An important element of marketing planning is selection of the appropriate marketing activity and the best channel or medium for the activity. This is part of a wider marketing strategy and depends on the objectives of the marketing exercise and the nature of the business.
The common marketing activities are advertising, public relations, promotional events, and others. Common advertising channels include print ads, online banner ads, click ads, article marketing, social network marketing, door to door marketing, notice board marketing, and more. Common public relations related channels are press releases, corporate community development programs, sponsorships, and more. Promotional events may include celebrity endorsements, product launch parties, and personal selling.
Selection of the most effective marketing activity and channels depends on identifying the most effective medium for the target audience, by experience, surveys, benchmarking, studying market trends, and using other resources. A good system of organizational communication helps to integrate such information into a comprehensive whole and develop an efficient marketing strategy.