Key Marketing Communication Methods

Marketing communication is a function aimed at informing about the existence and characteristics of a product or brand, highlighting the value it provides and its advantages over competing products to persuade the customer to buy.

Advertising

Advertising is a form of impersonal, massive communication paid for by the company. It uses mass media to transmit messages that promote products and build brands. Advertising, adaptable to different groups through various media, is the most appropriate instrument to reach a mass audience. The main downside is the high cost.

An advertisement should be designed to capture the audience's attention, arouse their interest and desire for what is communicated, and generate the expected action from the receiver. The message must be credible; exaggerated or misleading reactions will be contrary to the desired outcome.

Sales Promotion

Sales promotion is a communication tool that encourages short-term demand for a product through incentives such as gifts, giveaways, discounts, etc. It is advisable for promoting products in the short term or publicizing a new product on the market, especially when accompanied by advertising. It is not recommended if the product already has high prestige, as these campaigns can potentially damage the brand image.

Public Relations

Public relations involves activities undertaken by companies to improve their corporate image or brand among various internal and external stakeholders.

Key Activities:

• Sponsorship and patronage: Financing and supporting social and cultural events or initiatives to create a favorable public image for the sponsoring company.
• Media relations: Managing interactions with media outlets (news reports, interviews, etc.) regarding company news or activities. Since media coverage can be seen as a form of free advertising, companies strive to maintain good relations to ensure favorable information dissemination.

The Sales Force

The sales force covers activities a company performs through its network of vendors and representatives for personal selling. Personal selling establishes a direct, two-way relationship between a seller and a customer. This allows for clarifying doubts, expanding on details, and addressing objections from the client. Simultaneously, the company receives direct feedback on product acceptance and potential improvements.

It is a communication tool that generates significant attraction and conviction due to the close, personal connection with customers. The main inconvenience is the high cost, making it more recommended for smaller markets.