Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers—directly or indirectly—about the products and brands that they sell. The marketing communications mix consists of six major modes of communication. List and briefly explain each using a specific product or service to illustrate their use.
The chosen product for this assignment is Coca – Cola. It is a well known fizzy beverage which has been around from the eighteenth century. The primary target market of the Coca – Cola Company is all customers of all nations that have a thirst for a high – quality beverage from a reputable brand that cares about small communities and saving the environment. This Company is well known for advertising to persons of all ages, genders, incomes, ethnicity and lifestyles. As mentioned before, this beverage has been around since the eighteenth century. The question is how this company have managed and sustained such growth. The answer lies in marketing communication. The marketing communication mix consists of six major modes of communication. It ranges from advertising, sales promotion, public relations, personal selling, direct marketing and online marketing. Advertising is any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertising allows a company to inform and or persuade potential customers about its products or services. It gives the reason to buy. Sales promotion whereas involves short – term incentives to encourage the purchase or sale of a product or service. At its core, sales promotion is a marketing activity that adds to the basic value proposition behind a product (i.e., getting more for less) for a limited time in order to stimulate consumer purchasing, selling effectiveness, or the effort of the sales force. However, public relations involve the cultivation of favourable relations for organizations and products with its key publics through the use...
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