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

PersonalSelling

Personal

InteractionCultivatio

n

Response

Factors in Setting the Marketing Communication

Mix

• Type of Product Market• Buyer-Readiness Stage• Product Life-Cycle Stage

ConsumerMarkets

Business Markets

Buyer ReadinessStage

Time