wk6- Creating an effective communication mix. Measuring results against objectives.
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What Is a Marketing Communication Mix?

What Is a Marketing Communication Mix? | wk6- Creating an effective communication mix. Measuring results against objectives. | Scoop.it
Marketing is a broad business function that includes product research and development, merchandising and distribution processes and pricing, as well as communication or promotion. The communication ...
Jae Woo Park's insight:
Marketing communications mix is the same as a promotion mix and is just another term for promotion mix. There are six marketing communications to put into the mix: Advertising, personal selling, discounts& promotions, public relation, direct marketing, and event sponsorship. This basically all boils down to a mix of promotional efforts to bring in sales and increase brand equity. Each marketing communication mix has own power on marketing but advertising is often the most prominent element of the communication mix. Sometimes, event sponsorship comes out of the marketing communication mix.
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Kier Segui's comment, September 26, 2013 1:52 AM
The article you have chosen is very beneficial for creating a communication mix. The 5 elements, and sometimes 6 elements are all major channels in marketing a product. I agree with your opinion of having a creative strategy to communicate the company's desired message. I also believe it is the first step any marketer should take as the strategy will be the guideline they will follow. Once that has been established the communication mix can be implemented. Each element has its own benefits and each element is effective in promoting a certain a product. But combining various elements from the communication mix can make an even more effective mix.
Charné Olivier's comment, September 26, 2013 6:31 AM
A very good read. It explains a range of marketing communication methods such as Advertising, personal selling, discounts & promotions, PR, direct marketing and event sponsorship. This article gives good explanations on what these methods include. Having a good marketing mix is can benefit the company. A very helpful read.
Amy Davidson's comment, September 26, 2013 9:08 AM
This article of event sponsorship is relevant to my chosen brand, and is interesting how it incorporates event sponsorship as well. I agree with Candace that the elements of an integrated marketing mix in a business are the reasoning behind their success and development for future success, as they are focussed on targeting their key market. A great read, I think Candace picked an article which is highly relevant and topical.
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Developing Effective Marketing Communication Mix | eHow

Developing Effective Marketing Communication Mix | eHow | wk6- Creating an effective communication mix. Measuring results against objectives. | Scoop.it
If you are contemplating a mix of marketing communications tools then you likely realize that using a variety of communications techniques can be more effective than using a "one-size-fits-all" strategy.

Via Erica George, jaklinissaeva, zzz
Jae Woo Park's insight:

This article is about developing an effective marketing communication mix techniques is positive effect on business. it is good tool as integrating the elements within the mix will create powerful promotion efforts. This article suggests the five steps for developing an effective marketing communication mix. For example, identify your target audiences, create key message point, identify your apertures, write the plan and identify your tactics.  

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Elaine Li's comment, September 27, 2013 1:07 AM
Great insight. I think this is a great article in relation to our week 6 coursework because it gives a great develop on how to set up an effective communication mix. In order to implement a good strategy through the marketing promotional mix, there are five steps listed:
1. Identify your target audiences
2. Create your key message points
3. Identify your apertures
4. Write your plan
5. Identify your tactics.
As long as you follow these steps, marketing communication mix will not be a problem to your business anymore.
Swati Tiwary's curator insight, October 2, 2013 9:48 AM
This article outlines the importance of developing an effective marketing communication mix. effective communication with consumers is vital for any business. This part comes under the promotion part of the marketing plan. It is important to have a variety of communication techniques as the target audience for every product is diverse. This articles states 6 ways of developing a good communications mix: 1) its important to have identify the target audience: this can be done by a good extensive research. The target audience needs to be further segmented into categories such as current customers, prospective customers and early adopters 2) Create your key message points: it is important to pin point the key messages that the company wants to impart to the consumers 3) Identify your apertures: it is important to find out the opportunities or openings to reach their audience. For example if a company wants to reach school children then they need to make use of a classroom 4) Its important to write the plan: Writing the plan in a clear and concise manner is important. They key objectives and the plan to fulfill them is important so people have clear guidelines to follow 5) Identify the tactics: tactics are important to meet the overall objective. Its good to use tactics that would appeal to the target audience. Effective communication is vital for integrated marketing communications. communication is not a straight forward or a single dimmentional thing. Its multi faceted just like the market and its consumers. hence it is important to have a mix of different communication strategies to cater to all the different segments of the target audience
Rachel Chen's curator insight, October 3, 2014 12:10 AM

It is a really good base for entrepreneurs and marketers in new startup businesses, as well as organisations who wish to increase brand awareness across a wide audience. It’s first important for any firm to identify its target audience with the use of demographic factors like age, buying habits and any other habits relevant to the organisation. It’s also important to create a key message with the direct information that is going to be communicated to the customers and target audience. This basic process will be the keystone to implementing an effective communications mix and highly recommend using it as planning tool for planning your promotional approach.