1. Marketing Communication Mix
Samuel T. Ramos, Jr., MCM

2. Explain the concept of marketing communication mix.
Market Segmentation
Explain the concept of marketing communication mix.
Define the nature of marketing communications
Understand the factors influencing the communications mix.

3. Concept of Marketing Communication Mix
The marketing communications mix is the specific mix of advertising, personal selling sales promotion, public relations, and direct marketing a company uses to pursue its advertising and marketing objectives.
The marketing mix should be viewed as an integrated and coordinated package of benefits that reflect the characteristics of customers and various targeted publics and satisfy their needs, wants, and expectations. The elements of the marketing mix should be integrated because each element of the mix usually has some impact, direct or indirect, on the other three.

4. A marketing communications mix is the same as a promotion mix and is just another term for promotion mix. There are five marketing communications to put into the mix: Advertising, sales promotion, public relations, personal selling and direct marketing. This basically all boils down to a mix of promotional efforts to bring in sales and increase brand equity.
Marketing is a broad business function that includes product research and development, merchandising and distribution processes and pricing, as well as communication or promotion. The communication mix refers to specific methods used to promote the company or its products to targeted customers.

5. One of the key elements in a marketing communications mix is advertising. Making prudent use of various types of media advertising, including print and electronic media, makes it possible to connect with consumers who are likely to be attracted to the goods and services offered. This approach will normally tout the benefits of the products in some manner, as well as provide consumers with ideas of how the products can be purchased.

6. Sales promotions are also an important part of a marketing communications mix. Offering incentives such as coupons, discount vouchers, and short-term sales prices can often be just enough to tempt consumers into buying a product. Assuming the quality is acceptable, the consumer will likely be back even after the promotions have concluded.

7. Personal selling is also important to the marketing communications mix
Personal selling is also important to the marketing communications mix. This involves face to face efforts with customers made by the sales and marketing team, with the goal being to generate sales. To this end, the development of support materials that aids the sales team during these types of personal encounters can go a long way toward increasing the chances of generating new business.

8. Many companies find that direct marketing campaigns can make a huge impact on the success of a business or product. Approaches such as direct mail campaigns that deliver information through the post to prospective customers, as well as targeted campaigns touting the benefits of the products, work very well with certain types of consumers. While the level of success varies, this approach has a long history of generating sales, especially when the marketing copy used for the campaigns is well- crafted.

9. A final component of a marketing communications mix is competent public relations efforts. Building name recognition among customers can aid the effort of marketing goods and services, especially if those public relations efforts create a positive perception of what the business is all about. Creating and maintaining a reputation for high quality, fair prices, and an eye for developing new products that consumers can use will go a long way toward aiding in the success of a business, and increasing the chances of that company remaining in the business

10. Direct Marketing
Direct Marketing includes some aspects of both sales promotions and personal selling. It is interactive communication with customers where the company’s message seeks or implores a response from targeted customers. and direct mail are common formats. These messages are sent to customers with special offers or calls to action, often promoting limited-time deals or new product launches. Mail-order clubs, online or print surveys and infomercial are other examples of direct marketing communication.

11. Event Sponsorship
Event sponsorship is the element sometimes left out of the five-element communication mix. Many models include it within advertising. Event sponsorship occurs with a company pays to have a presence at a sports, entertainment, nonprofit or community events. The sponsorship may include a mix of benefits including booth representation during the event to hand out samples, gifts and literature, name mention during the event and ad spots connected to the event.

12. The nature and objective of marketing communications
The nature of marketing communication comes down to one thing influencing target market so consumers feel enthusiastic about what company offers. Without marketing communication, potential buyers may never hear about services or products. This could result in missed sales opportunities and profits.

13. --informative --persuasive and --reminder tactics Forms
The three forms of marketing communication
--informative
--persuasive and
--reminder tactics