What is communication mix and how should it be set
Download as PPTX, PDF14 likes6,424 views
The document discusses the marketing communications mix, which consists of eight major communication models: advertising, sales promotion, public relations, events and experiences, direct marketing, interactive marketing, word-of-mouth marketing, and personal selling. When choosing a marketing communications mix, marketers must consider the advantages and costs of each tool as well as factors like the product, market, consumer readiness, and stage in the product lifecycle. The optimal mix depends on examining these distinctive qualities and determining what will most effectively introduce, build enthusiasm for, and remind consumers about the company and its products.
What is communication mix and how should it be set
- 1. What is the communications mix,and how should it be set? -A.Tejitha Reddy IIT Hyderabad
- 2. Marketing communications mix Advertising Sales Promotion Events & Experiences Public Relations & Publicity Direct & Interactive Marketing Personal Selling Word-of- mouth Marketing
- 4. 1.Advertising Advertising can build long term image for a product or trigger quick sales.
- 5. 1.Advertising Print Media Broadcast Media Network Media Electronic Media Display Media Newspapers Magazines Radio Television Telephone Cable Satellite Wireless Audio tape Video Tape Videodisk CD-ROM Web Page Billboards Signs Posters
- 9. 2.Sales promotion Consumer Promotion Trade Promotion Sales force Promotion Samples Coupons premiums Advertising Display Allowances Contests for sales representatives
- 10. 2.Sales promotion Companies use sales promotion tools to draw a stronger and quicker buyer response ,including short – run effects .
- 14. 3.Public relations and publicity A variety of programs directed internally to employees or externally to consumers, other firms, the government, and media to promote or protect company’s image or its individual product communications.
- 15. Distinctive qualities 3.Public relations and publicity
- 16. Distinctive qualities 3.Public relations and publicity Can reach prospects who prefer to avoid mass media and targeted promotions
- 17. Distinctive qualities 3.Public relations and publicity
- 18. 4.Events and experiences Events and experiences Sports Arts EntertainmentCause events Less formal activities
- 22. Direct Marketing Interactive Marketing Mail, telephone, fax, etc are used to directly communicate with customers Online activities and programs designed to engage customers, and raise awareness, improve image, etc. 5.Direct and interactive marketing
- 23. characteristics 5.Direct and interactive marketing
- 24. characteristics 5.Direct and interactive marketing
- 25. characteristics 5.Direct and interactive marketing
- 26. 6.Word of mouth marketing Word of mouth Electronic OralWritten
- 27. 6.Word of mouth marketing characteristics
- 28. 6.Word of mouth marketing characteristics
- 29. 6.Word of mouth marketing characteristics
- 33. Factors in Setting the marketing Communications Mix Type of product Market Consumer readiness Stage in product life cycle
- 34. Type of Product Market Advertising Personal Selling •Can provide an introduction to the company and its products • Easy to explain product’s new features •More commercial •Remind customers •Increase stock position •Build enthusiasm •Conduct missionary selling •Manage key accounts Type of product market
- 35. Type of product market Advertising combined with personal selling can increase sales over personal selling alone
- 36. Buyer – readiness stage
- 38. The marketing communications mix consists of eight major models of communication: advertising, sales promotion , public relations and publicity , events and experiences , direct marketing , interactive marketing , word - of - mouth marketing , and personal selling. In choosing the marketing communications mix ,marketers must examine the distinct advantages and costs of each communication tool and the company’s market rank. They must also consider the type of product market in which they are selling, how ready consumers are to make a purchase, and the product’s stage in company, brand , and product.
- 39. Disclaimer: Created by Tejitha Reddy Ajjuguttu, IIT Hyderabad, during an internship by Prof. Sameer Mathur, IIM Lucknow. www.IIMInternship.com Contents: Marketing Management ,A South Asian Perspective !6th Chapter