Define communication mix and how it should be set.

[Val Vieux]

Chapter 17 in Kotler:

Marketing communications mix consists of eight major modes of communication, according to Kotler (p 478).  The eight modes of communications include advertising, sales promotion, events and experiences public relations and publicity, direct marketing, interactive marketing, word of mouth marketing, and personal selling. 

Advertising introduces and brings awareness to the product.  Sales promotion encourages the customer to trial or sample the product by drawing them in by advertising in various ways.  Events and experiences take the product to the consumer by way of special events and activities. 

Public relations and publicity can tell the story behind a company, brand or product stated by Kotler (p. 491).  For those consumers difficult to find, public relations may have credible qualities to draw them toward their products.

Direct and interactive marketing cuts out the middle and goes straight to the customer by way of multiple avenues.  Person to person, by word of mouth eventually pays off favorably or unfavorably which depends of the quality of the product and who your audience is that you are trying to reach.  Personal selling is face to face interaction according to Kotler (p. 478).  The buyer has a relationship with the seller is able to dialog, ask questions and serve as a credible source to the buyer. 

Integration of the eight major modes of communication for marketing strategies brings fundamental interactions between the consumer and the product.  It is important to evaluate how well you are doing, anticipate competition, and create opportunities to expand as needed. 

1)    What brand associations do you have that are favorable or unfavorable and why?

2)   In the 8 major modes of communication in the marketing communication mix, discussed why integration important?

 

[lindsey...@yahoo.com]

 

The first favorable brand association that comes to mind is the great Chick-fil-a! Val, I know that you have yet to experience this amazing phenomenon, but you are sure missing out! On page 478, Kotler and Keller state “Marketing communication activities contribute to brand equity and drive sales in many ways: by creating brand awareness, forging brand image in consumers’ memories, eliciting positive brand judgments of feelings and strengthening consumer loyalty.”  Chick-fil-a executes the marketing communications mix very effectively, by integrating all portions into their day-to-day operations, as well as marketing and PR.  Chick-fil-a (http://www.chick-fil-a.com/FAQ#?category=1), states “A part of our corporate commitment is to be responsible stewards of all that God has entrusted to us.”  I believe this is why Chick-fil-a is able to constantly maintain an even communications mix.  Romans 1:12 (NCV) states “I mean that I want us to help each other with the faith we have.  Your faith will help me, and my faith will help you.” Chick-fil-a not only uses the marketing communications mix to reach and exceed organizational goals, they meet the needs of others through charity and community donations.  With the recent publicity/controversy involving Chick-fil-a, is their brand affected?  How, in your opinion?