Systems of Marketing Communication |

1. Introduction
Marketing communication is a research area in marketing which is focused on investigating promotional activities in order to construct positive relationships between consumers and firms. In other words, “Marketing communications are the means by which firms attempts to inform, persuade and remind customers –directly or indirectly- about the products and brands that they sell” (Kotler and Ketler).
As a way to develop these marketing communications we find six different promotion tools, also known as communication mix, which can be both personal and non-personal. 1.1. Personal Communication Channels
In personal communication channels message is given directly between two or more persons. It can be developed face to face, by telephone, through text messages in mobile phones, by email or even by personal correspondence. This kind of communication is very effective because they give opportunity to create personal contact and feedback with customers.
In this type of communication the firm can control some communication channels directly, when communication comes from the firm, as in the case of sales staff. But sometimes it is not possible to take control of other channels that are not coming from the inside of the firm, what is called word-of-mouth influence, where people outside the organization talk about a product to target buyers. This would be the case of some relatives, friends or neighbors giving their opinion about a specific product or even recommending it to close people.

1.2. Non Personal Communication Channels

These are the media that transmit messages without any personal contact or feedback. They include massive and selective media, atmospheres and events. As massive and selective media it is possible to find some channels as printed media (direct post, newspapers and