what is the communications mix,and how should it be set
TRANSCRIPT
- 1. WHAT IS THE COMMUNICATIONS MIX, AND HOW SHOULD IT BE SET ?
- 2. 1. ADVERTISING
- 3. ADVERTISING CAN - BUILD LONG TERM IMAGE OR TRIGGER QUICK SALES
- 4. ADVERTISEMENT A) PERVASIVENESS REPEAT MESSAGES COMPARE COMPETITORS
- 5. B) AMPLIFIED EXPRESSIVENESS DRAMATIZING THE COMPANY AND ITS BRANDS AND PRODUCTS THIS IS A HAPPYDENT AD SHOWING IT CAN BE USED TO LIGHT THUS SAVING ELECTRICITY
- 6. C) CONTROL ADVERTISER CAN CHOOSE ASPECTS OF BRAND AND PRODUCT ON WHICH TO FOCUS COMMUNICATIONS
- 7. 2. SALES PROMOTION
- 8. A) ABILITY TO BE ATTENTION GETTING THEY DRAW ATTENTION AND MAY LEAD THE CONSUMER TO THE PRODUCT
- 9. B) INCENTIVE THEY INCORPORATE SOME CONCESSION, INDUCEMENT,OR CONTRIBUTION THAT GIVES VALUE TO CONSUMER
- 10. C) INVITATION THEY INCLUDE A DISTINCT INVITATION TO ENGAGE IN THE TRANSACTION NOW
- 11. 3. PUBLIC RELATIONS AND PUBLICITY
- 12. A) HIGH CREDIBILITY NEWS STORIES AND FEATURES ARE MORE AUTHENTIC AND CREDIBLE TO READERS THA ADS
- 13. B) ABILITY TO REACH HARD-TO-FIND BUYERS THEY CAN REACH PROSPECTS WHO PREFER TO AVOID MASS MEDIA AND TARGETED PROMOTIONS
- 14. C) DRAMATIZATION THEY CAN TELL THE STORY BEHIND A COMPANY, BRAND, OR PRODUCT
- 15. 4. EVENTS AND EXPERIENCES
- 16. A) RELEVANT A WELL CHOSEN EVENT CAN BE HIGHLY RELEVANT BECAUSE THE CONSUMER IS OFTEN PERSONALLY INVESTED IN THE OUTCOME
- 17. B) ENGAGING GIVEN THEIR LIVE,REAL-TIME QUALITY THEY ARE ACTIVELY ENGAGING FOR CONSUMERS
- 18. C) IMPLICIT EVENTS ARE TYPICALLY AN INDIRECT SOFT SELL
- 19. 5. DIRECT AND INTERACTIVE MARKETING
- 20. THESE MESSAGES TAKE MANY FORMS- OVER THE PHONE,ONLINE,OR IN PERSON
- 21. A) CUSTOMIZED IT CAN BE PREPARED TO APPEAL TO THE ADDRESSED INDIVIDUAL B) UP-TO-DATE THESE CAN BE PREPARED VERY QUICKLY C) INTERACTIVE THESE CAN BE CHANGED DEPENDING ON THE PERSONS RESPONSE
- 22. PEOPLE TO PEOPLE COMMUNICATION RELATING TO EXPERIENCE WITH PRODUCTS 6. WORD-OF-MOUTH MARKETING
- 23. 1) INFLUENTIAL BECAUSE PEOPLE TRUST OTHERS THEY KNOW AND RESPECT 2) PERSONAL IT CAN BE A VERY INTIMATE KNOWLEDGE THAT REFLECTS PERSONAL FACTS,OPINIONS,AND EXPERIENCES
- 24. 3) TIMELY IT OCCURS WHEN PEOPLE WANT IT TO AND ARE MOST INTERESTED AND OFTEN FOLLOWS NOTEWORTHY EVENTS
- 25. 7. PERSONAL SELLING
- 26. FACE TO FACE INTERACTIO N WITH ONE OR MULTIPLE BUYERS TO BUILD UP BUYER PREFERENC E, CONVICTION AND ACTION.
- 27. A) PERSONAL INTERACTION IT CREATES AN IMMEDIATE AND INTERACTIVE EPISODE BETWEEN TWO OR MORE PERSONS. EACH IS ABLE TO OBSERVE OTHERS REACTIONS
- 28. B) CULTIVATION IT PERMITS ALL KINDS OF RELATIONSHIPS TO SPRING UP C) RESPONSE BUYER IS OFTEN GIVEN PERSONAL CHOICES AND ENCOURAGED TO DIRECTLY RESPOND
- 29. 1.TYPE OF PRODUCT MARKET 2. BUYER-READINESS STAGE 3. PRODUCT LIFE-CYCLE STAGE FACTORS IN SETTING THE MARKET COMMUNICATIONS MIX
- 30. 1. TYPE OF PRODUCT MARKET ADVERTISING PLAYS A SIGNIFICANT ROLE
- 31. PROVIDES INTERACTION TO COMPANY AND ITS PRODUCTS
- 32. ADVERTISEMENTS CAN CARRY COMPANYS PHONE NUMBER OR WEB ADDRESS
- 33. IF PRODUCT HAS NEW FEATURES, ADVERTISING CAN EXPLAIN THEM
- 34. IT CAN REMIND CUSTOMERS HOW TO USE THE PRODUCT AND REASSURE THEM ABOUT THEIR PURCHASE
- 35. PERSONAL SELLING 4 CONTRIBUTINS WHICH EFFECTIVE SALESFORCE CAN MAKE ARE -
- 36. INCREASE STOCK POSITION BUILD ENTHUSIASM CONDUCT MISSIONARY SELLING MANAGE KEY ACCOUNTS
- 37. BUYER READINESS STAGE
- 38. COMMUNICATION TOOLS VARY IN COST EFFECTIVENESS AT DIFFERENT STAGES OF BUYER READINESS
- 39. PRODUCT LIFE-CYCLE STAGE
- 40. THESE SLIDES WERE CREATED BY AMOD BANSAL, THAPAR UNIVERSITY, DURING A MARKETING INTERNSHIP BY PROF. SAMEER MATHUR, IIM LUCKNOW