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Ch16 what is the communication mix
1.
WHAT IS THE COMMUNICATION MIX? HOW SHOULD
IT BE SET? AND.....
2.
3.
4.
Pervasiveness Amplified Experience Control
5.
6.
• Ability to
be attention-getting • Incentive • Invitation
7.
8.
9.
Ability to reach hard-to-find buyers
10.
Dramatization
11.
Events And Experiences
12.
13.
Engaging
14.
Implicit
15.
16.
17.
18.
Interactive
19.
20.
21.
22.
Timely
23.
Personal Selling
24.
25.
Factors in Setting
the Marketing Communication Mix • Type of Product Market • Buyer-Readiness Stage • Product Life-Cycle Stage
26.
27.
Consumer Markets
28.
Business Markets
29.
Buyer Readiness Stage
30.
31.
32.
Time
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