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Chapter 6- Marketing Communications (Marketing Communication Mix Orange…
Chapter 6- Marketing Communications
Marketing Communication Mix
Orange are the major mix
1. Advertisement
TV
Radio
Print
Place Advertising (billboards, product placement, movies)
2. Promotion
Consumer Promotion
Samples, demonstrations, premiums
Trade Promotion
discounts to the retailers who stock the product
3. Online Marketing
Websites
Online ads & vids
Social Media
4. Events and Experiences
5. Mobile Marketing
Geotargeting
6. Direct Selling
7. Personal Selling
Criteria for IMC Programs
1. Coverage
The proportion of audience that the communication reached
2. Contribution
How the marketing communication affects the customers on processing the information
3. Commonality
The message should be consistent no matter what type of communications the company use
4.Complementarity
The extent to which different associations and linkages are emphasised across communication options.
5. Conformability
how effective is the marketing communication to different group of consumers.
6. Cost
The per Capita Expense