Communication instruments represent the result of a mental bundling of communication measures (like e.g. Circuit of an announcement, the distribution of coupons, advertising letters, sales talks, homepage and coworker discussions) after your similarity. E.G. PR, sales promotion, Mediawerbung, internal communication"…)

Categorization of communication instruments:

• Enterprise communication

e.g. Corporate advertisement, Corporate Sponsoring,"… --> coinage of the institutional appearance

• Marketing communication

e.g. Mediawerbung, sales promotion, Sponsoring,"… --> sales of products and services

• Dialogue communication

e.g. Direct marketing, personal communication, Events, fairs,"… --> structure and intensification of customer contacts

• Coworker communication

e.g. Coworker vent, coworker magazine, Intranet,"… --> motivation and Committment of the coworkers

Planning process for the employment of individual communication instruments:

• Analysis of the communication situation
• Definition of the communication goals
• Identification of the target groups
• Definition of the communication strategy
• Integration of the communication strategy into a strategic concept of integrated communication
• Definition and distribution of individual measures of communication
• Control of the communication effects

Hierarchy for the use of communication instruments:

• Guidance instruments
• Integration, following and crystallization instruments (departments)
• Means of communication (Concepts)

Related links

• Communication marketing portal

Articles in category "Communication instrument"

We found here 2 articles.

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