The document discusses the marketing communications mix, which consists of eight major communication models: advertising, sales promotion, public relations, events and experiences, direct marketing, interactive marketing, word-of-mouth marketing, and personal selling. When choosing a marketing communications mix, marketers must consider the advantages and costs of each tool as well as factors like the product, market, consumer readiness, and stage in the product lifecycle. The optimal mix depends on examining these distinctive qualities and determining what will most effectively introduce, build enthusiasm for, and remind consumers about the company and its products.

1. What is the
communications mix,and
how should it be set?
-A.Tejitha Reddy
IIT Hyderabad

2. Marketing
communications
mix
Advertising
Sales
Promotion
Events &
Experiences
Public
Relations &
Publicity
Direct &
Interactive
Marketing
Personal
Selling
Word-of-
mouth
Marketing

3. Common Communication platforms

4. 1.Advertising
Advertising can
build
long term image
for a product or
trigger quick
sales.

5. 1.Advertising
Print Media
Broadcast Media
Network Media
Electronic Media
Display Media
Newspapers
Magazines
Radio
Television
Telephone
Cable
Satellite
Wireless
Audio tape
Video Tape
Videodisk
CD-ROM
Web Page
Billboards
Signs
Posters

6. 1.Advertising
observations

7. 1.Advertising
observations

8. 1.Advertising
observations

9. 2.Sales promotion
Consumer Promotion
Trade Promotion
Sales force
Promotion
Samples
Coupons
premiums
Advertising
Display Allowances
Contests for sales
representatives

10. 2.Sales promotion
Companies use sales
promotion tools to
draw a stronger and
quicker buyer
response ,including
short – run effects .

11. Benefits
2.Sales promotion

12. Benefits
2.Sales promotion

13. Benefits
2.Sales promotion

14. 3.Public relations and publicity
A variety of programs directed internally to employees or externally
to consumers, other firms, the government, and media to promote
or protect company’s image or its individual product
communications.

15. Distinctive qualities
3.Public relations and publicity

16. Distinctive qualities
3.Public relations and publicity
Can reach
prospects who
prefer to avoid
mass media and
targeted
promotions

17. Distinctive qualities
3.Public relations and publicity

18. 4.Events and experiences
Events and
experiences
Sports
Arts
EntertainmentCause events
Less formal
activities

19. characteristics
4.Events and experiences

20. characteristics
4.Events and experiences

21. characteristics
4.Events and experiences

22. Direct
Marketing
Interactive
Marketing
Mail, telephone, fax, etc
are used to directly
communicate with
customers
Online activities and
programs designed to
engage customers, and
raise awareness, improve
image, etc.
5.Direct and interactive marketing

23. characteristics
5.Direct and interactive marketing

24. characteristics
5.Direct and interactive marketing

25. characteristics
5.Direct and interactive marketing

26. 6.Word of mouth marketing
Word of
mouth
Electronic
OralWritten

27. 6.Word of mouth marketing
characteristics

28. 6.Word of mouth marketing
characteristics

29. 6.Word of mouth marketing
characteristics

30. 7.Personal setting
Qualities

31. 7.Personal setting
Qualities

32. 7.Personal setting
Qualities

33. Factors in Setting the
marketing Communications Mix
Type of
product
Market
Consumer
readiness
Stage in
product
life cycle

34. Type of
Product
Market
Advertising
Personal
Selling
•Can provide an introduction to the
company and its products
• Easy to explain product’s new features
•More commercial
•Remind customers
•Increase stock position
•Build enthusiasm
•Conduct missionary selling
•Manage key accounts
Type of product market

35. Type of product market
Advertising
combined with
personal selling
can increase
sales over
personal selling
alone

36. Buyer – readiness stage

38. The marketing communications mix consists of eight major
models of communication: advertising, sales promotion , public
relations and publicity , events and experiences , direct marketing ,
interactive marketing , word - of - mouth marketing , and personal
selling.
In choosing the marketing communications mix ,marketers must
examine the distinct advantages and costs of each communication
tool and the company’s market rank. They must also consider the
type of product market in which they are selling, how ready
consumers are to make a purchase, and the product’s stage in
company, brand , and product.

39. Disclaimer:
Created by
Tejitha Reddy Ajjuguttu,
IIT Hyderabad,
during an internship by
Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com
Contents:
Marketing Management ,A South Asian Perspective
!6th Chapter