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The marketing mix – promotion (marketing communications) (Criteria to…
The marketing mix – promotion (marketing communications)
Marketing
communications
An audience-centred activity, designed to engage audiences and
promote conversations.A process through which organisations and audiences engage with one
another.
promotion mix
the various communication techniques such as advertising, personal selling, sales promotion, and public relations/product publicity available to a marketer that are combined to achieve specific goals
Advertising
Paid, mass communication through mass media
Personal selling
Oral communication between a salesperson and a customer
Direct marketing
Communication delivered directly to targeted consumers to elicit an immediate response
Digital marketing
Communication using digital channels
Sales promotion
Purchase incentives
Sponsorship
Paid association with an event, organisation or person
Public relations
Non-paid, third-party communication
Criteria to choose Marketing Communication Mix
extent of desired control over the message sent
level of financial resources for investment
size of the target audience and its geographic spread
target audiences’ preferences and behaviour with respect to media
goals of the communication
Communication process
Potential problems
the accuracy of the coding of the message (technical problem)
the accuracy of the decoding of the intended meaning of the message
(semantic problem)
the effectiveness of the decoded message in eliciting the intended
response (effectiveness problem).
using marketing
communications to elicit engagement of consumers
cognitive – being absorbed and intellectually immersed
relational – feeling connected
behavioural – feeling involved and joining in activities
marketing communications. AIDA stands
Attention
Interest
Desire
Action