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