What is the marketing communications mix?

Marketing communication can be made up of multiple channels or concepts that are all used to communicate information on a business, product or service to the public. These various channels or concepts are collectively termed the marketing mix and can be used individually or in combinations based on the market or product.

The marketing mix consists of eight modes of communication:

1. Advertising – Any paid formats of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor via print media (newspapers and magazines), broadcast media (radio and television), network media (telephone, cable, satellite, wireless), electronic media (Internet), and display media (billboards, signs, posters).
2. Sales promotion – A variety of short-term incentives to encourage the trial or purchase of a product or service including consumer promotions (such as samples, coupons and premiums), trade promotions (such as advertising and display allowances), and business and sales force promotions (contests for sales reps).
3. Events and experiences – Company-sponsored activities and programmes designed to create daily or special brand-related interactions with consumers, including sports, arts, entertainment, and cause events as well as less formal activities.
4. Public relations and publicity – A variety of programmes directed internally to employees of the company or externally to consumers, other firms, the government, and media to promote or protect a company’s image or its individual product communications.
5. Direct marketing – The use of mail, telephone, fax, e-mail or the Internet to communicate directly with, or solicit response or dialogue from, particular customers as well as prospects.
6. Interactive marketing – Online activities and programmes which are designed to engage customers or prospects and directly or indirectly raise awareness, improve a company’s image, or elicit sales of products and services.
7. Word-of-mouth marketing – People-to-people oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services.
8. Personal selling – Face-to-face interaction that is conducted with one or more prospective purchasers for making presentations, answering questions, and procuring orders.

The above modes make use of communication platforms which are the vehicles used in imparting information to the public.

Types of communication media

Types of communication media would include:

• Traditional Media – Also referred to as mass media this communication method includes television, radio and print media such as magazines, newspapers, posters and billboards. This is the most common and effective method of advertising accounting for 70% of marketing communications.
• Social Media – One of the fastest-growing types of communication as well as being a strong tool for interactive communication and feedback on shared information. This, as with Internet communication, lends itself to banner advertising where related products can be shown in relation to news, videos or subject activity.
• Internet – Personal and non-personal communication and tied in with social media which is a very successful tool in interactive communication.
• Email – Strong direct marketing tool again with the functionality for response and feedback.
• In-product communication – Additional or affiliated product advertising in bought goods or software. This allows for a very targeted marketing strategy where similar or add-on products are advertised in the contents of another product.
• Branding – A very effective method used by companies to build awareness of, and loyalty to, the company. Certain brands have an affiliated lifestyle or aspirational message that transcends price or functionality.

Get in touch with the Digital School of Marketing

If you want to discover more about the marketing communications mix and how it can benefit your business, then you should really check out our National Certificate of Advertising. Follow this link for more information.