Advertising, sales promotion and public relations form three elements of the ‘marketing communications mix’. The fourth is ‘selling’ which is sufficiently important to warrant a separate Chapter 5. Sales promotion also includes the area of ‘direct marketing’. This is a contemporary area of marketing that has increased in popularity because of the development of effective databases and improved information technology. This area, too, is sufficiently important to warrant a separate Chapter 6. Communications can be broadly defined as:
The process of establishing a commonality or oneness of thought between a sender and a receiver.
Two ideas are highlighted:
Communication is a process ...