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

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Sameer Mathur
Sameer Mathur

This presentation addresses the question : what is the communications mix, and how should it be set?

Marketing
1 de 32
Designing and Managing INTEGRATED
What is and how should it be
Companies must allocate the budget over Eight major modes of Communications
1. Advertising
1. Pervasiveness 2. Amplified Expressiveness 3. Control
2. Sales Promotion
1. Ability to be ATTENTION getting 2. Incentive 3. Invitation
3. Public Relations & Publicity
Highly Credibility
4. Events & Experiences
5. Direct & Interactive Marketing
Customized
Interactive
6. Word- Of- Mouth Marketing
Influential
Timely
7. Personal Selling
Personal Interaction Cultivation Of relations Response
Factors
Consumer Markets Business Markets
SUMMARY
Created By Dishi Arora, IIT Guwahati, during an internship by Prof. Sameer Mathur, IIM Lucknow, www.IIMInternship.com

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