2. 14-2
The Communications Mix
• Advertising
– any paid form of nonpersonal presentation by a sponsor
• Personal Selling
– personal presentations by a firm’s sales force
• Sales Promotion
– short term incentives to encourage sales
• Public Relations
– building good relations with various publics
• Direct Marketing
– short term incentives to encourage sales
3. 14-3
Developing Effective
Communication
• Identifying Target Audience
• Determining Communications Objectives
– Buyer Readiness Stages
• Designing Message
– Message Content
– Message Structure
– Message Format
• Media Selection
– personal and nonpersonal communications channels
• Message Source
• Feedback Collection