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The Communications mix Variables affecting the mix: Specific objectives Type of product Type of buying situation 'Push' vs 'pull' Position in market (market share), market growth & market concentration Internal strategies Tools / objectives Advertising: long-term brand image nurturing Sales promotion: short-term tactical temporary sales booster Price discounts dilute brand franchise, quality images of the brand Objectives sought & required response: Build awareness: PR & advertising Brand switching: sales promotion supported by advertising or direct mail Exceptions: some ad + sales prom designed to create database to allow dynamic dialogue & relationships Setting the promotion mix Type of product market Consumer vs. industrial goods Consumer goods Industrial goods Advertising Personal selling Sales promotion Sales promotion Personal selling Advertising Public Relations Public Relations Relative effectiveness of tools Type of purchase High involvement: important, expensive, risky, require careful analysis Low involvement: low risk, frequent purchase, inexpensive Buyers can move from high to low involvement with experience Response Models Learn-feel-do: high involvement with high differentiation (classic response hierarchy models) Do-feel-learn: high involvement but little or no differentiation Learn-do-feel: low involvement with low differentiation Relative effectiveness of tools Purchaser's decision process model: awareness [advertising & PR] interest conviction purchase [personal selling & sales promotion] post-purchase (feelings or behaviour) [advertising] High involvement Awareness Attitude Behaviour Marketing PR Personal selling Product quality Advertising Demonstration Price Initially broadcast Trial/visits Accessibility High info content Sales promotions Delivery Factual, rational Brochures/facilitation Benefit claims Introductory prices Low frequency Long-run behaviour Product quality Corporate PR Guarantees service / support Low involvement Awareness Trial behaviour Attitude Marketing PR Advertising Broadcast Low info content Emotion, imagery appeal High frequency Sales promotion to encourage experimentation Advertising to develop peripheral cues Packaging and presentation at POS Product Dissatisfaction Long-run behaviour Advertising Sales promotions Product quality & development 'Push' vs 'pull' strategies 'Push':strong salesforce supported by trade promotions to push product into the distribution channels & shelves --> distribution penetration 'Pull': pulling customers into stores & motivating them to pull product off shelf --> advertising to create customer dd 'Pull' helps 'push' Kotler: Lever Bros use 'push' vs Procter & Gamble use 'pull' Integrating the coms mix Goal: to create bigger impact & be more costeffective Publicity & advertising: major ad campaigns supported by PR / press launches sales promotion supported by ad or PR or both direct promotion = direct marketing + sales promotion on-pack promotion sales promotion supported by personal sellings