MARKETING COMMUNICATION MIX

1 Trakia Journal of Sciences, Vol. 13, Suppl. 1, pp 368-374, 2015. Copyright 2015 Trakia University Available online at: ISSN 1313-7069 (print) ISSN 1313-3551 (online). MARKETING COMMUNICATION MIX. G. Todorova*. PhD student, Department "Industrial business and entrepreneurship", Faculty of Economics, Trakia University, Stara Zagora, Bulgaria ABSTRACT. The purpose of this report is to present theoretical concepts and developments in the concept of " MARKETING COMMUNICATION mix". This article explains what is the MARKETING COMMUNICATION mix, describing its nature, importance, types of instruments and efficiency. Designing the right MARKETING mix involves the four P's Product, Price, Place and Promotion. In the field of MARKETING communications, must be coordinate efforts towards the last P of the MARKETING mix . Promotion. And need to develop strong sales and advertising messages that will connect with your customers instantly and effectively highlight product's quality and brand`s differentiation from others.

2 Successful MARKETING COMMUNICATION relies on a combination of tools called the promotional mix . These tools include: Advertising, Public relations, Sales promotion, Direct MARKETING , Personal selling, and are used to describe the set of tools that a business can use to communicate effectively the benefits of your products or services to its customers. Key words: MARKETING communications, MARKETING COMMUNICATION mix, promotion, promotional mix MARKETING COMMUNICATION MIX communications represent the voice of the In the era of mass communications and emerging company and its brands, they are the means by mobile technologies, an organization must build which the company can establish a dialog and an adequate mix of MARKETING communications, build a relationship." As per Mladen Velev, they in order not to drown in a sea of information. are public COMMUNICATION and unlike other types This will be made in a relation with the good of COMMUNICATION (technical, biological, interaction of objects and forces, influencing the transport, etc.)

3 Are characterized in that the management outside the company, and sender and receiver of information are people or marketers ability to establish and maintain groups of people. They are a form of propaganda successful corporations with target customers. that tries to influence the pre-selected audience MARKETING communications of an organization is in order its response, in favorable to the a complex of measures, techniques and methods company way. This is achieved by transmitting by which information about goods, services or the dosage information and striking. MARKETING brand of the company reaches its users. Philip communications have primarily economic Kotler and Kevin Lane Keller define MARKETING objectives and achieving their companies spend communications as "the means by which firms funds, which in some cases are significant. attempt to inform, persuade and remind their " MARKETING communications directed their customers - directly and indirectly - of products efforts to target consumers by developing and and brands they sell.

4 MARKETING implementing programs, fully in line with their _____ character, striving to form in them and preferred *Correspondence to: Gergana Todorova, PhD brand loyalty and generate demand."i student, Department "Industrial business and entrepreneurship", Faculty of Economics, Trakia The main goal and task of the publication: University, Bulgaria, Stara Zagora, 6000, Student The purpose of this report is to present campus, Email: Mobile: theoretical definitions and developments in the +359 898608034 concept of " MARKETING COMMUNICATION mix". This article explains what is the MARKETING 368 Trakia Journal of Sciences, Vol. 13, Suppl. 1, 2015. TODOROVA G. communications mix, describing its nature and spheres and fields. Higher prices of media, better types of instruments. COMMUNICATION skills with target groups pass to relationship MARKETING ".iv In connection with this objective, we set the " MARKETING communications are the fourth following tasks: essential element of the MARKETING mix, with 1.

5 Presentation of the elements of the which the company aims to serve the target MARKETING COMMUNICATION mix: advertising, markets. Built through good communications personal selling, sales promotion, public company image and a favorable public attitude relations and direct MARKETING . facilitate business contacts and raising the 2. Comparative analysis of trends in the necessary investment funds".v "Promotional mix distribution of ad spending worldwide, the (or a MARKETING COMMUNICATION mix) is the European Union and Bulgaria. specific combination of instruments to promote that company used to convincingly communicate 1. Presentation of the elements of the customer value and build customer MARKETING COMMUNICATION mix relationships".vi McCarthy (1998) determined the The term " MARKETING mix" was first coined by mix of MARKETING communications as a specific Neil Borden, the president of the American combination of elements: advertising, personal MARKETING Association in 1953.

6 It is still used selling, sales promotion, public relations and today to make important decisions that lead to direct MARKETING that companies use to the execution of a MARKETING plan ii. Design the implement their targets for advertising and right MARKETING mix the Four P's of MARKETING . All COMMUNICATION activities must be MARKETING include product, price, placement and well prepared and conducted in good order promotion (Figure 1). In the field of MARKETING through comprehensive management. Figure 2. communications, should be coordinated efforts is a simplified diagram showing how MARKETING of last P of the MARKETING mix - Promotion and COMMUNICATION elements and activities can be must develop strong sales and promotional integrated. The largest circle shows how the five messages that connect with customers promptly MARKETING COMMUNICATION elements are and efficiently, emphasizing product quality and interconnected.

7 Individual elements depicted in differentiation of the brand from others on the different colored circles contain various market. In 2012, a new four P's theory was COMMUNICATION activities, which will be proposed with people, processes, programs, and described in the publication. performance. In service MARKETING , however, the four Ps are expanded to the seven P's or Seven P's to address the different nature of services. iii Figure 2. Figure 1. In order to make the MARKETING COMMUNICATION Every organization stimulates consumer process need to use the wide variety of the above demands as create and maintain a favorable forms of promotion. "The business picture of the company and a positive attitude COMMUNICATION process is integrated and towards its achievements by MARKETING balanced combination of MARKETING elements COMMUNICATION mix. Modern companies manage provided on the basis of the implementation of a complex system of COMMUNICATION , including difficult and complicated MARKETING tactics".

8 Vii electronic. Moreover, the advent of electronic Successful MARKETING COMMUNICATION relies on media and technology, on one hand, makes it the combination of these elements of the easier to communicate with their customers and promotional mix to enable businesses to from other hand, places new requirements on communicate effectively the benefits of their used instruments. "For many reasons, MARKETING products or services with targeted customers. In communications should be integrated with all addition, there are media in which time and space can be purchased or used to deliver Trakia Journal of Sciences, Vol. 13, Suppl. 1, 2015. 369. messages to the audience. In choosing an attract a large and geographically dispersed appropriate mix of promotion, marketers should market. The costs to reach one member of the analyze the advantages and disadvantages of the target audience are lower as compared with different elements to consider which of them to personal sales.

9 Advertisers have a number of use, how to combine and how to allocate the alternative means of advertising and can exercise budget between them. As per Mladen Velev control over the content of the advertising (2001), each of the elements of the mix of message, its design, time and place of the MARKETING communications can have specific broadcast. Advertising formed a certain degree shapes and has a different role in the overall of awareness and knowledge about the existence program for MARKETING stimulation. of a product and brand that makes possible the application of modern forms of sale, such as self- Advertisement service. Advertising from French r clame, from the Latin reclaim, "evoke" in business is a form of There is a variety of criteria based on which can MARKETING COMMUNICATION , which aims to distinguish between types of advertising. encourage, persuade, or in some cases even Various attempts to classify advertising are manipulate the audience (viewers, readers or discussed in detail in the book D.)

10 Doganov and listeners, etc.) to take or continue to take an F. Palfi "Advertising as it is". Main types of action. Philip Kotler and Kevin Lane Keller advertising: (2012) defined it as any paid form of non- In the sphere of public life should: political, personal presentation and promotion of ideas, social, economic advertising. goods or services from the sponsor evident by According to who advertises - a common, the print media (newspapers and magazines), collective and group telecommunications (radio and television), According to the product life cycle: entry, network communications (telephone, cable, maintenance reminiscent advertising satellite, wireless), electronic media (audiotape, According to the territorial scope - local, videotape, videodisk, CD-ROM, web page), and regional, national, international, global. display media (billboards, signs, posters) viii. It is According to participants in the realization of an impersonal form of mass COMMUNICATION , the ad is: individual, which is sponsored by an which offers a high degree of control of those advertiser; group advertising, which is responsible for the preparation and implemented by advertisers in different sectors implementation of promotional messages.