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The marketing mix- Promotion (marketing communications) (criteria for…
The marketing mix- Promotion (marketing communications)
criteria for choosing a marketing communication mix
target audience-preferences
goals of the communication
size of target audience plus geographical spread
activities of competitors
financial resources for investing
cost of media
extent of control over message sent
market agencies preferences and strategy
the promotion mix
key features of the marketing communication techniques
digital marketing
use digital channels
benefits- global reach, interactive, personalized, flexible
Risks- expensive setup, security risks, intrusive
sales promotion
purchase incentives
Benefit- promote sales
risks- short term, potentially damage brand perceptions
direct marketing
communicate directly to targeted consumers, give immediate response
benefits-targeted, unseen by competitors, measurable
Risks- annoyance, low response rates
sponsorship
paid association, event, org, person
Benefits- positive, high visibility
Risks- backfire if sponsor ship attracts bad publicity
personal selling
oral communication
Benefits: interactive/flexible
Risks: expensive, dependent of sales persons skills
Public relations
Non-paid 3rd party communications
Benefit- high credibility, potential reach, relevance
Risks- lack of control
Advertising
description- paid mass communication
benefits- wide awareness
Risks- one way/ limited flexibility
The communication process
problems and process
medium of transmission (NOISE)
Receiver (audience)
source( organisation)
subject to 3 potential problems
semantic
effectiveness
technical
message designed in various ways
factual
launch new product, customer need information
humour
encourage sharing and discussion of message by receptive receiver
can be risky
emotion
appeal to audiences
macro-framework of communications
audience experience
service experience based communications
product experience based communications
unplanned marketing communications
planned marketing communications
3 forms of engagement
relational
feel connected
behavioural
feel involved, join in activties
cognitive
being absorbed, intellectually immersed
AIDA
interest
desire
Attention
action
(Jobber & Ellis-Chadwick,2013)
(Fill and Turnbull,2013)
Strong (1925)
