The tools of communication include most importantly the direct marketing and public relations. These tools help the businesses in promoting and advertising themselves in a sophisticated manner depending upon their nature of products and services. Both of them are effective in enabling the businesses communicate with its customers. The concept of public relations pertains to the activity of carrying the flow of information between the public and the organization. This tactic gives the organization an opening to the audiences by utilizing the news items that do not need direct payments.
The strategies of direct marketing primarily promote the products and increase their awareness amongst customers. While, the public relations activities involve making the image of the company and brand in the entire public.
Direct marketing only promotes and advertises the individual products to the buyers. While, public relations is more important in the senses that it promotes the organization and product lines by building its image at the social level.
The direct marketing tactics give an idea of the price at which the product can be sold by the marketers. While, the public relations person aims upon gauging the reactions and perceptions of public for the purpose of marketing the product.
The tools of communication mix include advertising, personal selling, sales promotion, public relations and direct marketing. The retailers can use all this tools in an effective manner to promote their products and services.
Advertising can be used by the retailers to create awareness about the store or the product for the purpose of creating a good image in the minds of customers. It convinces them by creating a desire in them to purchase the product and assists the store’s repositioning in their minds. The retailers can also utilize personal selling as one of the effective ways to deliver their products and services. A personal representative