What is communication mix, how should it be set
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The document outlines the key components of a marketing communications mix, including advertising, personal selling, sales promotion, public relations, direct marketing, events and experiences, and word-of-mouth marketing. Each component is described in 1-3 sentences highlighting their main characteristics. For example, advertising allows messages to be repeated many times (pervasiveness), provides opportunities to dramatize a company, and allows the advertiser to control the focus of communications. The document also notes that the type of product, buyer readiness stage, and product life cycle stage should be considered when setting the appropriate communications mix.
What is communication mix, how should it be set
- 1. MARKETING COMMUNICATION MIX The Marketing Communications Mix is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing a company uses to pursue its advertising and marketing objectives.
- 3. Advertising permits the seller to repeat a message many times. PERVASIVENESS
- 4. PERVASIVENESS Allows buyer to recieve and compare messages
- 5. AMPLIFIED EXPRESSIVENESS Advertising provides opportunity to dramatize the company
- 6. CONTROL Advertizer can choose the aspects on which to focus communications
- 9. INCENTIVE
- 10. INVITATION
- 11. Public Relations And publicity High Credibility Ability to reach hard to find buyers Dramatization
- 12. High Credibility New Stories and features are more authentic to readers than ads
- 13. Ability to reach hard to find buyers Public relations can prospects who prefer to avoid mass media
- 14. Dramatization Public relations can tell a storybehind a company, brand or product
- 16. RELEVANT The consumer often personally invested in the income
- 17. ENGAGING Real time quality, events more actively engaging for the consumers
- 18. IMPLICIT Events are typically an indirect “soft sell”
- 19. Direct and Interactive Marketing Customized Up-to-date Interactive
- 20. Customized
- 22. Personal Selling Personal interaction - personal selling creates an immediate and interactive episode between two or more persons. Cultivation - selling to a deep personal friendship Response – buyer is often given personal choices and encoraged to directly respond
- 23. Factors In Setting Communication Mix Type of Product market Buyer rediness stage Product life cycle stage
- 24. Created by Hardik Wadhwa, IIT BHU, during an internship by Prof. Sameer Mathur, IIM Lucknow