1. WHAT IS THE COMMUNICATIONS MIX, AND HOW SHOULD IT BE SET
?
2. 1. ADVERTISING
3. ADVERTISING CAN - BUILD LONG TERM IMAGE OR TRIGGER QUICK
SALES
4. ADVERTISEMENT A) PERVASIVENESS REPEAT MESSAGES COMPARE
COMPETITORS
5. B) AMPLIFIED EXPRESSIVENESS DRAMATIZING THE COMPANY AND ITS
BRANDS AND PRODUCTS THIS IS A HAPPYDENT AD SHOWING IT CAN BE USED
TO LIGHT THUS SAVING ELECTRICITY
6. C) CONTROL ADVERTISER CAN CHOOSE ASPECTS OF BRAND AND
PRODUCT ON WHICH TO FOCUS COMMUNICATIONS
7. 2. SALES PROMOTION
8. A) ABILITY TO BE ATTENTION GETTING THEY DRAW ATTENTION AND
MAY LEAD THE CONSUMER TO THE PRODUCT
9. B) INCENTIVE THEY INCORPORATE SOME CONCESSION, INDUCEMENT,OR
CONTRIBUTION THAT GIVES VALUE TO CONSUMER
10. C) INVITATION THEY INCLUDE A DISTINCT INVITATION TO ENGAGE
IN THE TRANSACTION NOW
11. 3. PUBLIC RELATIONS AND PUBLICITY
12. A) HIGH CREDIBILITY NEWS STORIES AND FEATURES ARE MORE
AUTHENTIC AND CREDIBLE TO READERS THA ADS
13. B) ABILITY TO REACH HARD-TO-FIND BUYERS THEY CAN REACH
PROSPECTS WHO PREFER TO AVOID MASS MEDIA AND TARGETED
PROMOTIONS
14. C) DRAMATIZATION THEY CAN TELL THE STORY BEHIND A COMPANY,
BRAND, OR PRODUCT
15. 4. EVENTS AND EXPERIENCES
16. A) RELEVANT A WELL CHOSEN EVENT CAN BE HIGHLY RELEVANT
BECAUSE THE CONSUMER IS OFTEN PERSONALLY INVESTED IN THE
OUTCOME
17. B) ENGAGING GIVEN THEIR LIVE,REAL-TIME QUALITY THEY ARE
ACTIVELY ENGAGING FOR CONSUMERS
18. C) IMPLICIT EVENTS ARE TYPICALLY AN INDIRECT SOFT SELL
19. 5. DIRECT AND INTERACTIVE MARKETING
20. THESE MESSAGES TAKE MANY FORMS- OVER THE PHONE,ONLINE,OR IN
PERSON
21. A) CUSTOMIZED IT CAN BE PREPARED TO APPEAL TO THE ADDRESSED
INDIVIDUAL B) UP-TO-DATE THESE CAN BE PREPARED VERY QUICKLY C)
INTERACTIVE THESE CAN BE CHANGED DEPENDING ON THE PERSONS
RESPONSE
22. PEOPLE TO PEOPLE COMMUNICATION RELATING TO EXPERIENCE WITH
PRODUCTS 6. WORD-OF-MOUTH MARKETING
23. 1) INFLUENTIAL BECAUSE PEOPLE TRUST OTHERS THEY KNOW AND
RESPECT 2) PERSONAL IT CAN BE A VERY INTIMATE KNOWLEDGE THAT
REFLECTS PERSONAL FACTS,OPINIONS,AND EXPERIENCES
24. 3) TIMELY IT OCCURS WHEN PEOPLE WANT IT TO AND ARE MOST
INTERESTED AND OFTEN FOLLOWS NOTEWORTHY EVENTS
25. 7. PERSONAL SELLING
26. FACE TO FACE INTERACTIO N WITH ONE OR MULTIPLE BUYERS TO
BUILD UP BUYER PREFERENC E, CONVICTION AND ACTION.
27. A) PERSONAL INTERACTION IT CREATES AN IMMEDIATE AND
INTERACTIVE EPISODE BETWEEN TWO OR MORE PERSONS. EACH IS ABLE TO
OBSERVE OTHERS REACTIONS
28. B) CULTIVATION IT PERMITS ALL KINDS OF RELATIONSHIPS TO
SPRING UP C) RESPONSE BUYER IS OFTEN GIVEN PERSONAL CHOICES AND
ENCOURAGED TO DIRECTLY RESPOND
29. 1.TYPE OF PRODUCT MARKET 2. BUYER-READINESS STAGE 3.
PRODUCT LIFE-CYCLE STAGE FACTORS IN SETTING THE MARKET
COMMUNICATIONS MIX
30. 1. TYPE OF PRODUCT MARKET ADVERTISING PLAYS A SIGNIFICANT
ROLE
31. PROVIDES INTERACTION TO COMPANY AND ITS PRODUCTS
32. ADVERTISEMENTS CAN CARRY COMPANYS PHONE NUMBER OR WEB
ADDRESS
33. IF PRODUCT HAS NEW FEATURES, ADVERTISING CAN EXPLAIN
THEM
34. IT CAN REMIND CUSTOMERS HOW TO USE THE PRODUCT AND REASSURE
THEM ABOUT THEIR PURCHASE
35. PERSONAL SELLING 4 CONTRIBUTINS WHICH EFFECTIVE SALESFORCE
CAN MAKE ARE -