What is communication mix , and how should it be set ?

COMMUNICATION MIX

Companies must allocate the budget

over these 7 modes of

communication

1.AdvertisingReaches geographically dispersed buyers !

“Dramatising the brand attracts attention.

.

“ The advertiser can

choose the aspects of the brand and

products to focus

“ Providing discounts to

trigger quick sales.

“ Compare the messages of

various competitors

2.Sales Promotion Incorporating concessions,inducements,or contributions that give value to the customer to draw quick,stronger buyer response !

3.Public Relations , PublicityHighly credible than ads !

Ways to strengthen Public Relations and improve Publicity

◎ Via charitable donations

◎ Impress people by telling the story behind your company

◎ Via interactive seminars

4 .Events and relationsGenerate significant impact !

“Given their live, real-time

quality,events and experiences are more actively engaging for the

customers

5.Direct & Interactive marketingDirectly communicate with solicit response/dialogue to customers an prospects quickly

6.Word to Mouth MarketingPeople trust others whom they know and respect

“Word to Mouth marketing is the

main reason behind 20% - 50% of all purchasing decisions

7.

Factors in setting MarCom MixCommunications mix allocations vary between consumer and business markets

Consumer MarketersTend to spend comparatively more on sales promotion,advertising

Type of Market

Business MarketersTend to spend more on personal selling

Vary in cost effectiveness

Thank you !

Hope you have learnt something out of this :)

Credits

Special thanks to all the people who made and released these awesome resources for free:◎ Presentation template by SlidesCarnival◎ Photographs by Unsplash & Death to the Stock Photo (

license)◎ Google Images

Presentation design

◎ Created by : Harika Ganta , IIITD&M Kancheepuram◎ During an internship under :

Prof. Sameer Mathur , IIM Lucknow

www.IIMInternship.com