WHAT IS THE COMMUNICATION
MIX?
HOW SHOULD IT
BE SET?
AND.....
Pervasiveness
Amplified Experience
Control
• Ability to be attention-getting
• Incentive
• Invitation
Ability to reach hard-to-find
buyers
Events And Experiences
Personal
InteractionCultivatio
n
Response
Factors in Setting the Marketing Communication
Mix
• Type of Product Market• Buyer-Readiness Stage• Product Life-Cycle Stage
Buyer ReadinessStage