The

The Tools
Tools of
of Marketing
Marketing
Communications
Communications Mix
Mix

Any
AnyPaid
PaidForm
Formofof
Nonpersonal
Nonpersonal Presentationby
Presentation by
an Identified Sponsor.
an Identified Sponsor.

Direct
DirectCommunications
CommunicationsWithWith
Individuals to Obtain an
Individuals to Obtain an
Immediate
ImmediateResponse
Response Personal
PersonalPresentations
Presentationsby
byaa
Firm’s
Firm’sSales
SalesForce
Force

Short-term
Short-termIncentives
Incentivesto
to Building
BuildingGood
GoodRelations
Relationswith
with
Encourage Sales
Encourage Sales Various Publics by Obtaining
Various Publics by Obtaining
Favorable
FavorableUnpaid
UnpaidPubblicity
Pubblicity
Promotional Tools
Promotional Tools
 Promotional Tools and
its characteristics
Public Written
Service Web Site Materials
Activitie
s

News

Speeche
s Special
Events
Promotional Tools and
its characteristics
Promotional Tools and
its characteristics
 Forms of Direct
Marketing
Involves
Involvesmailing
mailingofofletters,
letters,
ads,
ads, samples, foldouts,and
samples, foldouts, and
other “salespeople on
other “salespeople on Using
Usingthe
thetelephone
telephoneto
tosell
sell
wings.”
wings.” directly to consumers
directly to consumers

Direct-response
Direct-response
advertising
advertising- - Direct
Direct Conducted
marketers air television Conducted
marketers air television through
through
spots,
spots,often
often60 60or
or120
120 interactive
seconds long interactiveon-line
on-line
seconds long computer
computer
services,
services,two-way
two-way
Home systems
systems thatlink
that link
Homeshopping
shopping consumers with
channels-
channels- Television
Television consumers with
programs sellers
sellers
programs orentire
or entire electronically
channels
channels dedicatedto
dedicated to electronically
selling goods and
selling goods and
services.
services.
Factors in Setting the Promotion
Mix
 Factors in Setting the
Promotion Mix

Consumer goods

Industrial goods
Factors in Setting the
Promotion Mix

Strategy
Strategythat
thatCalls
Callsfor
forUsing
Using
the Salesforce and Trade
the Salesforce and Trade
Promotion
PromotiontotoPush
Pushthe
the
Product
ProductThrough
Throughthe
the
Channels.
Channels.

Strategy
Strategythat
thatCalls
Callsfor
for
Spending
SpendingAALot
Loton
on
Advertising and Consumer
Advertising and Consumer
Promotion
PromotiontotoBuild
BuildUp
Up(Pull)
(Pull)
Consumer
Consumer Demand.
Demand.

15- 10
Factors in Setting the
Promotion Mix

Stages of buyer readiness

 Introduction stage
• Advertising and Public relations - high awareness
• Sales promotion – promoting early trial
• Personal selling – to gain distribution coverage
Growth stage
• Advertising & Public relations – powerful influences
• Sales promotion – can be reduced

Maturity stage
• Sales promotion – becomes important
• Advertising –to remind of the product

Decline stage
• Advertising – kept at a reminder
• Public relation - dropped
• Sales promotion – might continue strong
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