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  • Factors in Setting The Marketing Communication Mix: (Group 10)

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    The marketing communication mix refers to the specific combination of advertising, personal selling, sales promotion, public relations, direct marketing, and experiential marketing used to reach customers. The optimal mix depends on factors like the type of product, whether it is business-to-business or consumer, the stage of the buyer's decision process, and the stage of the product lifecycle. For example, consumer products rely more on advertising and sales promotion while business products use more personal selling. New products require greater awareness building through advertising and events.

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    The marketing communication mix refers to the specific combination of advertising, personal selling, sales promotion, public relations, direct marketing, and experiential marketing used to reach customers. The optimal mix depends on factors like the type of product, whether it is business-to-business or consumer, the stage of the buyer's decision process, and the stage of the product lifecycle. For example, consumer products rely more on advertising and sales promotion while business products use more personal selling. New products require greater awareness building through advertising and events.

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    17 views11 pages

    Factors in Setting The Marketing Communication Mix: (Group 10)

    Uploaded by

    Sawma Pautu
    The marketing communication mix refers to the specific combination of advertising, personal selling, sales promotion, public relations, direct marketing, and experiential marketing used to reach customers. The optimal mix depends on factors like the type of product, whether it is business-to-business or consumer, the stage of the buyer's decision process, and the stage of the product lifecycle. For example, consumer products rely more on advertising and sales promotion while business products use more personal selling. New products require greater awareness building through advertising and events.

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    of 11

    Factors in setting the Marketing communication mix

    (Group 10)

    Marketing communication mix


    The specific mix of advertising, personal selling, sales promotion, events and experience public relations and direct selling is called marketing communication mix.

    Characteristics of Marketing communication mix


    Advertising.
    Eg: Print, Broadcast, Outdoor

    Sales promotion.
    Eg: Premium, Discounts

    Public relations and publicity.

    Experiences.
    Eg: Nestomalt

    Personal selling.
    Eg: Sales presentation, Trade shows

    Direct marketing.
    Eg: Catalogues, telemarketing, Internet

    1. Type of product market


    Communications mix allocations vary between consumer and business markets. Consumer marketers tend to spend comparatively more on sales promotion and advertising; business marketers tend to spend comparatively more on personal selling.

    2. Buyer readiness stage


    Communication mix tools vary cost effectiveness at different stages of buyers readiness. There are 5 stages in the buyers readiness. Awareness Comprehension Conviction Order Reorder

    Cost effectiveness

    Advertising & Publicity Sales promotion Personal selling

    Stages of Buyers Readiness

    3. Product life-cycle stage


    Communication mix tools also vary in cost effectiveness at different stages of the product life cycle. There are 4 stages in the product life cycle. Introduction stage Growth stage Maturity stage Decline stage

    Introduction : Heavy use of advertising, publicity for awareness, events and experience for trial Growth : Public relations and personal selling for distribution Maturity : Advertising decreases, events and experience and personal selling grow more important, Decline : Advertising and public relations decrease, sales promotion continues strong

    References
    Philip kotlar, Marketing management (11th edition) Pge:578 Gilbert A. Churchill. Jr, J.paul peter. Marketing (2nd edition) Pge:449 Philip kotlar, Kevin lane keller. Marketing management (12th edition) Product life cycle. Pge:300 http://www.davedolak.com/promix.htm http://www.citeman.com/3093-factors-in-setting-the-marketingcommunications-mix.html http://www.pearsonhighered.com/kotler/ http://www.ehow.com/how_8457194_developing-effectivemarketing-communication-mix.html http://www.icmrindia.org/courseware/Marketing%20Management /Communication-Marketing.htm

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