Companies and organisations use commercial communications to make themselves known, and to sell goods, services and ideas. Commercial communications is a significant part of corporate business and social economy.
Marketing refers to commercial communications, such as advertising, information given on the packaging of goods, in instructions for use (recipes, care instructions), or otherwise in connection with sales, as well as various sales promotion methods, including discounts, additional benefits and promotional games. Other methods used include event and content marketing. Marketing promotes not only the sales of certain consumer goods or services, but also to the image or brand of a business in general.
Marketing is aimed at increasing sales
Advertising is a marketing method and one form of media contents. The purpose of advertising is to increase sales. Advertisements and the media are linked to each other, because advertisements are distributed through media and media are maintained through advertising revenue.
Commercial communications is aimed at increasing sales by
- giving information about a company and its products and services
- improving the corporate and brand images
- creating a brand
- engaging consumers and enhancing customer loyalty
- collecting information about customers and their consumption behaviour for use by the advertiser and sometimes also for resale purposes.