16-4 (what is communications mix, and how it should be set)
TRANSCRIPT
What is the communication mix and how it should be set?
-Nikunj G Katkoria
-NIT Surat
Marketing communications mix
Advertising
Sales Promotion
Events & Experiences
Public Relations & Publicity
Direct & Interactive Marketing
Personal Selling
Word-of-mouth Marketing
Print Media
Broadcast Media
Network Media
Electronic Media
Display Media
1. Advertising
NewspaperMagazinesBooksPamphlets
RadioTelevision
TelephoneCableSatelliteWireless
AudiotapeVideotapeVideodiskCD-ROMWeb Page
BillboardsSignsPosters
Can build up a long-term image for a product(Coco-Cola) or trigger quick sales(a Big Bazaar for a weekend sale)
Observations.....
Advertisements allows the seller to repeat its message many times
Amplified
Expressiveness
Advertisements
provides opportunit
ies for dramatizin
g the company and its brands
and products
The advertiser
can choose
the aspects of the brand
and product on which to focus
communications.
2. Sales Promotion
Consumer Promotion
Trade Promotion
Sales force Promotion
SamplesCouponsPremiums
Advertising allowancesDisplay allowances
ContestsCompetitions
Sales Promotion offer 3 distinctive benefits:
Ability to be attention-getting-
Incentive-
Invitation-
They draw attention and may lead the consumer to the product.
They incorporate some concession, inducement, or contribution that gives value to the consumer
They include a distinct invitation to engage in the transaction now
3. Public relations & Publicity
A variety of programs directed internally to
employees or externally to consumers, other firms, the government, and media to
promote or protect company’s image or its
individual product communications.
Based on
High Credibility
News stories and features > Advertisements
Ability to reach hard-to-find buyers
Public relations can reach
prospects who prefer to avoid
mass media and targeted promotions
Dramatization
4. Events & Experiences
Includes
Entrainment
Cause events
Less formal activities
Sports
Arts
Relevant
Engaging
Implicit
Have following characteristics...A well chosen event can be seen s highly
relevant because the consumer is often personally invested in the
outcomeGiven their live, real-time quality,
events and experiences are more actively engaging for consumers
Events are typically an indirect “soft
sell”
5. Direct and Interactive MarketingDirect
MarketingInteractive Marketing
Mail, telephone, fax, etc are used to
directly communicate with
customers
Online activities and programs
designed to engage customers, and
raise awareness, improve image, etc.
Customized•The message can be prepared to appeal to the addressed individual.
Up-to-date•A message can be prepared very quickly
Interactive•The message can be changed depending on the person's response
3 CHARACTERISTICS
Electronic Communication
Oral Communication
Written Communication
6. Word-of-mouth Marketing
3 Characteri
stics
Influential
Timely
Personal
Because people trust others they
know
Reflects personal facts, opinions, and
experiences
Word of mouth occurs when people
want it to and are most interested,
and it often follows noteworthy or
meaningful events or experiences
7. Personal Selling
Face-to-face interaction with one or more prospective purchases for the purpose of:
1. Making Presentations
2. Answering Questions
3. Procuring Orders
It creates immediate and interactive episode between 2 or more persons.Each one is able to observe the other’s reactions
Cultivation
It also allows all kinds of relationships to spring up.
Response
The buyer is often given personal choices and encouraged to directly respond
3 Notable Qualities
Types of Product Market
Advertising Personal Selling
•Can provide an introduction to the company and its products• Easy to explain product’s new features•More commercial•Remind customers
•Increase stock position•Build enthusiasm•Conduct missionary selling•Manage key accounts