well-established system of marketing communications organizations is an important condition for its function as a full-fledged business unit, as well as the impact of a successful market position.Influence of communication in a constantly changing market conditions, it is very important, because the market is saturated with more and more goods.In addition, consumers are willing to meet their growing needs, and methods of competition, changes in the direction of complexity, using more advanced tools to work with information.
to plan production and sales was a positive trend, it is necessary to learn how to sell enough to produce goods and create a direct sales channel.Applying a means of stimulating, it is necessary to ensure that a competitive advantage (distinguishing features) sold the goods were known to target customers.
system marketing communications pursues two interrelated goals: to make goods and attractive items - known.What communication channels should be used this system?
communication channels or communication complex are:
- work of the staff in terms of personal selling;
- ways to promote sales;
- public relations.
Staff in terms of personal sales - is communication, presents solo and two-way contact (dialogue), the aim of which is to encourage the customer to act on the purchase, in addition, sales of none other than as a source of information for research.
Advertising is a paid form of one-way mass communication that comes from a specific source, and is the direct or indirect support for the marketing activities of the organization.
Sales promotion advertising and complements the work of staff in terms of personal sales, and to extend and increase the sales of certain goods.
Public relations activities are focused on the creation of a psychological climate of mutual trust and understanding between the product and its audience.In this regard, the goal of communication - not to sell, and support actions in moral terms.
In addition to these traditional means necessary to mention the means of direct communication: fairs, sale catalogs, trade shows, telemarketing.
Communication channels must work in tandem, and therefore it is necessary to properly allocate the budget for the communication between the communication, based on the specifics of goods sold and communication tasks.
marketing communication system has two main tools that have the greatest impact on sales results.It is the work of staff in terms of personal sales and advertising channels.Intending to use these channels, you need to understand when direct contacts are more effective advertising.
course, personal selling advertising on their superior efficiency.However, the advantages of its advertising value.After exercise one contact with the audience through advertising is much cheaper than using personal contacts with potential clients.
Advertising allows for a short period to carry out the large number of clients, while even the best seller limited hour limits.At the same time in relation to a specific product with a narrow range of consumers, the effectiveness of personal selling is undoubtedly higher.
system of marketing communications is a two-way process.It affects the potential audience, at the same time, receiving the counter information on the expectations and reactions of the audience.The unity of these components allows to achieve a positive effect on sales.