Communication Mix
October 24, 2007
Communication Mix
The communication mix blends together several different elements to create the overall strategy for marketing communications. The elements of this mix may include advertising, personal selling, sales promotion and publicity. They can use categories to personal selling and non-personal selling.
If the product is new, the effort will probably rely heavily on advertising and sales promotion. If the product is more established but the objective is to stabilize sales during weak season, the mix will most likely contain sales promotion.
If the product is technical and it needs a lot of explanation the mix will be personal selling.
The strategies for communication mix are:
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Advertising
Advertising is paid non-personal communication through various media by organizations that are in some way identified in the advertising message and who hope to inform and/or persuade members of a particular audience.
When deciding how advertising fits into the communication mix, marketers consider such issues as budgets and which media to use.
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Personal selling
Personal selling can take place face to face, by phone, by video, by fax or comp. personal selling provide immediate feedback to the seller, which allows the seller to adjust communication to meet the needs of the situation, personal selling costs more.
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Sales Promotion
Sales promotion provides the quickest rise on sales. Sales promotion is a media and non-media marketing pressure applied for a predetermined limited period at the level of consumer, retailer or wholesaler, in-order to stimulate trial, increase consumer demand or improve product availability.
Sales promotion can’t be conducted continuously coz they become ineffective eventually.
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Publicity
This is a non-paid for communication of information about the company or product, generally in some media form. Publicity can come in news, stories, reviews, broadcasts e.t.c.
The downside of publicity is that the marketer has little or no control over what is said and also there is no way to target an audience.
The public may favor the product since they know that the marketer is not controlling the story thus its likely to be true.
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