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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• Advertising• Personal selling• Publicity or public relations• Sales promotion• Direct marketing• Internet marketing

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

• 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