The promotion mix (marketing communication mix) is the specific blend of promotion tools that the company uses to communicate customer value and build customer relationships. It is divide in 5 promotion tools (advertising, sales promotion, personal selling, public relations and direct marketing)., Several factors are changing today’s marketing communication. These changes come together in a need for integrated marketing communications (IMC) which involves carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent and compelling message about an organisation and its products, There are different steps necessary in developing effective marketing communication., 1. Identifying the target audience., 2. Determining the communication objectives: The target audience can be in any stage of the buyer-readiness stages., 3. Designing the message: The message should get attention, hold interest, arouse desire and obtain action., 4. Choosing the channels of communication: There are two broad categories. Personal communication channels are channels through which two or more people communicate directly with each other, including face to face, on the phone, via e-mail or even through Internet chat and non-personal communication channels are media that carry messages without personal contact or feedback..

Chapter 14

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