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