What is communication mix and how should it be set

What is the communications

mix,and how should it be set?

-A.Tejitha ReddyIIT Hyderabad

Marketing communications mix

Advertising

Sales Promoti

on

Events & Experien

ces

Public Relations &

Publicity

Direct & Interactive Marketing

Personal Selling

Word-of-mouth

Marketing

Common Communication platforms

1.Advertising

Advertising can build long term

image for a product or

trigger quick sales.

1.Advertising

Print Media

Broadcast Media

Network Media

Electronic Media

Display Media

NewspapersMagazines

RadioTelevision

TelephoneCable

SatelliteWireless

Audio tapeVideo TapeVideodiskCD-ROM

Web Page

BillboardsSigns

Posters

1.Advertisingobservations

Pervasiveness

Permits the

seller to

repeat a

message

many times

1.Advertisingobservations

Amplified

Expressiveness

provides

opportunities

for

dramatizing

the company

and its brands

and products

1.Advertisingobservations

Control

Can choose the

aspects of the

brand and

product on

which to focus

communication

2.Sales promotion

Consumer Promotion

Trade Promotion

Sales force Promotion

SamplesCoupons

premiums

AdvertisingDisplay Allowances

Contests for sales representatives

2.Sales promotion

Companies use sales promotion tools to draw a stronger and quicker buyer

response ,including short – run effects .

Benefits

2.Sales promotion

Ability to be

attention getting

Draw attention

and may lead

consumer to

the product

Benefits

2.Sales promotion

Incentive

Incorporate

concession ,

inducement ,

that gives value

to the

customer.

Benefits

2.Sales promotion

Invitation

Include a

distinct

invitation to

engage in the

transactions

now.

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.

Distinctive qualities

3.Public relations and publicity

High Credibility

New stories

and features

are more

authentic and

credible to

readers than

ads

Distinctive qualities

3.Public relations and publicity

Ability to reach hard-to-find buyers

Can reach prospects who prefer to avoid

mass media and targeted promotions

Distinctive qualities

3.Public relations and publicity

Dramatization

Can tell story

behind a

company,

brand or

product

4.Events and experiences

Events and experiences

Sports

Arts

Entertainment

Cause events

Less formal activities

characteristics

4.Events and experiences

Relevant

Consumer is

often

personally

invested in the

outcome

characteristics

4.Events and experiences

Engaging

Give their live,

real-time

quality ,events

and

experiences

are more

actively

engaging

characteristics

4.Events and experiences

Implicit

Events are

typically an

indirect “soft

shell”

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

characteristics

Customized

The message can

be prepared to

appeal to the

addressed

individual.

5.Direct and interactive marketing

characteristics

Up – to – Date

A message can be

prepared very

quickly

5.Direct and interactive marketing

characteristics

Interactive

The message can

be changed

depending on the

persons’ response

5.Direct and interactive marketing

6.Word of mouth marketing

Word of mouth

Electronic

OralWritten

6.Word of mouth marketing

characteristics

Influential

Because people

trust others they

know and respect

6.Word of mouth marketing

characteristics

Personal

Reflects personal

facts , opinions

and experiences.

6.Word of mouth marketing

characteristics

Timely

Word of mouth occurs

when people want it

to and are most

interested, and it

often follows

noteworthy or

meaningful events or

experiences

7.Personal setting

Qualities

Personal

Interaction

It creates immediate

and interactive

episode between 2

or more persons.

Each one is able to

observe the other’s

reactions

7.Personal setting

Qualities

Cultivation

It permits all kinds of

relationships to

spring up.

7.Personal setting

Qualities

Response

The buyer is often

given personal

choices and

encourages to

directly respond.

Factors in Setting the marketing Communications Mix

Type of product Market

Consumer readiness

Stage in product life cycle

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

Type of product market

Advertising combined with personal selling

can increase sales over

personal selling alone

Buyer – readiness stage

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.

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