5. 1.Advertising
Print Media
Broadcast Media
Network Media
Electronic Media
Display Media
Newspapers
Magazines
Radio
Television
Telephone
Cable
Satellite
Wireless
Audio tape
Video Tape
Videodisk
CD-ROM
Web Page
Billboards
Signs
Posters
14. 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.
22. 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
33. Factors in Setting the
marketing Communications Mix
Type of
product
Market
Consumer
readiness
Stage in
product
life cycle
34. 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
35. Type of product market
Advertising
combined with
personal selling
can increase
sales over
personal selling
alone
38. 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.
39. 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