1. Communication mix or promotion mix
Chapter = 2
Communication mix or promotion mix

2. 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.”

3. Components of marketing communication
Advertising
Personal selling
Publicity or public relations
Sales promotion
Direct marketing
Internet marketing

4. 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

5. Degree of brand familiarity
Branded or unbranded products
Seasonal product

6. Need for integrated marketing communication

7. Optimum communication mix

8. Promotion mix determination procedure
Consider all available promotional methods
select optimum communication mix
Appropriation for promotion mix
Evaluation of effectiveness of different promotional tools

9. Nature of products
Consume products
Industrial products

10. Differences Advertising and sales promotion
Advertising and personal selling
Advertising and publicity