Promotion (marketing)

The communication policy, also called marketing communications, is a function of marketing in business. It represents within the corporate management from the customer (see Marketing) view of the area between the product policy and pricing on the one hand and the distribution policy in the distribution of power on the other hand Represent is thus the link between entrepreneurship and sales -driven market implementation.

Definition of communication policy

Under the communication policy refers to all actions scheduled, deliberate design and personal or impersonal communication of information for the purpose of influencing knowledge, attitudes, expectations and behavior of the target groups of the company, which ultimately affects the behavior of the receiver sustainable.

As the basis of the communication policy applies communication theory of transmitter-receiver model. Although one has to distinguish between direct and indirect communication. In direct communication, the company sent in direct relationship with the consumer, the communication message in the indirect various elements are interposed. The advantage of indirect communication is that of the transmitter, the interposed element which is directly related to the company and the consumer, filters the economic aspect of the message of the company and therefore the credibility of the communication message is increased by the consumer.

The communication policy is attributed to a special position in the marketing mix. Since all elements in marketing can develop communicative effects that market communication (a " good price " for example, communicates also a benefit ) is considered as a link between all the instruments of the marketing mix.

Functions of communication policy:

  • Information function
  • Timeliness function
  • Influence function
  • Confirmation function

Objectives of the communication policy

The communication objectives are made up of the economic and psychographic objectives:

The objectives of the positioning of the products is the transfer of emotion, information and timeliness to the consumer, which serve to differentiate these from other competitions in the market. Here, two methods are used: the USP (Unique Selling Proposition ), which is a unique promise of the company for their product, do not have the other products of competitors, and the UAP (Unique Advertising Proposition ) in the saturated markets where products interchangeable are used to differentiate one's product through advertising alone position.

Structure of the processes of communication policy

The communication policy is based on a ten -step model:

Communication tools of marketing

The communication tools are used in the ten -step model of communication policy and be used as a means of transmitting the communication message to the target group. Among the instruments of the communication mix include:

Above the line

  • Traditional advertising

Below the line

  • Public relations
  • Sponsoring
  • Events
  • Fairs / Exhibitions
  • Product Placement
  • Sales Promotion
  • Direct Marketing
  • Multimedia
  • Other instruments

( Here, above the line "classic" and below the line the " non-classical " instruments dar. )

Out of house

  • Classic promotion

Other aspects of the communication policy

Corporate Identity and Corporate Image

Corporate identity and corporate image are indeed related to communication policy, but are not to be regarded as their instruments, but as the destination or to the changing condition. Corporate identity is the image of the company that it represents inward and the aim is to convey to the outside. Corporate image is the actual image of the company in the minds of people and is to be adjusted by the use of the communication activities of the corporate identity. The tools of corporate identity, including the corporate design ( applies in the design of character, work clothes, forms, architecture of the premises, etc.) Corporate Communication ( finds application in advertising, public relations and internal corporate communications) and corporate behavior, the behavior among employees and with customers, suppliers, partners and the public generally defined.

Integrated Communication

Integrated communication is the process of planning, organization, implementation and control of all communication activities of the company with the consumer to enforce the company's goals. The Integrated Communication has the task from the variety of communication tools and measures used for internal and external communication a self -contradictory and create communication system to provide a consistent for corporate audiences appearance on the company.

Marketing Communications

As a synonym for communication policy there is the concept of marketing communication that is used in research and teaching and in practice more often. Thus, the former advertising manager is now currently trained in business and marketing communications in the state training.

Brand awareness Integrated marketing communications Christian Homburg
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