Deciding on the Communication Media
Companies must allocate their marketing communication budget over the nine major modes of communication—advertising, online and social media, mobile communication, direct marketing, events and experiences, word of mouth, publicity and public relations, personal selling, and packaging. Within the same industry, companies can differ considerably in their media and channel choices. Avon concentrates its promotional funds on personal selling, whereas Revlon spends heavily on advertising. Electrolux spent heavily on a door-to-door sales force for years, whereas Hoover relied more on advertising.
Companies are always searching for ways to gain efficiency by substituting one communication tool for others. Many are ...
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