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The Marketing Mix - Promotion (Promotion Mix (Digital Marketing, Sales…
The Marketing Mix - Promotion
Promotion Mix
Digital Marketing
Sales Promotion
Direct Marketing
Sponsorship
Personal Selling
Public Relations
Advertising
The Communication Process
Medium of Transmission
NOISE
Decoded Message
Semantic Problem
Receiver
Effectiveness Problem
Feedback
Feedback
Source
Coded Message
Technical Problem
Communication Process Problems (Shannon & Weaver 1998)
Accuracy of the decoding of intended meaning (Semantic Problem)
Accuracy of the coding message (Technical Problem)
Effectiveness of decoded message for intended response (Effectiveness Problem)
AIDA Approach
(Strong 1925)
Interest
Desire
Attention
Action
AIETA
(Dibb et al)
Evaluation
Trial
Interest
Adoption
Awareness
Jobber & Ellis Chadwick 2013