The company's actions aimed at the future, the strategy of using a complex of communication tools and the organization for interaction with all subjects from the marketing system are components of the communication policy. The marketing system, in turn, is engaged in ensuring effective and stable activities that generate demand and product promotion on the market.
What is a communication policy?
A communication policy is understood as a strategy, rules and a comprehensive action plan that serve to create effective interaction between partners, for public relations, sales promotion, for organizing mass advertising and selling goods.
The set of rules for the communicative behavior of a firm and the interaction of brands, goods and organizations with the market, which determines the number of marketing tools used to achieve goals, are communicative policies. The main tasks of the communication policy include the methods, methods and rules of communication and the absence of unreliable sources that are not suitable in terms of goals and objectives.
Features of the communication policy
At the enterprise, one of the most important marketing complexes is the communication policy. Its structure consists of several elements. Components such as sales promotion, public relations, advertising and personal selling are distinguished. Advertising affects the consumer. This is done purposefully and is used to promote any product on the market.
The consumer learns about the offers of the company, about the quality and specifics of goods and services, thanks to advertising. Television, radio, ads are forms of its implementation. In communication policy, a phased development of an advertising program is important. First, you need to set goals and define specific goals. After that, the budget is calculated, the schedule of the advertising appeal is set, the choice of the information carrier is made, and so on.
When the organization is fully completed, everything is done, the advertisement is released. At the final stage, it is necessary to conduct a study of effectiveness and take stock. Sales promotion is an important element of communication policy. It is based on a set of measures to provide discounts, loans, coupons, products, etc. Sales promotion is a broad area for creative thinking.
Public relations plays an important role in communication policy. When a consumer has a negative attitude towards a company, then you should not expect anything good. To interact with the public, you need to conduct propaganda, establish contacts, report on new products, specifics, achievements, etc. You should not ignore other organizations and government agencies with which you also need to establish contact.
Personal selling is the one-to-one contact between the buyer and the sales agent. Personal selling is an effective means of influencing the consumer. When individual contact is made, the seller will understand the buyer's needs.
