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Ch16 what is the communication mix

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What is the communication mix?

Marketing
1 of 33
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
Ch16 what is the communication mix

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Ch16 what is the communication mix