Your marketing mix can put you in contact with a variety of customers if you create it with diversity in mind. You create your marketing mix from a combination of advertising, sales promotion, public ...
I felt relaxed when reading this article, it provided four steps of creating an effective communication mix and used very clear and simple words to explained the steps. Communication channel choosing is important, because the different target consumers will pay their attentions in different places. Therefore the marketers need to select the effective channels to deliver the messages to target consumer groups.
This article includes the marketing mix model and the communication mix model. The marketing communication mix is the deeper analysis and segmentation of the promotion for four ps. As the author provided the four key elements of marketing communication mix, advertising, personal selling, sales promotion and public relations, I totally agree that the advertising is the most important method to deliver the messages to consumers. It is mass communication and is very direct and give most information to a large group of people in very short time. But it is also the most expensive method, it costs alot of the budget, so for marketers, need to create the attractive and efficient advertising to reduce the unneccessary costs. The rest of the three key elements are important as well. The public relation is quite similar to the advertising but it costs much less money. We need to efficiently use the communication mix to manage the brand and create value.
In view of the forgoing, the researcher intends to determine the effectiveness of marketing communication mix in creating awareness of a brand in the Nigeria bottling company 9th mile corner. 1.1 Statement of the problem.
Yunqi Zeng's insight:
This article is really great and explained the marketing mix and communication mix models. The article introduced us the main issues of marketing communication in today world dissectively to start with and broke down the problem into parts and explained how the marketing is and how do we communicate very detailed. Many new knowledges like budgeting models. And it is an interesting and useful article.
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