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What is the communications mix, how should it be set

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Sameer Mathur
Sameer Mathur

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What is the Communications Mix, How Should it be set?
Marketing Mix Technology and other factors have profoundly changed the way consumers process communication.
• Pervasive: It can have an unwelcome influence on people. • Expressiveness: provides opportunities for dramatizing • Control: Specific aspects can be focussed
S • Attention-getting • Provides Incentive • Provides a distinct Invitation to Customers
3.Public Relations • More Credible than Ads • Ability to reach hard-to-find buyers • Can Dramatize the company
4.Events and Experiences • Engaging • Relevant • Implicit :They are “Soft Selling” ways
5.Direct and Interactive Marketing • Customized • Up-to-date:A custom message can be prepared in 5 minutes • Interactive:The message can be changed depending on customer response
• Influential • Personal • Timely :Occurs when people are most Interested
• Interactive • Cultivation: Permits all kinds of Relationships • Responsive
Companies must allocate the marketing communications budget over the Seven major modes of Communication.
Consumer Marketers tend to spend more on Sales Promotion and Advertising. Business Marketers spend more on Personal Selling.
Communication tools vary in cost-effectiveness at different Stages of Buyer Readiness
Cost Effectiveness of Communication Tools at Different-Buyer-Stages
CommunicationTools used in Different Stages • Introduction Stage:Advertising, Events and Experiences • Growth Stage:Word-of-mouth, Sales Promotion and Direct Marketing • Maturity Stage :Advertising, Events and Experiences and Personal Selling • Decline Stage: Sales Promotion
Disclaimer: These slides were created by PreethamV Raikar, IIT Madras during a Marketing internship by Prof. Sameer Mathur, IIM Lucknow (See www.IIMInternship.com )

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