Communication Mix Strategy

It needs to develop an integrated communication strategy. The strategy should optimum utilize all possible communication means. Right mix allows to generate brand awareness, followed by brand loyalty and later on building up the brand equity, which can be further extended to new product.

Communication options should be mixed keeping in mind six relevant criteria.

1. Coverage (Proportion of audience reached by right communication option employed)
2. Contribution (The inherent ability of a marketing communication to create the desired response and communication effects in the absence of exposure to any other communication option. The desired response could be building awareness, enhancing image, electing response including sales)
3. Commonality (The entire marketing communication program should be coordinated to create a consistent and cohesive brand image in which brand association share content and meaning.)
4. Complimentary (The extent to which different associations and linkage are emphasized across communication options.)
5. Versatility (The extent marketing communication program is robust and effective for different groups of consumers. It can be achieved by providing different information in one commercial or providing reach information)
6. Cost (All possible communication options must be weighed against their cost to arrive at most effective and efficient communication program which covers the maximum reaches/ target audience)