What is communication mix, how should it be set

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