Marketing communications includes advertising, promotions, sales, branding and online promotion. The process allows the public businesses use to know or understand a brand. Successful branding involves targeting audiences who appreciate the organization’s marketing program.
Advertising is a small but important part of marketing communications; the marketing communications mix is a set of tools that can be used to deliver a clear and consistent message to target audiences. It is also commonly called the promotional mix. Crosier (1990) states that all terms have the same meaning in the context of the 4ps: Product, price, place and promotion.Price can send a message to the target audience. For example, comparing a $50 bag to a $10 bag, the former may be viewed as a luxury or more durable item.