16-4 (what is communications mix, and how it should be set)

This presentation shows what is marketing communications mix, and how it should be set

1. What is the communication mix and how it should be set? -Nikunj G Katkoria -NIT Surat

2. 1. Advertising Newspaper Magazines Books Pamphlets Radio Television Telephone Cable Satellite Wireless Audiotape Videotape Videodisk CD-ROM Web Page Billboards Signs Posters

3. Can build up a long-term image for a product(Coco-Cola) or trigger quick sales(a Big Bazaar for a weekend sale)

4. Observations.....

5. Advertisements allows the seller to repeat its message many times

6. Amplified Expressiveness Advertisements provides opportunities for dramatizing the company and its brands and products

7. The advertiser can choose the aspects of the brand and product on which to focus communications.

8. 2. Sales Promotion Samples Coupons Premiums Advertising allowances Display allowances Contests Competitions

9. 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

10. 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.

11. Based on

12. High Credibility News stories and features > Advertisements

13. Ability to reach hard-to-find buyers Public relations can reach prospects who prefer to avoid mass media and targeted promotions

14. Dramatization

15. 4. Events & Experiences

16. Have following characteristics... A well chosen event can be seen s highly relevant because the consumer is often personally invested in the outcome Given their live, real-time quality, events and experiences are more actively engaging for consumers Events are typically an indirect “soft sell”

17. 5. Direct and Interactive 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.

18. 3 CHARACTERISTICS

19. 6. Word-of-mouth Marketing

20. 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

21. 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

22. 3 Notable Qualities

23. 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