Advertising & PR

How do I develop marketing communications?

Effective marketing communication is an essential part of getting your message across to your target audience. Methods involving both internal and external communication skills and activities include:

• Advertising
• Sales promotion
• Public relations
• Direct marketing
• Personal selling

Once you have decided what needs to be said, the design, production, public relations and personal sales approach can be fully considered. Targeting the message to your key customer groups is vital and effective follow-through of any activity is what is required to ensure that you 'clinch the sale'.

• The Institute of Sales Promotion provides guidance on using coupons. Note: You may have to register on their website to access this item.
• The Royal Mail website will help with mail campaigns
• The Incorporated Society of British Advertisers provides practical guides and 'best practice' guidelines on some of these topic

This article based on Crown Copyright © 2002