Marketing communications system

A well-established system of marketing communications of an organization is an important condition for its functioning as a full-fledged economic unit, and also affects the successful position on the market. The impact of communications in the constantly changing market conditions is very important, as the market is saturated with more and more goods. In addition, consumers want to meet their growing needs, and methods of competition, change towards complexity, using more sophisticated means of working with information.

To plan production and sales of products had a positive dynamic, you need to learn how to sell, produce little, and form a direct sales channel. Using incentives, it is necessary to ensure that the competitive advantages (distinctive properties) of the goods sold are known to the target buyers.

The system of marketing communications sets two interrelated goals: to make the product attractive and the commodity to be known. What communication channels should this system use?

Communication channels or a communication complex are:

- staff work in terms of personal sales;

- advertising;

- ways to stimulate sales;

- public relations.

The work of the staff in terms of personal sales is communication, representing personal and bilateral contact (dialogue), the purpose of which is to motivate the customer to purchase action, in addition, sales are nothing but a source of information for research.

Advertising is a paid form of unilateral mass communication, coming from a certain source, and is a direct or indirect support for marketing activities of the organization.

Stimulating sales complements advertising and staff work in terms of personal sales and aimed at expanding and increasing the sales volume of a certain product.

Public relations is a purposeful action to create a psychological climate of mutual trust and understanding between the commodity and its audience. In this regard, the goal of communication is not to sell the goods, but to provide support for actions in the moral plane.

In addition to these traditional means, it is necessary to mention the means of direct communication: fairs, sale through catalogs, exhibitions, telemarketing.

Communication channels should work in conjunction, and therefore it is necessary to correctly allocate the budget for communication between communications, based on the specificity of the goods sold and communication tasks.

The system of marketing communications has two main means, which have the greatest effect on sales results. This is the work of the staff in terms of personal sales and advertising channels. Intending to use these channels, it is necessary to understand when direct contacts are more effective than advertising.

Of course, personal sales are superior to advertising in terms of their effectiveness. But, the advantages of advertising in its cost. After all, one contact with the audience through advertising is many times cheaper than using personal contacts with potential customers.

Advertising allows for a short period of communication with a large number of customers, while even the best seller is limited to an hourly frame. At the same time, with regard to a specific product with a narrow range of consumers, the effectiveness of personal sales is undoubtedly higher.

The system of marketing communications is a two-way process. It affects the potential audience, at the same time, receiving counter information about the expectations and reactions of the audience. The unity of these components allows to achieve a positive effect in sales.