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