1. 1. WHAT IS THE COMMUNICATIONS MIX, AND HOW SHOULD IT BE SET ?
2. 2. 1. ADVERTISING
3. 3. ADVERTISING CAN - BUILD LONG TERM IMAGE OR TRIGGER QUICK SALES
4. 4. ADVERTISEMENT A) PERVASIVENESS REPEAT MESSAGES COMPARE COMPETITORS
5. 5. B) AMPLIFIED EXPRESSIVENESS DRAMATIZING THE COMPANY AND ITS BRANDS AND PRODUCTS THIS IS A HAPPYDENT AD SHOWING IT CAN BE USED TO LIGHT THUS SAVING ELECTRICITY
6. 6. C) CONTROL ADVERTISER CAN CHOOSE ASPECTS OF BRAND AND PRODUCT ON WHICH TO FOCUS COMMUNICATIONS
7. 7. 2. SALES PROMOTION
8. 8. A) ABILITY TO BE ATTENTION GETTING THEY DRAW ATTENTION AND MAY LEAD THE CONSUMER TO THE PRODUCT
9. 9. B) INCENTIVE THEY INCORPORATE SOME CONCESSION, INDUCEMENT,OR CONTRIBUTION THAT GIVES VALUE TO CONSUMER
10. 10. C) INVITATION THEY INCLUDE A DISTINCT INVITATION TO ENGAGE IN THE TRANSACTION NOW
11. 11. 3. PUBLIC RELATIONS AND PUBLICITY
12. 12. A) HIGH CREDIBILITY NEWS STORIES AND FEATURES ARE MORE AUTHENTIC AND CREDIBLE TO READERS THA ADS
13. 13. B) ABILITY TO REACH HARD-TO-FIND BUYERS THEY CAN REACH PROSPECTS WHO PREFER TO AVOID MASS MEDIA AND TARGETED PROMOTIONS
14. 14. C) DRAMATIZATION THEY CAN TELL THE STORY BEHIND A COMPANY, BRAND, OR PRODUCT
15. 15. 4. EVENTS AND EXPERIENCES
16. 16. A) RELEVANT A WELL CHOSEN EVENT CAN BE HIGHLY RELEVANT BECAUSE THE CONSUMER IS OFTEN PERSONALLY INVESTED IN THE OUTCOME
17. 17. B) ENGAGING GIVEN THEIR LIVE,REAL-TIME QUALITY THEY ARE ACTIVELY ENGAGING FOR CONSUMERS
18. 18. C) IMPLICIT EVENTS ARE TYPICALLY AN INDIRECT SOFT SELL
19. 19. 5. DIRECT AND INTERACTIVE MARKETING
20. 20. THESE MESSAGES TAKE MANY FORMS- OVER THE PHONE,ONLINE,OR IN PERSON
21. 21. A) CUSTOMIZED IT CAN BE PREPARED TO APPEAL TO THE ADDRESSED INDIVIDUAL B) UP-TO-DATE THESE CAN BE PREPARED VERY QUICKLY C) INTERACTIVE THESE CAN BE CHANGED DEPENDING ON THE PERSONS RESPONSE
22. 22. PEOPLE TO PEOPLE COMMUNICATION RELATING TO EXPERIENCE WITH PRODUCTS 6. WORD-OF-MOUTH MARKETING
23. 23. 1) INFLUENTIAL BECAUSE PEOPLE TRUST OTHERS THEY KNOW AND RESPECT 2) PERSONAL IT CAN BE A VERY INTIMATE KNOWLEDGE THAT REFLECTS PERSONAL FACTS,OPINIONS,AND EXPERIENCES
24. 24. 3) TIMELY IT OCCURS WHEN PEOPLE WANT IT TO AND ARE MOST INTERESTED AND OFTEN FOLLOWS NOTEWORTHY EVENTS
25. 25. 7. PERSONAL SELLING
26. 26. FACE TO FACE INTERACTIO N WITH ONE OR MULTIPLE BUYERS TO BUILD UP BUYER PREFERENC E, CONVICTION AND ACTION.
27. 27. A) PERSONAL INTERACTION IT CREATES AN IMMEDIATE AND INTERACTIVE EPISODE BETWEEN TWO OR MORE PERSONS. EACH IS ABLE TO OBSERVE OTHERS REACTIONS
28. 28. B) CULTIVATION IT PERMITS ALL KINDS OF RELATIONSHIPS TO SPRING UP C) RESPONSE BUYER IS OFTEN GIVEN PERSONAL CHOICES AND ENCOURAGED TO DIRECTLY RESPOND
29. 29. 1.TYPE OF PRODUCT MARKET 2. BUYER-READINESS STAGE 3. PRODUCT LIFE-CYCLE STAGE FACTORS IN SETTING THE MARKET COMMUNICATIONS MIX
30. 30. 1. TYPE OF PRODUCT MARKET ADVERTISING PLAYS A SIGNIFICANT ROLE
31. 31. PROVIDES INTERACTION TO COMPANY AND ITS PRODUCTS
32. 32. ADVERTISEMENTS CAN CARRY COMPANYS PHONE NUMBER OR WEB ADDRESS
33. 33. IF PRODUCT HAS NEW FEATURES, ADVERTISING CAN EXPLAIN THEM
34. 34. IT CAN REMIND CUSTOMERS HOW TO USE THE PRODUCT AND REASSURE THEM ABOUT THEIR PURCHASE
35. 35. PERSONAL SELLING 4 CONTRIBUTINS WHICH EFFECTIVE SALESFORCE CAN MAKE ARE -
36. 36. INCREASE STOCK POSITION BUILD ENTHUSIASM CONDUCT MISSIONARY SELLING MANAGE KEY ACCOUNTS
37. 37. BUYER READINESS STAGE
38. 38. COMMUNICATION TOOLS VARY IN COST EFFECTIVENESS AT DIFFERENT STAGES OF BUYER READINESS
39. 39. PRODUCT LIFE-CYCLE STAGE
40. 40. THESE SLIDES WERE CREATED BY AMOD BANSAL, THAPAR UNIVERSITY, DURING A MARKETING INTERNSHIP BY PROF. SAMEER MATHUR, IIM LUCKNOW