Marketing Communication Mix

By Abdulla Israr & Simran Rani

Marketing Communication Mix

Introduction

  • Marketing communication mix (also called promotion mix) refers to the specific blend of communication tools that a business uses to inform, persuade, remind, and influence its target audience about its products, services, or brand.
  • It ensures that the right message reaches the right audience through the right channels at the right time.
  • Marketing communication is central to positioning, brand building, customer engagement, and sales.
  • With the rise of digital platforms, the communication mix has evolved into a blend of traditional and modern tools.

Objectives of Marketing Communication Mix:

  1. Create awareness about products/services.
  2. Persuade customers to prefer and purchase.
  3. Build and sustain brand image.
  4. Differentiate from competitors.
  5. Strengthen customer relationships and loyalty.

Elements of Communication Mix

  1. Advertising
    • Paid, non-personal communication using mass media (TV, radio, print, online, outdoor).
    • Pros: Wide reach, brand image building, message repetition.
    • Cons: Expensive, impersonal, cluttered.
  2. Sales Promotion
    • Short-term incentives to encourage purchase or trial (discounts, coupons, contests, samples, trade allowances).
    • Pros: Immediate sales boost, attracts new buyers.
    • Cons: May affect brand loyalty if overused.
  3. Personal Selling
    • Face-to-face interaction between sales force and prospective buyers.
    • Pros: Two-way communication, customization, persuasion.
    • Cons: Costly, limited reach, time-intensive.
  4. Public Relations (PR) & Publicity
    • Building favorable company/brand image through media relations, press releases, sponsorships, CSR, events.
    • Publicity is unpaid coverage (positive or negative).
    • Pros: Credibility, goodwill, cost-effective.
    • Cons: Limited control, results difficult to measure.
  5. Direct Marketing
    • Direct communication with target customers using mail, email, telemarketing, SMS, catalogues.
    • Pros: Personalized, measurable, cost-efficient.
    • Cons: May be intrusive, limited reach if not targeted well.
  6. Digital/Online Marketing
    • Social media, websites, SEO, content marketing, influencer marketing, online ads.
    • Pros: Interactive, measurable, targeted, cost-effective.
    • Cons: Requires expertise, high competition online.
  7. Sponsorships & Events
    • Supporting events, sports, cultural programs, exhibitions.
    • Builds brand recall and emotional connect.

Models of Communication

  1. Shannon–Weaver Model (1949)
    • Basic linear model:
      • Sender → Message → Channel → Receiver → Feedback (with possible Noise).
    • Highlights importance of clear messages and minimizing noise.
  2. Lasswell’s Model (1948)
    • Framework: Who says What, in Which Channel, to Whom, with What Effect?
    • Useful for analyzing effectiveness of advertising and campaigns.
  3. AIDA Model
    • Marketing communication should follow 4 steps:
      • Attention → Interest → Desire → Action.
    • Helps in structuring promotional messages.
  4. Hierarchy of Effects Model (Lavidge & Steiner, 1961)
    • Stages: Awareness → Knowledge → Liking → Preference → Conviction → Purchase.
    • Explains consumer journey from awareness to purchase.
  5. Schramm’s Model
    • Emphasizes two-way communication and feedback loops.
    • Both sender and receiver encode/decode messages based on experience.

Integrated Marketing Communication (IMC)

  • IMC is the strategic coordination of all promotional tools and channels to deliver a consistent, clear, and compelling message to the target audience.
  • It aims to unify all brand communications across traditional and digital platforms, ensuring synergy.

Components of IMC

  1. Advertising – Mass reach, brand awareness.
  2. Sales Promotion – Short-term incentive tools.
  3. Public Relations (PR) – Reputation and goodwill management.
  4. Direct Marketing – One-to-one engagement with measurable response.
  5. Personal Selling – Relationship-building and persuasion.
  6. Digital Marketing – Social media, online campaigns, email, content, SEO.
  7. Sponsorships/Events/Experiential Marketing – Engaging customers in real-life experiences.
  8. Packaging & Point-of-Sale Displays – Silent salesman influencing purchase decisions.
  9. Internal Marketing – Aligning employees to brand messages for consistent delivery.

Benefits of IMC

  • Consistency in communication across platforms.
  • Reinforces brand identity and positioning.
  • Cost efficiency (avoids duplication of efforts).
  • Builds stronger customer relationships.
  • Improves ROI of marketing efforts.

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