factors in setting the marketing communication mix
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Factors in setting the Marketing communication mix
(Group 10)
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Marketing communication mix
The specific mix of advertising, personal
selling, sales promotion, events and experience public relations and direct selling is called marketing communication mix.
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Characteristics of Marketingcommunication mix
• Advertising. Eg: Print, Broadcast, Outdoor
• Sales promotion. Eg: Premium, Discounts
• Public relations and publicity.
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• Experiences. Eg: Nestomalt
• Personal selling. Eg: Sales presentation, Trade shows
• Direct marketing. Eg: Catalogues, telemarketing, Internet
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1. Type of product market
Communications mix allocations vary between consumer and business markets. Consumer marketers tend to spend comparatively more on sales promotion and advertising; business marketers tend to spend comparatively more on personal selling.
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2. Buyer readiness stage
Communication mix tools vary cost effectiveness at different stages of buyer’s readiness. There are 5 stages in the buyer’s readiness.
• Awareness• Comprehension• Conviction• Order• Reorder
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Awareness Comprehension Conviction Order Reorder
Advertising & Pub-licity
Sales promotion
Personal selling
Stages of Buyers Readiness
Cost
effe
ctive
ness
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3. Product life-cycle stage Communication mix tools also vary in cost
effectiveness at different stages of the product life cycle. There are 4 stages in the product life cycle.
• Introduction stage• Growth stage• Maturity stage • Decline stage
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Introduction : Heavy use of advertising, publicity for awareness, events and experience for trial
Growth : Public relations and personal selling for distribution
Maturity : Advertising decreases, events and experience and personal selling grow more important,
Decline : Advertising and public relations decrease, sales promotion continues strong
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References • Philip kotlar, Marketing management (11th edition) Pge:578• Gilbert A. Churchill. Jr, J.paul peter. Marketing (2nd edition) Pge:449• Philip kotlar, Kevin lane keller. Marketing management (12th
edition) Product life cycle. Pge:300
• http://www.davedolak.com/promix.htm• http://www.citeman.com/3093-factors-in-setting-the-marketing-co
mmunications-mix.html• http://www.pearsonhighered.com/kotler/• http://www.ehow.com/how_8457194_developing-effective-market
ing-communication-mix.html• http://www.icmrindia.org/courseware/Marketing%20Management
/Communication-Marketing.htm
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