What is the communication mix and how it should be set?

-Nikunj G Katkoria

-NIT Surat

Marketing communications mix

Advertising

Sales Promotion

Events & Experiences

Public Relations & Publicity

Direct & Interactive Marketing

Personal Selling

Word-of-mouth Marketing

Print Media

Broadcast Media

Network Media

Electronic Media

Display Media

1. Advertising

NewspaperMagazinesBooksPamphlets

RadioTelevision

TelephoneCableSatelliteWireless

AudiotapeVideotapeVideodiskCD-ROMWeb Page

BillboardsSignsPosters

Can build up a long-term image for a product(Coco-Cola) or trigger quick sales(a Big Bazaar for a weekend sale)

Observations.....

Advertisements allows the seller to repeat its message many times

Amplified

Expressiveness

Advertisements

provides opportunit

ies for dramatizin

g the company and its brands

and products

The advertiser

can choose

the aspects of the brand

and product on which to focus

communications.

2. Sales Promotion

Consumer Promotion

Trade Promotion

Sales force Promotion

SamplesCouponsPremiums

Advertising allowancesDisplay allowances

ContestsCompetitions

Sales Promotion offer 3 distinctive benefits:

Ability to be attention-getting-

Incentive-

Invitation-

They draw attention and may lead the consumer to the product.

They incorporate some concession, inducement, or contribution that gives value to the consumer

They include a distinct invitation to engage in the transaction now

3. Public relations & 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.

Based on

High Credibility

News stories and features > Advertisements

Ability to reach hard-to-find buyers

Public relations can reach

prospects who prefer to avoid

mass media and targeted promotions

Dramatization

4. Events & Experiences

Includes

Entrainment

Cause events

Less formal activities

Sports

Arts

Relevant

Engaging

Implicit

Have following characteristics...A well chosen event can be seen s highly

relevant because the consumer is often personally invested in the

outcomeGiven their live, real-time quality,

events and experiences are more actively engaging for consumers

Events are typically an indirect “soft

sell”

5. Direct and Interactive MarketingDirect

MarketingInteractive 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.

Customized•The message can be prepared to appeal to the addressed individual.

Up-to-date•A message can be prepared very quickly

Interactive•The message can be changed depending on the person's response

3 CHARACTERISTICS

Electronic Communication

Oral Communication

Written Communication

6. Word-of-mouth Marketing

3 Characteri

stics

Influential

Timely

Personal

Because people trust others they

know

Reflects personal facts, opinions, and

experiences

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 Selling

Face-to-face interaction with one or more prospective purchases for the purpose of:

1. Making Presentations

2. Answering Questions

3. Procuring Orders

It creates immediate and interactive episode between 2 or more persons.Each one is able to observe the other’s reactions

Cultivation

It also allows all kinds of relationships to spring up.

Response

The buyer is often given personal choices and encouraged to directly respond

3 Notable Qualities

Types 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