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Marketing Mix - Promotion (Communications Process (Factual Communications,…
Marketing Mix - Promotion
Promotion Mix
Techniques
Advertising
Personal Selling
Sales Promotion
Public Relations
Achieve Specific Goals
Communication Techniques
Advertising
Personal Selling
Direct Marketing
Digital Marketing
Sales Promotion
Sponsorship
Public Relations
Descriptions
Benefits
Risks
Direct Marketing
Digital Marketing
Sponsorship
Communications Mix
Criteria
Extent of Control over Message
Level of Financial Resources for Investment
Size of Audience / Geographic Spread
Media
Audience Preference/Behaviour
Goals of Communication
Influences
Media Cost
Agencies Preferences
Competitors
Integrated Marketing Communications
Inconsistencies
Use of Celebreties
Moral Turpitude
Communications Process
Techniques
Transmit
Message
Organisations
Target Receiver
Medium of Transmission
Factual Communications
New Products
Genuinely Revolutionary
Education Needed
Understand Concept
May use Emotion
Emotion
Charities
Humour
Risky
Different Opinions
Meerkat
The 3 Problems
Technical Problem
Accuracy
Coding
Message
Semantic Problem
Accuracy
Decoding
Intended Meaning
Effectiveness Problem
Effectiveness
Decoded Message
Eliciting
Intended Response
Noise
Transmission Environment
Disruption
Reception
Message
Concept
Shannon&Weaver 1998
Technical Distortions
Complexity
Multiple Source
Receiver Interaction
Relayed Messages
Social Media
Weakened Control
One Medium to Other
Macro Level
Audience Experience
Communications
Planned Marketing
Service Experience-based
Product Experience-based
Unplanned Marketing
Fill&Turnbull 2013
3 Forms of Engagement
Cognitive
Intellectually Immersed
Relational
Connected
Behavioural
Involved
AIDA
Attention
Interest
Desire
Action