Table A1.

Marketing communication strategy definitions and examples.

Strategy	Definition	Example
Advertising	Paid and non-personal presentation and promotion of ideas, goods, or services by an identified organization	Ads in print media, radio, billboards, television, online social media, mobile, etc.
Public relations	Two-way strategic communication to promote, maintain and protect the goodwill and image of the company and its product or service in the market and present them in a positive light	Publicity such as press releases and news, sponsorship, creating positive Word-of-Mouth (WOM), etc.
Sales promotion	Short-term incentives to encourage customers to buy a product/service	Coupons, discount, premiums, samples, price packs, etc.
Personal selling	Face to face interactive presentation by the sales force to engage the customers, sell the product/service and build good customer relationships	Sales recommend products to customers in stores
Direct marketing	Directly engage with targeted individuals or groups by sending an offer, announcement, reminder, or other items to obtain an immediate response and build long-lasting customer relationships. It includes the concepts of direct-mail marketing and direct and digital marketing	Organizations directly communicate with end users through post E-mails, telephone, fax, text messages, catalogue, brochure, and promotional letter. In internet or social media: can be a link to shop/company website (but not related to sales promotion or public relations activities)