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Factors in setting the Marketing communication mix
(Group 10)
Marketing communication mix
The specific mix of advertising, personal
selling, sales promotion, events and experience public relations and direct selling is called marketing communication mix.
Characteristics of Marketingcommunication mix
• Advertising. Eg: Print, Broadcast, Outdoor
• Sales promotion. Eg: Premium, Discounts
• Public relations and publicity.
• Experiences. Eg: Nestomalt
• Personal selling. Eg: Sales presentation, Trade shows
• Direct marketing. Eg: Catalogues, telemarketing, Internet
1. Type of product market
Communications mix allocations vary between consumer and business markets. Consumer marketers tend to spend comparatively more on sales promotion and advertising; business marketers tend to spend comparatively more on personal selling.
2. Buyer readiness stage
Communication mix tools vary cost effectiveness at different stages of buyer’s readiness. There are 5 stages in the buyer’s readiness.
• Awareness• Comprehension• Conviction• Order• Reorder
Awareness Comprehension Conviction Order Reorder
Advertising & Pub-licity
Sales promotion
Personal selling
Stages of Buyers Readiness
Cost
effe
ctive
ness
3. Product life-cycle stage Communication mix tools also vary in cost
effectiveness at different stages of the product life cycle. There are 4 stages in the product life cycle.
• Introduction stage• Growth stage• Maturity stage • Decline stage
Introduction : Heavy use of advertising, publicity for awareness, events and experience for trial
Growth : Public relations and personal selling for distribution
Maturity : Advertising decreases, events and experience and personal selling grow more important,
Decline : Advertising and public relations decrease, sales promotion continues strong
References • Philip kotlar, Marketing management (11th edition) Pge:578• Gilbert A. Churchill. Jr, J.paul peter. Marketing (2nd edition) Pge:449• Philip kotlar, Kevin lane keller. Marketing management (12th
edition) Product life cycle. Pge:300
• http://www.davedolak.com/promix.htm• http://www.citeman.com/3093-factors-in-setting-the-marketing-co
mmunications-mix.html• http://www.pearsonhighered.com/kotler/• http://www.ehow.com/how_8457194_developing-effective-market
ing-communication-mix.html• http://www.icmrindia.org/courseware/Marketing%20Management
/Communication-Marketing.htm