Download Chapter = 2

Chapter = 2
Communication mix or
promotion mix
Philip Kotler says
“A Company’s total marketing communication
mix also called its promotion mix consists of
the specific blend of advertising, personal
selling, sales promotion, public relations and
direct marketing tools that the company uses
to pursue its advertising and marketing
objectives.”
Components of marketing
communication
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Advertising
Personal selling
Publicity or public relations
Sales promotion
Direct marketing
Internet marketing
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Factors affecting communication mix
Nature of product
Stages of product life cycle
Nature of target market
Size of promotion budget
Push and Pull strategy
Promotional objectives
Price policy
Distribution policy
Availability of promotional methods
Level of competition
• Degree of brand familiarity
• Branded or unbranded products
• Seasonal product
Need for integrated marketing
communication
Optimum communication mix
Promotion mix determination
procedure
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Consider all available promotional methods
select optimum communication mix
Appropriation for promotion mix
Evaluation of effectiveness of different
promotional tools
Nature of products
• Consume products
• Industrial products
Differences
• Advertising and sales promotion
• Advertising and personal selling
• Advertising and publicity