Marketing communication

Various types of tools with the help of which the company communicates to the market information about the company and its products or services.

 

Marketing communication is a multitude of interconnected activities aimed at providing the market with information about a product or company. The nature of the information provided depends primarily on the situation of the company - incl. how long it is in the market, what is its budget - and from the product life cycle - whether it is a relatively new product on the market or not.

 

Promotion is an inseparable element of marketing communication, which determines the type in which the company will communicate with the market. The elements of the promotion are:

 

advertising - e.g. a TV spot

personal sale - direct contact seller - customer

sales promotion, e.g. free testing of specific products

public relations - creating a positive image of the company in the closer and more distant surroundings

 

Moreover, marketing communication is the whole mechanism by which it can run properly. At the very beginning of the whole process, there is the sender of the advertising message, usually the company. It formulates the content to be conveyed appropriately and uses the selected communication channel, e.g. television, to convey the advertising content to the recipient. Then the message is read and, depending on how clearly it was formed, understanding or misunderstanding of the message takes place. At best, the message will be received, and the sender will receive a reply in the form of, for example, the recipient taking a specific action for which he was encouraged.

 

During the communication process, we may also encounter information noise such as many advertising messages sent by many companies, which makes it difficult for potential recipients to read our message.