What is the

Communications Mix,

How Should it be

set?

Marketing Mix

Technology and other factors have

profoundly changed the way

consumers process communication.

• Pervasive: It can have an

unwelcome influence on

people.

• Expressiveness: provides

opportunities for

dramatizing

• Control: Specific aspects

can be focussed

S• Attention-getting

• Provides Incentive

• Provides a distinct

Invitation to

Customers

3.Public Relations• More Credible

than Ads

• Ability to reach

hard-to-find buyers

• Can Dramatize the

company

4.Events and

Experiences• Engaging

• Relevant

• Implicit :They are

“Soft Selling” ways

5.Direct and

Interactive Marketing• Customized

• Up-to-date: A custom

message can be prepared

in 5 minutes

• Interactive: The message

can be changed

depending on customer

response

• Influential

• Personal

• Timely :Occurs

when people are

most Interested

• Interactive

• Cultivation: Permits all

kinds of Relationships

• Responsive

Companies must

allocate the marketing

communications

budget over the Seven

major modes of

Communication.

Consumer Marketers tend to

spend more on Sales

Promotion and Advertising.

Business Marketers spend

more on Personal Selling.

Communication tools

vary in cost-effectiveness

at different Stages of

Buyer Readiness

Cost Effectiveness of Communication

Tools at Different-Buyer-Stages

Communication Tools used

in Different Stages • Introduction Stage: Advertising,

Events and Experiences

• Growth Stage: Word-of-mouth, Sales

Promotion and Direct Marketing

• Maturity Stage : Advertising, Events

and Experiences and Personal Selling

• Decline Stage: Sales Promotion

Disclaimer:

These slides were created by

PreethamV Raikar, IIT Madras

during a Marketing internship by

Prof. Sameer Mathur, IIM Lucknow

(See www.IIMInternship.com )