The marketing communication mix refers to the specific combination of advertising, personal selling, sales promotion, public relations, direct marketing, and experiential marketing used to promote a product or service. The optimal mix depends on factors like the type of product, buyer readiness stage, and product lifecycle stage. For example, business markets rely more on personal selling while consumer markets use more advertising and sales promotion. New products use advertising and events to create awareness while mature products employ personal selling and promotions.

1. Factors in setting the Marketing
communication mix
(Group 10)

2. 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.

3. Characteristics of Marketing
communication mix
• Advertising.
Eg: Print, Broadcast, Outdoor
• Sales promotion.
Eg: Premium, Discounts
• Public relations and publicity.

4. • Experiences.
Eg: Nestomalt
• Personal selling.
Eg: Sales presentation, Trade shows
• Direct marketing.
Eg: Catalogues, telemarketing, Internet

5. 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.

6. 2. Buyer readiness stage
Communication mix tools vary cost
effectiveness at different stages of buyer’s
readiness. There are 5 stages in the buyer’s
readiness.
• Awareness
• Comprehension
• Conviction
• Order
• Reorder

7. Cost effectiveness
Advertising &
Publicity
Sales promotion
Personal selling
Stages of Buyers Readiness

8. 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

9. 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

10. 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-marketing-
communications-mix.html
• http://www.pearsonhighered.com/kotler/
• http://www.ehow.com/how_8457194_developing-effective-
marketing-communication-mix.html
• http://www.icmrindia.org/courseware/Marketing%20Management
/Communication-Marketing.htm