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The tools of communication include most importantly the direct marketing and public relations. These tools help the businesses in promoting and advertising themselves in a sophisticated manner depending upon their nature of products and services. Both of them are effective in enabling the businesses communicate with its customers. The concept of public relations pertains to the activity of carrying the flow of information between the public and the organization. This tactic gives the organization an opening to the audiences by utilizing the news items that do not need direct payments.
The strategies of direct marketing primarily promote the products and increase their awareness amongst customers. While, the public relations activities involve making the image of the company and brand in the entire public.
Direct marketing only promotes and advertises the individual products to the buyers. While, public relations is more important in the senses that it promotes the organization and product lines by building its image at the social level.
The direct marketing tactics give an idea of the price at which the product can be sold by the marketers. While, the public relations person aims upon gauging the reactions and perceptions of public for the purpose of marketing the product.
The tools of communication mix include advertising, personal selling, sales promotion, public relations and direct marketing. The retailers can use all this tools in an effective manner to promote their products and services.
Advertising can be used by the retailers to create awareness about the store or the product for the purpose of creating a good image in the minds of customers. It convinces them by creating a desire in them to purchase the product and assists the store’s repositioning in their minds. The retailers can also utilize personal selling as one of the effective ways to deliver their products and services. A personal representative
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“MARKETING COMMUNICATIONS Essay Example | Topics and Well Written Essays - 1500 Words”, n.d. https://studentshare.org/miscellaneous/1593442-marketing-communications.
In addition, organizations can reach their potential customers through several channels. Marketing communication is one of many tools via which an organization can market its products, ands this may be in the form of advertising, direct marketing, trade shows, seminars, websites, public relations, and sales promotions among others.
Approach of IMC used 8 Challenges of IMC tools 9 Recommendations and suggestions for future use of IMC 9 Conclusion 10 References 12 Abstract This paper has been written to enhance the practical knowledge of integrated marketing Communication usage in today’s world.
These channels are normally organized into vertical, horizontal, conventional and multichannel marketing systems. The author of this paper also notes that depending on the target market available, the distribution of goods and services can be done intensively, selectively or exclusively.
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