Designing and Managing

INTEGRATED

What is

Communications Mix,

and how should it

be set ?

Companies must allocate the budget over Eight major modes of

Communications

1. Advertising

1. Pervasiveness2. Amplified Expressiveness3. Control

2. Sales Promotion

1. Ability to be ATTENTION

getting2. Incentive3. Invitation

3. Public Relations& Publicity

Highly Credibility

Ability to

reach

BUYERS

Dramatizati

on

4. Events &Experiences

5. Direct & Interactive Marketing

Customized

Interactive

6. Word- Of- MouthMarketing

Influential

Timely

7. Personal Selling

Personal Interaction

CultivationOf relations

Response

Factors in setting the marketing

Communications Mix

1. Type of Market2. Buyer- Readiness

Stage3. Product Life- cycle

Stage

Factors

1. Type of MarketConsumer Markets

Business Markets

2. Buyer Readiness Stage

3. Product Life - cycle Stage

SUMMARY

-Dishi Arora

Created By Dishi Arora, IIT

Guwahati, during an internship by

Prof. Sameer Mathur, IIM

Lucknow, www.IIMInternship.com