MARKETING COMMUNICATIONS PROMOTIONAL MIX

Introduction
Marketing communication refers to the conversation between a business entity and its potential as well as present customers with the chief aim of emancipating them about the product or service offered by the entity (Friesner, 2014). This form of communication takes place in three stages including pre-selling, selling and post sale stages (Friesner, 2014). Marketing communication mix or promotional mix would then refer to a conglomerate of promotion tools that are used by an entity to communicate to its target audience (Friesner, 2014; Kokemuller, 2014). Through the communication the entity is able to inform, persuade and remind the
customers of existing or new services in the market (Baines, Fill, & Page, 2013). The marketing promotional mix comprises of six major elements namely advertising, publicity, personal selling, direct marketing, internet or social marketing, and sales promotion (Baines, Fill, & Page, 2013).
Elements of Marketing Communication Promotional Mix
As aforementioned there are six categories of promotional mix, each having its own objective in market communication.
Advertising
This is the most prominent form of mass communication (Chunawalla, 2008). Strydom (2009) defines advertising as a form of paid non-personal communication method that is propagated through mass media to raise awareness about a product, service or idea by the marketer. The media through which advertising is done include newspaper, magazines, directories, buses and trains, displays among others (Chunawalla, 2008). The core aim of advertising is to reach a large number of target audiences (Baines, Fill, & Page, 2013). The advertiser has full control of the message and the channels to be used. Advertising is cost effective since it reaches a large number of individuals at low cost per person compared to other methods (Chunawalla, 2008). Advertising allows the sponsor or advertiser to repetitively transmit the message to the intended audience regardless of the number of times (Kokemuller, 2014). Advertising also creates awareness of a brand thus making it familiar and popular among the target audience.
Personal Selling
This refers to a promotional method where the customers are persuaded and informed to purchase goods through personal communication (Lamb, Hair, & McDaniel). As the name suggests the method involves direct communication to the customers. Firms using this method use sales force to build and maintain customer relationships (Baines, Fill, & Page, 2013). The salesmen are able to see the reactions of the customers thus modifying the message to fit the customer (Strydom, 2009). There is immediate feedback mechanism. It is mostly used to market industrial goods, specialty goods and technical goods (Lamb, Hair, & McDaniel). The major objective of this method is to use the experts who are the salesmen to explain the technicality of products to potential buyers (Kokemuller, 2014). It is effective where the purchase of a product has been recommended by an expert. A good example is a pampered chef party the chefs have to explain every detail to someone and once satisfied one can make a purchase (Kokemuller, 2014).
Publicity and Public Relations
Publicity refers to an unpaid non personal form of communication. It usually presents itself in news, editorial article, or announcements about any given organization, its products, branches, changes in structure among others (Kokemuller, 2014). The organization usually does not pay for it. The major aim of this method is to reach a wide coverage with little cost (Strydom, 2009). It also creates the brand image through making a brand popular among consumers (Lamb, Hair, & McDaniel). A good example is the coca cola ads. Public relations on the other hand involve communication that is tailored to help improve and promote the organization’s products, services and image. It is more neutral and objective compared to other forms (Kokemuller, 2014). The materials include press conferences, seminars, publicity, events and trade exhibitions and press release among others. The core objective of public relations is to enhance the image of the firm and its products or services and at the same time fight off negative publicity.
Sales Promotion
Sales promotion refers to the direct inducement that offers extra value and incentive for the product to the sales force, distributors, and customers (Kokemuller, 2014). The primary objective is to boost sales of the firm. It includes such things as couponing, free gifts, free trials, contests, trade-shows, exhibition, and allowances among others (Chunawalla, 2008). It is used where there is need for immediate feedback from the customers, sales force and distributors (Kokemuller, 2014).
Direct Marketing
This is a form of direct communication. It has the aim of getting immediate customer response and establishes a long lasting relationship with the customers (Kokemuller, 2014). The customers are encouraged to directly purchase goods from the manufacturer. It uses such channels as emails, telephones, text messages, and direct mail among others. It is focused to a specific type of customers rather than the mass (Lamb, Hair, & McDaniel). The goal of the method is to generate sales that can be traced by the representatives. It allows the business to engage in one way communication with the customers about their products, launches, bulletins and order confirmation (Kokemuller, 2014).
Conclusion
As evident in the paper there are six core promotional mix elements that are used in market communication. The ultimate aim of each method is to either emancipate the masses about products, services or the company itself that is using that element. Each has its own advantages and disadvantages as well. For any company aspiring to reach the customers there is a wide range to choose from.


Bibliography
Baines, P., Fill C., & Page, K. 2013. Essentials of marketing. Oxford: Oxford University Press.
Chunawalla, S. A. 2008. Advertising, sales and promotion management. Mumbai [India: Himalaya Pub. House.
Friesner, T. 2014, May 8. Introduction to Marketing Communications - Marketing Teacher. Retrieved from http://www.marketingteacher.com/introduction-to-marketing-communications/
Kokemuller, N. 2014. What Is a Marketing Communication Mix? | Chron.com. Retrieved from http://smallbusiness.chron.com/marketing-communication-mix-63541.html
Lamb, C. W., Hair, J. F., & McDaniel, C. D. 2009. Essentials of marketing. Mason, OH: South-Western, Thomson Learning.
Strydom, J. 2009. Introduction to marketing. Cape Town, South Africa: Juta.