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.
Advertising
Pervasiveness
Amplified expressiveness
Impersonality
Advertising permits the seller to repeat a message many times.
PERVASIVENESS
PERVASIVENESSAllows buyer to recieve and compare messages
AMPLIFIED EXPRESSIVENESS
Advertising provides opportunity to dramatize the company
CONTROL
Advertizer can choose the aspects on which to focus communications
Sales Promotion
Communication
Incentive
Invitation
GETTING ATTENTION
INCENTIVE
INVITATION
Public Relations And publicity
High Credibility
Ability to reach hard to find buyers
Dramatization
High Credibility
New Stories and features are more authentic to readers than ads
Ability to reach hard to find buyers
Public relations can prospects who prefer to avoid mass media
Dramatization
Public relations can tell a storybehind a company, brand or product
Events And Experiences
Relevant
Engaging
Implicit
RELEVANTThe consumer often personally invested in the income
ENGAGINGReal time quality, events more actively engaging for the consumers
IMPLICIT
Events are typically an indirect “soft sell”
Direct and Interactive Marketing
Customized
Up-to-date
Interactive
Customized
Word-of-Mouth Marketing
Influential
Personal
Timely
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
Factors In Setting Communication Mix
Type of Product market
Buyer rediness stage
Product life cycle stage
Created by Hardik Wadhwa, IIT BHU,
during an internship by Prof. Sameer Mathur, IIM Lucknow