Quiz sobre la promoción de productos y empresas

Marketing Communication Instruments: The Communication Mix

• The marketing communication mix includes personal selling, direct marketing, advertising, public relations, propaganda, and sales promotion.
• Personal selling is an oral and interactive form of communication where information is transmitted directly and personally to a specific potential customer and immediate feedback is received.
• Direct marketing includes activities like mail advertising, telemarketing, in-store operations, and social media to make sales propositions aimed at specific market segments.
• Direct marketing examples include contests, social media ads, text messages, referral programs, and pop-ups on websites.
• Advertising is the transmission of impersonal and paid information through mass media like newspapers, radio, and television, and its message is controlled by the advertiser.
• Public relations involve activities like media relations, image management, and sponsorship to obtain favorable information diffusion and improve the image of the company and its products.
• Propaganda is information that is disseminated through mass media, but unlike advertising, it is not controlled by the seller but by the media or other persons or institutions.
• Propaganda messages are transmitted through news or press releases that are not subscribed to by the seller but by the media or other institutions or persons.
• Sales promotion includes activities that use material or economic incentives like prizes, gifts, coupons, discounts, and more product quantity to stimulate short-term demand for a product.
• Personal selling is flexible and allows for immediate feedback, but it can be challenging to reach potential buyers.
• Direct marketing is highly targeted and offers immediate responses, but it can be intrusive and annoying.
• Advertising is impersonal and directed to the entire market, but it can be expensive and less effective than other methods.