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. 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
4. Events &Experiences
5. Direct & Interactive Marketing
6. Word- Of- MouthMarketing
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
Created By Dishi Arora, IIT
Guwahati, during an internship by
Prof. Sameer Mathur, IIM
Lucknow, www.IIMInternship.com