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MARKETING COMMUNICATION AND PROMOTIONAL MIX
Marketing communication promotional mix refers to a particular methods that a company uses to promote its products to a targeted group of customers , it the use of direct marketing, advertising, sales promotion, personal selling and public relation and this in the long run will help the company to achieve its marketing and advertising objective (Koetler 2014, p.18)
Advertising refers to a paid form of non-personal presentation and promotion of ideas, goods or service by an identified company (Harper 1975, p.78). It is the most common element of communication element which is persuasive in nature, non-personal, it is distributed through mass media and finally paid for by a specific sponsor. It includes all the messages a company pays to distribute through a media with the objective that it would reach a target audience. According to Tim (2014), advertising is viewed to be a much cheaper way of reaching a wider target audience and for it being non personal its effects can be measured in terms of creation or increase in awareness and changing attitudes and opinion on a specific product. The most popular brands in the world like Unilever, Coca cola and Pepsi have frequently been advertising on billboards, TV, magazine , radio and other medias all over the world hence the massive awareness of their products worldwide.
Harper (1975) defined public relation as a purposeful
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