The document discusses the 7 tools of a marketing communication mix - advertising, sales promotion, public relations, events/experiences, direct marketing, word-of-mouth marketing, and personal selling. It also outlines 3 key factors to consider when setting a communication mix: the type of market, the buyer-readiness stage, and the product life cycle stage. The goal is to effectively promote a company or its products to targeted customers using the right combination of the 7 communication tools.

1. MARKETING COMMUNICATION MIX
AND
ITS
FACTORS IN SETTING

2. To PROMOTE
The COMPANY / PRODUCTS
To Targeted Customers
MARKETING MIX

3. CHARACTERISTICS
SEVEN
Communication
Tools

6. ADVERTISING
Control,
Pervasiveness,
Amplified Expressiveness,
Buyers can compare the message
Opportunity to dramatizing
Focus on communication

7. Promotion
Benefits
Ability To Attention-Getting
Incentive To Give Value To The Consumer
Invitation To Engage In Transaction

8. Public Relations & Publicity
High Credibility
Ability To Reach
Dramatization

9. EVENTS & EXPERIENCES

10. DIRECT/INDIRECT
MARKETING
Customize Up to Date Interactive

11. WORD-OF-MOUTH
MARKETING
Personal

12. PERSONAL SELLING
Personal Interaction
Cultivation
Direct Response

13. Factors In Setting
Communication Mix
Type of Market

14. Factors In Setting
Communication Mix
Buyer-Readiness
Stage

15. Factors In Setting
Communication Mix
Product Life Cycle
Stage