MC

What to say?
How and when to say?
To whom and how often.

Objectives
- To inform
- To persuade
- To remind about products and brands they sell.
Marketing Communication Mix

• Micro
• 5M’s
Effective Communications
1.Identify target audience Potential buyers, deciders ,influencers
2.Determine objectives Awareness,influence,brand attitude
3.Design communications -Message strategy ( what to say)
-Creative strategy ( how to say )
- Message source (who would say)
4.Select channels - Personal CC ( wom,ewom,social
engagement..etc)
- Non Personal CC(Media,SP,E & E,PR)
- IMC
5.Establish budget - Affordable
- % of sales
- Competitive parity
6.Decide on Comm.mix
7.Measure results
8.Manage IMC
Factors in setting MC mix
- Type of product market(B2B or B2C or )
- Buyer readiness stage
- Product life cycle stage

• Marketing mix
• It consists of different modes of communication
Advertising – Advertising includes all non personal paid communications transmitted through mass media. It
is controlled communication about a product. Through symbols and language, it tells what a product or
service can do for the consumer.
Publicity – Publicity provides free communications for a company through news stories in newsletters,
newspapers, magazines, radio and television. It can be attained by sending a media release to radio,
television, newspaper and magazine offices
Sales promotion – Sales promotion includes all forms of communication not found in advertising, publicity
and personal selling. It includes direct mail, coupons, volume discounts, sampling, rebates, demonstrations,
exhibits, sweepstakes, trade allowances, samples and point-of-purchase displays.

* Credits to Don Hofstrand

 Objective Audience Message Cost
Advertising Persuade and Mass audience Uniform Low/audience
Inform (Direct ways)
Publicity Sources from Mass audience ---- No
independent (Indirect ways)
entity
Sales promotion Stimulate sales Mass Intended ------
Personal Selling Deal with one Small (one or Intended High/customer
customer at a few )
time