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the marketing mix - promotion (marketing communications) (the…

- - - - wide awareness
    - - impersonal
      - one way
      - limited flexibility
    - - paid
      - mass communication
      - mass media
  - - - personal
      - interactive
      - flexible
      - build relationships
    - - oral communication
      - salesperson and customer
    - - dependant on skills
      - expensive
  - - - low response
      - annoyance
    - - delivered directly
      - targeted
      - immediate respinse
    - - targeted
      - personalised
      - unseen by competitors
      - response easy to measure
  - - - global reach
      - personalised
      - targeted
      - interactive
    - - digital channels
    - - expensive set up costs
      - intrusive
      - security risks
  - - - purchasemincentives
    - - potential damage to brand perceptions
    - - promote sales
  - - - paid
      - association with
        
        event
        
        organisation
        
        person
    - - can backfire
        
        if sponsorship gets bad publicity
    - - high visibility
      - positive association
  - - - non paid
      - third party communication
    - - high credibility
      - reach
      - relevance
    - - lack of control
- - - - can be risky
      - encourage
        
        sharing
        
        discussion
    - - helpful with new launch
      - need to be educated
  - - - coding the message
      - decoding of the intended meaning
    - - of the decoded message
      - eliciting intended response
    - - receiver distraction
      - competing marketing messages
      - media signals
  - - - service experience based communications
      - planned marketing communications
      - product experience based communications
      - unplanned marketing communications
  - - - absorbed
      - intellectually immersed
    - - connected
    - - involved
      - joining in activities
  - - - attention
      - interest
      - desire
      - action