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Block 1: Session 7 - Promotion (Marketing communications) (AIDA approach …
Block 1: Session 7 - Promotion (Marketing communications)
Marketing communications = An audience-centred activity, designed to engage audiences and promote conversations.
The communication process
Source -
(Coded message) -
Medium of transmission -
(Decoded message) -
Receiver
(Feedback to source)
Problems that can occur
Technical
Semantic
Effectiveness
Noise
Simple, linear process written by Claude Shannon, 1948
Macro-level model
Illustrates complexity of communication
Different ways target audience experiences a brand
Planned marketing communication
Service experience-based communications
Unplanned marketing communications
Product experience-based communications
The promotion mix
Various communication techniques/ All have benefits and risks
Advertising
Personal selling
Direct marketing
Digital marketing
Sales promotion
Sponsorship
Public relations
Criteria
Desired control
Finances
Audience size
Audience preferences
Goals
Integrated marketing communications
A cohesive combination of marketing communications activities, techniques, and media designed to deliver a coordinated message to a target market with a powerful or synergistic effect, whilst achieving a common objective or set of objectives (Govoni, 2004)
Fill and Turnbull (2013)
Three forms of engagement
Cognitive
Relational
Behavioural
AIDA approach (Strong, 2925)
Attention
Interest
Desire
Action
Combined communication should aim to support all 4 steps
Awareness-Interest-Evaluation-Trial-Adoption (Dibb, et al., 2016)
Adaption of AIDA approach
Trial is not always possible e.g. flight, haircut