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Ch16 what is the communication mix

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Sameer Mathur
Sameer Mathur

What is communication mix

Marketing
1 of 34
WHAT IS THE COMMUNICATION MIX? HOW SHOULD IT BE SET? AND.....
Pervasiveness Amplified Experience Control
• Ability to be attention-getting • Incentive • Invitation
Ability to reach hard-to-find buyers
Dramatization
Events And Experiences
Engaging
Implicit
Interactive
Timely
Personal Selling
Factors in Setting the Marketing Communication Mix • Type of Product Market • Buyer-Readiness Stage • Product Life-Cycle Stage
Consumer Markets
Business Markets
Buyer Readiness Stage
Time
Created by Vignaesh Muthukumaar, IIT Kanpur, during an internship with Prof. Sameer Mathur, IIM Lucknow, www.iiminternship.com

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Ch16 what is the communication mix