{"id":5708,"date":"2019-12-04T07:05:03","date_gmt":"2019-12-04T05:05:03","guid":{"rendered":"https:\/\/digitalschoolofmarketing.co.za\/?p=5708"},"modified":"2022-09-13T14:31:44","modified_gmt":"2022-09-13T12:31:44","slug":"what-is-the-marketing-communications-mix","status":"publish","type":"post","link":"https:\/\/digitalschoolofmarketing.co.za\/blog\/what-is-the-marketing-communications-mix\/","title":{"rendered":"What is the marketing communications mix?"},"content":{"rendered":"
\"DSM<\/div><\/div>

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.<\/p>\n

The marketing<\/a> mix consists of eight modes of communication:<\/strong><\/h2>\n
    \n
  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).<\/li>\n
  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<\/a> and display allowances), and business and sales force promotions (contests for sales reps).<\/li>\n
  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.<\/li>\n
  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\u2019s image or its individual product communications.<\/li>\n
  5. Direct marketing \u2013 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.<\/li>\n
  6. Interactive marketing – Online activities and programmes which are designed to engage customers or prospects and directly or indirectly raise awareness, improve a company\u2019s image, or elicit sales of products and services.<\/li>\n
  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.<\/li>\n
  8. Personal selling – Face-to-face interaction that is conducted with one or more prospective purchasers for making presentations, answering questions, and procuring orders.<\/li>\n<\/ol>\n

    The above modes make use of communication platforms which are the vehicles used in imparting information to the public.<\/p>\n<\/div><\/div>