ABSTRACT
Communication in one form or another is likely to emerge as a critical success factor. Thus, the communications plan is an integral part of executing the marketing strategy. A significant 'marketing' development is the move towards integrating marketing communications. Decisions need to be made with regard to the most effective communications style, media, and tools, to deliver the communication objectives to the target audience. Each element of the promotional mix plays a distinctive role in a communications programme. Implicit communication occurs through the various elements of the marketing mix, and the marketing process involves combining the various elements of the marketing mix into a cohesive, effective, marketing programme. While implicit communication occurs through the various elements of the marketing mix, most of one's communications with the marketplace take place in a planned and controlled promotional programme. From a marketing communications perspective, the price must be consistent with the perceptions about the product, as well as the communications strategy.
