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WHAT IS THE
COMMUNICATION
MIX?
HOW
SHOULD IT
BE SET?
AND.....
Pervasiveness
Amplified Experience
Control
• Ability to be
attention-getting
• Incentive
• Invitation
Ability to reach
hard-to-find
buyers
Dramatization
Events And Experiences
Engaging
Implicit
Interactive
Timely
Personal
Selling
Factors in Setting the
Marketing Communication
Mix
• Type of Product Market
• Buyer-Readiness Stage
• Product Life-Cycle Stage
Consumer
Markets
Business Markets
Buyer Readiness
Stage
Time
Ch16 what is the communication mix

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Ch16 what is the communication mix