1. WHAT IS THE
COMMUNICATIONS MIX,
AND HOW SHOULD IT BE
SET ?

3. 1. ADVERTISING

4. ADVERTISING CAN -
BUILD LONG TERM IMAGE
OR
TRIGGER QUICK
SALES

5. ADVERTISEMENT
A) PERVASIVENESS
REPEAT MESSAGES
COMPARE
COMPETITORS

6. 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

7. C) CONTROL
ADVERTISER CAN
CHOOSE ASPECTS
OF BRAND AND
PRODUCT ON
WHICH TO FOCUS
COMMUNICATIONS

8. 2. SALES PROMOTION

9. A) ABILITY TO BE ATTENTION
GETTING
THEY DRAW
ATTENTION AND
MAY LEAD THE
CONSUMER TO THE
PRODUCT

10. B) INCENTIVE
THEY
INCORPORATE
SOME
CONCESSION,
INDUCEMENT,OR
CONTRIBUTION
THAT GIVES VALUE
TO CONSUMER

11. C) INVITATION
THEY INCLUDE A
DISTINCT
INVITATION TO
ENGAGE IN THE
TRANSACTION NOW

12. 3. PUBLIC RELATIONS AND
PUBLICITY

13. A) HIGH CREDIBILITY
NEWS STORIES AND FEATURES ARE MORE
AUTHENTIC AND CREDIBLE TO READERS
THA ADS

14. B) ABILITY TO REACH HARD-TO-FIND
BUYERS
THEY CAN REACH PROSPECTS WHO
PREFER TO AVOID MASS MEDIA AND
TARGETED PROMOTIONS

15. C) DRAMATIZATION
THEY CAN TELL THE STORY BEHIND A
COMPANY, BRAND, OR PRODUCT

16. 4. EVENTS AND EXPERIENCES

17. A) RELEVANT
A WELL CHOSEN
EVENT CAN BE
HIGHLY RELEVANT
BECAUSE THE
CONSUMER IS
OFTEN
PERSONALLY
INVESTED IN THE
OUTCOME

18. B) ENGAGING
GIVEN THEIR
LIVE,REAL-TIME
QUALITY THEY ARE
ACTIVELY
ENGAGING FOR
CONSUMERS

19. C) IMPLICIT
EVENTS ARE
TYPICALLY AN
INDIRECT
“ SOFT SELL”

20. 5. DIRECT AND INTERACTIVE
MARKETING

21. THESE MESSAGES TAKE MANY
FORMS-
OVER THE PHONE,ONLINE,OR IN
PERSON

22. 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 PERSON’S
RESPONSE

23. PEOPLE TO PEOPLE COMMUNICATION
RELATING TO EXPERIENCE WITH
PRODUCTS
6. WORD-OF-MOUTH
MARKETING

25. 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

26. 3) TIMELY
IT OCCURS WHEN PEOPLE
WANT IT TO AND ARE MOST
INTERESTED AND OFTEN
FOLLOWS NOTEWORTHY
EVENTS

27. 7. PERSONAL SELLING

28. FACE TO
FACE
INTERACTIO
N WITH ONE
OR MULTIPLE
BUYERS TO
BUILD UP
BUYER
PREFERENC
E,
CONVICTION
AND ACTION.

30. A) PERSONAL INTERACTION
IT CREATES AN IMMEDIATE AND
INTERACTIVE EPISODE BETWEEN TWO OR
MORE PERSONS. EACH IS ABLE TO
OBSERVE OTHER’S REACTIONS

31. B) CULTIVATION
IT PERMITS ALL KINDS OF
RELATIONSHIPS TO SPRING UP
C) RESPONSE
BUYER IS OFTEN GIVEN PERSONAL
CHOICES AND ENCOURAGED TO
DIRECTLY RESPOND

32. 1.TYPE OF PRODUCT MARKET
2. BUYER-READINESS STAGE
3. PRODUCT LIFE-CYCLE STAGE
FACTORS IN SETTING THE
MARKET COMMUNICATIONS MIX

33. 1. TYPE OF PRODUCT
MARKET
ADVERTISING PLAYS A SIGNIFICANT
ROLE

34. PROVIDES INTERACTION TO
COMPANY AND ITS
PRODUCTS

35. ADVERTISEMENTS CAN
CARRY COMPANY’S PHONE
NUMBER OR WEB ADDRESS

36. IF PRODUCT HAS NEW
FEATURES, ADVERTISING CAN
EXPLAIN THEM

37. IT CAN REMIND CUSTOMERS
HOW TO USE THE PRODUCT
AND REASSURE THEM ABOUT
THEIR PURCHASE

38. PERSONAL SELLING
4 CONTRIBUTINS WHICH
EFFECTIVE SALESFORCE CAN
MAKE ARE -

39.  INCREASE STOCK POSITION
 BUILD ENTHUSIASM
 CONDUCT MISSIONARY SELLING
 MANAGE KEY ACCOUNTS

40. BUYER READINESS STAGE

41. COMMUNICATION TOOLS VARY IN COST
EFFECTIVENESS AT DIFFERENT STAGES
OF BUYER READINESS

42. PRODUCT LIFE-CYCLE STAGE

43. THESE SLIDES WERE
CREATED BY AMOD BANSAL,
THAPAR UNIVERSITY,
DURING A MARKETING
INTERNSHIP BY
PROF. SAMEER MATHUR,
IIM LUCKNOW