20 Media Mix The Promotional tools Advertising Sales Promotion General Qualities:Public presentation: Wide ReachPervasiveness: Message RepetitionAmplified expressiveness: DramatizationImpersonality: No obligation on customers to pay attentionSales PromotionBenefits:Communication: Gain attention, may lead customer to purchaseIncentive: Discounts, rebates etc.Invitation: Quick Transaction
21 Media Mix Public Relations and Publicity Personal Selling Distinctive qualities:High credibilityAbility to catch buyers off guardDramatizationPersonal SellingPersonal confrontationCultivationResponse
22 Media Mix Direct Marketing Event and Experiences Word of Mouth CustomizedUp-to-dateInteractiveEvent and ExperiencesRelevantInvolvementWord of MouthViralCredible
23 Media MixPersonal SellingPersonal InteractionPersuasive.Response
24 Important Factors for Marketing Communication Mix Product/ MarketBusiness/ ConsumerAwareness/ ReminderBuyer Readiness Stage:Is the customer aware?Have they tried the product?Are they satisfied?One can build conviction by personal selling.PLC StageDifferent stages in PLC requires different media mix and its intensity.
25 Measuring Communication Results ROIMeasure results against objectives?