This presentation shows what is marketing communications mix, and how it should be set

1. What is the communication mix and how it should
be set?
-Nikunj G Katkoria
-NIT Surat

2. Marketing
communications
mix
Advertising
Sales
Promotion
Events &
Experiences
Public
Relations &
Publicity
Direct &
Interactive
Marketing
Personal
Selling
Word-of-
mouth
Marketing

3. Print
Media
Broadcast
Media
Network
Media
Electronic
Media
Display
Media
1. Advertising
Newspaper
Magazines
Books
Pamphlets
Radio
Television
Telephone
Cable
Satellite
Wireless
Audiotape
Videotape
Videodisk
CD-ROM
Web Page
Billboards
Signs
Posters

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

5. Observations.....

6. Advertisements allows the seller to repeat its
message many times

7. Amplified
Expressiveness
Advertisements
provides
opportunities for
dramatizing the
company and its
brands and products

8. The advertiser can
choose the aspects of
the brand and
product on which to
focus
communications.

9. 2. Sales Promotion
Consumer
Promotion
Trade Promotion
Sales force
Promotion
Samples
Coupons
Premiums
Advertising allowances
Display allowances
Contests
Competitions

10. Sales Promotion offer 3 distinctiv
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

11. 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.

13. High Credibility
News stories and features > Advertisements

14. Ability to reach hard-to-find buyers
Public relations
can reach
prospects who
prefer to avoid
mass media and
targeted
promotions

16. 4. Events & Experiences
Includes
Entrainment
Cause
events
Less formal
activities
Sports
Arts

17. Relevant
Engaging
Implicit
A well chosen event can be
seen s highly relevant
because the consumer is
often personally invested
in the outcome
Given their live, real-time
quality, events and
experiences are more
actively engaging for
consumers
Events are typically an
indirect “soft sell”

18. 5. Direct and Interactive M
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.

19. 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

20. 6. Word-of-mouth Mark

21. 3
Characteristics
Influential
TimelyPersonal
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

22. 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

23. Personal
Interaction
Cultivation
Response
• It creates immediate and
interactive episode between
2 or more persons.
• Each one is able to observe
the other’s reactions
• It also allows all kinds of
relationships to spring up.
• The buyer is often given
personal choices and
encouraged to directly
respond
3 Notable Qualities

25. 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