fact you might start to think, how to make use of this situation.
Many marketers decide to put some devices of marketing communication in the place where the discount program occurs. This will increase the possibility of the customers to see the messages. The devices used in this strategy may include shelf talkers, overhead signs, window signs, and at cetera.
Many companies use online media as their marketing communication device. This could be done by purchasing attractive advertisement and place it on promising locations such as online newspapers and magazines. To attract even more audience, they usually place ads with an impressive message on social media such as Facebook or some personal blogs.
Advertising may work tremendously well since it brings direct message about the product to customers. Depending on the selected type of media, advertising can reach thousands of future buyers around the world. However, in case it is too expensive, you may rely on other types of marketing communication.