Marketing communications is the basis for successful business

For a better understanding of what basic marketing communications are, it is better to divide the term and define each part separately. The word "marketing" has long been heard, it seems that everyone knows the meaning of it, but ask - you will get a large number of different definitions. There is nothing surprising: in each textbook, it is defined in its own way, although, of course, there are no opposing opinions. In a nutshell: marketing communications is the process of determining, stimulating and most fully satisfying the needs of the buyer. Receiving during this process of profit - this is the field of work of other professionals (accountants, financiers, tax inspectors).

Communication - this term is understandable to all. Consequently, marketing communications are a set of activities aimed at maximally informing the target audience about the useful qualities of the product (service). This complex includes many tools and concepts.

The most significant marketing communications are:

• Advertising: impersonal appeal to the consumer of the goods, with an appeal to buy precisely this product (service) and an explanation of any uniqueness. The channels are used: radio, TV, newspapers, outdoor advertising, newsletters, the Internet.
• Formation of a recognizable brand (brand): the development of a logo, company symbolism.
• Public relations (creating a positive image of the company or product) Public Relations (PR): caused by an oversupply of supply in the market. In order for the end user to make his choice in favor of your product, you need to demonstrate objective assessments of independent experts, other consumers, public opinion. You can consider the support of the Russian mentality (for our people the opinion of the neighbor is more important than all the others).
• Promotion of loyalty programs (additional products and services that improve the image of the company and the trademark).

• Sales management (personal sales, promotion of sales by bonus programs). To many came polite guys with a demonstration of the wonderful possibilities of a vacuum cleaner, which is a little cheaper than a car - this is personal sales. But this is not a good example, if the goal and the process are set correctly, you can achieve great results while retaining the face and prestige of the brand.
• Direct marketing (address personal address to the buyer through direct mailings on the Internet, mail).
• Stimulation of sales: stocks, one-time discounts, lotteries, other activities with the aim of reviving interest in the trademark. Are focused on short-term prospect.

In everyday life, we can see the use of marketing communications in politics:

• Cause interest in the brand (candidate);
• To make the program of the candidate well-known (useful properties of the goods);
• To achieve the consumer's interest in the goods (voting).

It turns out, the technology is similar, the main thing is that the consumer is not offered stale goods. But this already lies in the sphere of ecology of the goals and mission of the enterprise. For a company working in the long term, marketing communications are a process located in the sphere of the interests of the society for which it works.