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There are four types of marketing communication, including advertising, public relations, and sales promotions. Being the most powerful device of marketing communication, advertising offers an extended reach to audience and high frequency of message delivery.
In the 1950s, for example, the main marketing strategy was 'product differentiation'. The STP model is useful when creating marketing communications plans since it helps marketers to prioritise propositions and then develop and deliver personalised and relevant messages to engage with different audiences.