THE MARKETING COMMUNICATIONS
MIX
Dr. Pham Thi Hoa
Email: hoa.phamthi@isb.edu.vn
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What is the marketing communication mix?
• The marketing communication mix refers to a set of tools used to
promote services or products to a target set of customers.
• The key is in the name – communication, meaning a list of important
principles and factors that go into the act of promoting those products
and services.
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The twelve factors commonly associated with the marke5ng communica5on mix:
Selling (personal selling)
Adver2sing
Sales promo2on
Direct marke2ng
Publicity and public rela2ons
Sponsorship
Exhibi2ons
Packaging
Point-of-sale merchandising
Word of mouth
Internet/Social Media Marke2ng
Corporate Iden2ty/image
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• Sponsorship
• Sponsorship refers to supporting an event, person, or activity
financially or through some other means, such as products.
Ex: sports games, political campaigns, community events, fairs,
festivals, and volunteer functions.
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• Packaging
• Packaging refers to the enclosing and containment of goods within a
box, or other material for display and sale.
• Ex: Creating a QR code for your packaging that connects to your
website, resource pages or social media could be an effective
touchpoint for customer engagement and improved customer success.
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• Point-of-sale merchandising
• Point-of-sale merchandise is exactly as it sounds like: merchandise
that sits where the sale is taking place.
• Ex: For most stores, customers may see quite a bit of merchandise
sitting next to the register where customers are checking out and
paying for their goods. The idea here is that they will pick up the item
at the last minute in an impulse and purchase the item. Customers
see this a lot with magazines, candy and gum products, and various
other small sized items.
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• Word of mouth
• Some ways to launch word-of-mouth marketing campaign:
• Set up word-of-mouth triggers: Triggers are memorable experiences
or feelings that make people want to talk about the company
business.
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• Ex: Take it from luxury hotel chain Ritz-Carlton, which often make
headlines for its reputation for going the extra mile for its
guests. When a young guest at a Ritz-Carlton in Florida lost his
beloved stuffed giraffe, Joshie, hotel employees not only mailed the
giraffe back but they sent pictures of Joshie lounging by the pool,
getting a massage at the spa and driving a golf cart to reassure the
little boy that his beloved stuffed animal had been well cared for in his
absence. The giraffe even received a Ritz-Carlton ID badge and was
made an honorary member of the Loss Prevention team. The RitzCarlton viral marketing example shows that WOM triggers needn’t be
expensive or extravagant. Simply demonstrating empathy and
creativity can go a long way.
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• Use visual triggers: Create remarkable visual experiences so
customers will want to take photos and share them.
• Ex:‘Instagrammable’ restaurants have one thing in common — they
provide an aesthetically pleasing environment that makes people
want to share their dining experience on social media.
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• Emo8onal provoca8on
• Tapping into people’s emoJons can be an immensely powerful way to
generate shares.
• Ex: In 2019, Dove launched the #ShowUs campaign partnering with
women and non-binary individuals to create a collecJon of 10,000+
stock images that offer a more inclusive vision of beauty for all media
and adverJsers to use. By enabling people to feel seen, regardless of
race, body type or gender, Dove expertly tapped into people’s
emoJons by making them feel like they were a part of something
bigger than themselves.
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• Push ra8ngs and reviews hard.
• Customer reviews are the modern WOM markeJng. Set up feedback
channels to collect tesJmonials — Facebook, Yelp reviews,
Trustreview.vn
• Collect and prominently display honest reviews of your business in as
many places as possible — review websites, social media posts,
online marketplaces and your own website.
• Consumers read an average of seven reviews before trusJng a
business and 85% of consumers trust online reviews as much as
personal recommendaJons.
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• Create an official referral program
• By providing customers with incentives to talk about the brand, the
company can increase the likelihood of WOM.
• Rewards can be anything from:
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Discount off first-time purchase
A gift card or coupon
Cash payments or cashback
Free gifts
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• Exhibitions
• Every industry has an annual or bi-annual trade show convention where the
organization rents out space to vendors in the industry who in turn showcase
their latest products or services and take the opportunity to meet current and
potential customers.
• Typically the local Chamber of Commerce holds an annual exhibition or
two where local businesses can attend. There may be other, local,
professional organizations which hold exhibitions annually in local
community.
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• Brand idenJty & image
• Your brand idenJty or corporate image refers to your company’s
visual appeal. From the company logo to the colors used in the logo
and markeJng collateral, all communicate the company idenJty.
• Customers tend to see the businesses with a consistent image to be
more serious and organized over their counterparts who tend to be
eclecJc in their markeJng collateral design.
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Why Is Integrated Marketing
Communications Important?
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Consistency builds trust
The unified front: avoiding mixed signals
Efficiency: optimized resource utilization
Deepening customer relationships
Navigating the digital landscape
Leveraging multiple channels
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Brand experience-based Marketing
communication mix
• Crea%ng brand experiences that engage directly with current and poten%al
customers, also known as experien%al marke%ng, is a growth area.
• Smith and Hanover (2016) suggest there are seven main factors that help to
account for the increasing popularity of the use of experien%al marke%ng:
1.‘It Carries the Strength of Many’: experien9al campaigns can choose the best
aspects of each tool and media for more effec9ve integrated campaigns.
2.‘It’s Unstoppable’: face-to-face experiences are difficult for consumers to block,
unlike other forms of communica9ons, which consumers are increasingly
avoiding.
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3. ‘It’s the First Singular Converter’: marketers are increasingly moving away from
the view that marke9ng channels have dis9nct roles and mul9-silo marke9ng
campaigns.
4. ‘It’s an Accelerant’: experien9al campaigns can move consumers faster through
the purchase funnel, leading them to a purchase decision more quickly than
other forms of marke9ng.
5. ‘It Drives Life9me Value’: experien9al marke9ng creates an immediate
connec9on with consumers and builds rela9onships.
6. ‘It’s an Engagement Mul9plier’: consumers become more engaged in
experien9al campaigns and this increases brand affinity. They are also more likely
to share their experience.
7. ‘It’s the Marke9ng Mix’s Charger’: experien9alled campaigns improve
effec9veness in other areas of the marke9ng mix.
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Ex: Lucozade Sport Condi1ons Zone on page 600
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