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What is the communication mix, and how should it be set?

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Sameer Mathur
Sameer Mathur

Kotler(Chap 16-2) What is the communication mix, and how should it be set?

Marketing
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What Is The Communication Mix, And How Should It Be Set? Kotler Chapter 16 Aayushi Aggarwal IIT Kanpur
Communication Mix Companies must allocate the budget over 7 Major modes of communication
Advertising Advertising reaches geographically dispersed buyers.
Dramatizing the brand attracts attention The advertiser can choose the aspects of the brand and product to focus. Compare the messages of various competitors Trigger quick sales
Sales promotion They incorporate some concession, inducement, or contribution that gives value to the customer to draw a stronger and quicker buyer response COUPONS
Public Relations and Publicity Variety of programs directed to promote or protect a company's image. Highly credible than ads Impress by telling the story behind your company Charitable Donations Seminars
Events and Experiences Given their live, real-time quality, events and experiences are more actively engaging for consumers Indirect “Soft Sell”
Direct and Interactive marketing To directly communicate with or solicit response or dialogue from specific customers and prospects quickly.
Word Of Mouth Marketing People trust others they know and respect.
Personal Selling Buyer is given personal choices and encouraged to respond directly leading to quicker sales
Factors in Setting MarCom Mix Type of 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.
Factors in Setting MarCom Mix 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
Factors in Setting MarCom Mix 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
What is the communication mix, and how should it be set?

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What is the communication mix, and how should it be set?

  • 1. What Is The Communication Mix, And How Should It Be Set? Kotler Chapter 16 Aayushi Aggarwal IIT Kanpur
  • 2. Communication Mix Companies must allocate the budget over 7 Major modes of communication
  • 4. Dramatizing the brand attracts attention The advertiser can choose the aspects of the brand and product to focus. Compare the messages of various competitors Trigger quick sales
  • 5. Sales promotion They incorporate some concession, inducement, or contribution that gives value to the customer to draw a stronger and quicker buyer response COUPONS
  • 6. Public Relations and Publicity Variety of programs directed to promote or protect a company's image. Highly credible than ads Impress by telling the story behind your company Charitable Donations Seminars
  • 7. Events and Experiences Given their live, real-time quality, events and experiences are more actively engaging for consumers Indirect “Soft Sell”
  • 8. Direct and Interactive marketing To directly communicate with or solicit response or dialogue from specific customers and prospects quickly.
  • 9. Word Of Mouth Marketing People trust others they know and respect.
  • 10. Personal Selling Buyer is given personal choices and encouraged to respond directly leading to quicker sales
  • 11. Factors in Setting MarCom Mix Type of 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.
  • 12. Factors in Setting MarCom Mix 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
  • 13. Factors in Setting MarCom Mix 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