Slides

1. What is the
Communications Mix,
How Should it be
set?

2. Marketing Mix
Technology and other factors have
profoundly changed the way
consumers process communication.

3. • Pervasive: It can have an
unwelcome influence on
people.
• Expressiveness: provides
opportunities for
dramatizing
• Control: Specific aspects
can be focussed

4. S
• Attention-getting
• Provides Incentive
• Provides a distinct
Invitation to
Customers

5. 3.Public Relations
• More Credible
than Ads
• Ability to reach
hard-to-find buyers
• Can Dramatize the
company

6. 4.Events and
Experiences
• Engaging
• Relevant
• Implicit :They are
“Soft Selling” ways

7. 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

8. • Influential
• Personal
• Timely :Occurs
when people are
most Interested

9. • Interactive
• Cultivation: Permits all
kinds of Relationships
• Responsive

10. Companies must
allocate the marketing
communications
budget over the Seven
major modes of
Communication.

11. Consumer Marketers tend to
spend more on Sales
Promotion and Advertising.
Business Marketers spend
more on Personal Selling.

12. Communication tools
vary in cost-effectiveness
at different Stages of
Buyer Readiness

13. Cost Effectiveness of Communication
Tools at Different-Buyer-Stages

14. CommunicationTools 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

16. Disclaimer:
These slides were created by
PreethamV Raikar, IIT Madras
during a Marketing internship by
Prof. Sameer Mathur, IIM Lucknow
(See www.IIMInternship.com )