Reference-A South Asian Perspective Marketing Management by Philip Kotler 14th edition

1. What is communication
mix , and how should it
be set ?

2. COMMUNICATION
MIX
Companies must
allocate the budget
over these
7 modes of
communication

3. 1.
Advertising
Reaches geographically dispersed
buyers !

4. “
Dramatising the
brand attracts
attention.
.

5. “
The advertiser can
choose the aspects
of the brand and
products to focus

6. “
Providing discounts
to trigger quick
sales.

7. “
Compare the
messages of
various
competitors

8. 2.
Sales Promotion
Incorporating concessions,inducements,or
contributions that give value to the customer
to draw quick,stronger buyer response !

9. 3.
Public Relations ,
Publicity
Highly credible than ads !

10. Ways to strengthen Public Relations and improve Publicity
◎ Via charitable donations
◎ Impress people by telling the story behind your
company
◎ Via interactive seminars

11. 4 .
Events and
relations
Generate significant impact !

12. “
Given their live, real-time
quality,events and experiences
are more actively engaging for
the customers

13. 5.
Direct & Interactive
marketing
Directly communicate with solicit
response/dialogue to customers
an prospects quickly

14. 6.
Word to Mouth
Marketing
People trust others whom they
know and respect

15. “
Word to Mouth marketing is the
main reason behind 20% - 50%
of all purchasing decisions

16. 7.

17. Factors in setting
MarCom Mix
Communications mix allocations
vary between consumer and
business markets

18. Consumer Marketers
Tend to spend
comparatively more on
sales
promotion,advertising
Type of Market
Business Marketers
Tend to spend more on
personal selling

20. Vary in cost effectiveness

21. Thank you !
Hope you have learnt something out of this :)

22. Credits
Special thanks to all the people who made and
released these awesome resources for free:
◎ Presentation template by SlidesCarnival
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◎ Google Images

23. Presentation design
◎ Created by :
Harika Ganta , IIITD&M
Kancheepuram
◎ During an internship under :
Prof. Sameer Mathur , IIM Lucknow
www.IIMInternship.com