[MUSIC] Hi, welcome back to the communication strategy, where we've been discussing basically the communication process. And I would like now to introduce you to the communication tools. What we are going to see now is basically a checklist or a list of possible communication tools. It's not comprehensive and it's not all of them. But basically what I am summarizing here are the ones that are usually part of the communication campaign of the marketing plans that I see. First one would be advertising, probably the most well-known communication tool. And advertising, to have a clear definition, is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. So it's basically buying media space to present your brand, okay? Then we might discuss the media, but basically the idea of advertising is presenting your brand in media, in mass media many times. What will be the second communication tool? Something that is called usually PR, Public Relations and Publicity. And what is that? Well basically that is non-paid communications and information about a company or a brand that is actually presented in the media. What is the difference with advertising that PR is non-paid, meaning that you send information to a media, to a newspaper, for example, in order to have your brand mentioned in the media, okay, but you end up paying for that. What is another communication tool? Events and experiences and this can be defined as a variety of programs designed to promote and protects the company's image. And that actually are usually part of the communication campaign, okay? So events and experience would be the next one. The next communication tool that we can use is the very typical one, which is face to face, which is the sales force. Okay, the sales force is face to face interaction with one customer, a prospective customer, with the objective of making a presentation, answering questions, or procuring orders or selling. Of course, sales force is probably the most expensive communication tool because it's one to one. But it's very effective, especially when you're selling something that's complex, okay? Next is direct marketing and interactive marketing, okay? So many times we try to communicate directly to a certain unidentified consumer and this is called direct marketing. Typically, an email marketing campaign will be direct marketing, where we are sending an information, a promotion, or whatever to one specific customer. And one very typical and pretty much all the marketing plans that we see in the last few years come with this, is social media marketing. Well basically we try basically to create connections with the customer, okay? And it's an interdisciplinary and cross-functional concept that uses social media to achieve relationships, interactions, and engagements with the brand. Okay, so social media's going to help me create communities, create engagement, create interactions, create customer billed content. Okay, so a very strong and attractive communication tool. And the last one that we're going to mention is a classic, which is sales promotion. And a sales promotions is basically a variety of short time incentives to encourage sales or purchase of a product or service, okay? So that would be the least of communication tools that we're going to use in our marketing plans. One of the things that you'll have to give assessment is basically, you have to define what is going to be the communication tools that you're going to use in marketing plan. This list I will have here will help you and will be your guideline for developing that. One final thought, again, that is also consistent with the other comments that I've done for the rest of the elements of the marketing mix is that if there's one thing that should be clear, is that the communication strategy should be well aligned with a target segment definition and the positioning that we want for the brand. And with this, we finish the communication strategy definition because this is the last part of the marketing mix. Next will be the assessment, where you will basically put in practice the learnings from this module. Thank you. [MUSIC]
