Print media uses billboards and other printed materials to communicate a message.
Marketing is defined by Merriam Webster as "the process or technique of promoting, selling and distributing a product or service." Since communication at its core is the exchange of information, marketing and communication are very closely intertwined. For this reason, the two terms are often combined into the term "marketing communications." Companies use many marketing communications techniques to promote their products and services.
Print is one type of marketing communication technique. Print marketing includes a variety of channels, such as magazine and newspaper marketing; billboards and signs; and direct mail, which is when you send printed marketing materials such as postcards, letters and brochures directly to a group of people via postal mail. Of all these print marketing techniques, direct mail provides the most measurable results because you can directly track how many responses you get to each direct mail campaign you send--this is called the "response rate."
Television and Radio
Two other marketing communications channels companies use to market their products and services are television and radio. Businesses communicate information about their product and service offerings through television and radio advertisements. These companies work with television and radio networks to determine which television and radio channels are best suited to their target market. A company's target market is based on customer traits such as sex, age and income level the company has identified through market research. Businesses are also using television as a way to get better exposure to their products through a technique called "product placement." This is when advertisers pay a network or television sfeature their products in the show, which helps raise awareness about the products among consumers.
Online
There are a variety of marketing communication techniques companies use with the Internet. According to eMarketer, there were almost 200 million Internet users in the United States in 2009, which was 65 percent of the total population. This represents an opportunity for marketers to communicate key features and benefits about their products and services to a huge online audience. Some techniques companies use to market their products and services online include search engine marketing, or "SEO," and search engine optimization, or "SEM." SEO is when companies strategically use targeted words within their website to attract higher rankings in the search engines, and SEM is when companies purchase ads that show up when consumers use search engines. Other techniques companies use online are video marketing, in which companies create videos to display information about their products and services, and social media marketing, in which companies communicate information about their products and services via social media websites.
Mobile
Mobile marketing involves communicating with a customer through her mobile phone. Companies use several mobile marketing communication techniques, include targeted SMS ads, which are text messages sent to customers to communicate important information. Companies also create mobile websites that consumers can access via their mobile phones, and develop mobile applications that consumers can download.
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