TOOLS FOR COMMUNICATION

Marketing communication is an integral process involving the use of various communication tools. What are these communication tools? Simply said they are the tools which get the message across to the target audience. And you would know these communication tools by now. They are.

Advertising – Advertising is any paid or non paid form of communications and is the primary communication tool. Advertising includes various media vehicles such as Television, outdoor, digital, print ads etc. Mostly Advertising involves above the line media promotions. However, there are several below the line promotions which are used as well.

Sales promotion – A direct form of communication tool which connects directly to the customer. It is a widely used communication tools and is used most in the FMCG and Retail industry. (Ever heard of the words “50% off on all merchandise  thats sales promotion, here are various forms of sales promotions, each of them used as per the objective of the promotions.

Publicity – Publicity is generally free in nature and the organization does not generally pay for publicity. A review recommending a particular product, an article praising a personality are forms of publicity. However, with the rising competition, online paid publicity as well as paid reviews are common forms used by company to sell their products.

Personal selling – Sales is an act wherein the sales person directly interacts with the customer and tells him the pros of buying their product. A sales person goes through the AIDAS process so as to bring customers to your company. Over time, sales has become even more polished and it has started using a lot of online tools to ensure that the customer is reached to and attended to the best of the companies abilities.

Public relations – Public relations is a communication tool which maintains images of businesses as well as celebrities and brands. Publicity and public relations are not common. However several public relations campaign include publicity.