The communications mix – a few points to note
The above classification raises a few points which it may be useful to bear in mind:
Communication tools change over time and particularly as a result of technological developments.
Related to the above point is a blurring of distinction between ‘promotion’ and ‘place’ (method of distribution). This is particularly true as direct marketing and subsequently internet/interactive marketing have been included as separate communications tools. It is also relevant to the personal selling element.
It is also notable that, in addition to target markets of final consumers, communications (in addition to other marketing mix elements) must be developed for distributors (e.g. health professionals). This is often referred to as ‘push’ promotion as opposed to the ‘pull’ promotion to the final customer.