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:
e.g. Corporate advertisement, Corporate Sponsoring," --> coinage of the institutional appearance
e.g. Mediawerbung, sales promotion, Sponsoring," --> sales of products and services
e.g. Direct marketing, personal communication, Events, fairs," --> structure and intensification of customer contacts
e.g. Coworker vent, coworker magazine, Intranet," --> motivation and Committment of the coworkers
Planning process for the employment of individual communication instruments:
Hierarchy for the use of communication instruments:
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