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Marketing mix PROMOTION - B207, block 1, reading 8 (Promotion mix (Digital…
Marketing mix PROMOTION - B207, block 1, reading 8
Promotion
MARKETING COMMUNICATIONS (MC)
Promotion mix
Digital marketing
Benefits
Targeted
Personalisable
Global reach
Interactive
Flexible
Risks
Intrusive?
Cost to setup?
Security risks
Description
Digital channels
Sales promotion
Benefits
Promote sales
Risks
Damaging
Brand perception
Short-term effects
Desciption
Purchase incentives
Direct marketing
Benefits
Personalisable
Unseen by competitors
Measurables
Easy
Risks
Description
Targeted consumers
Immediate response
Sponsorship
Benefits
High visibility
Positive association
Grant McCraken (1989)
Meaning Transfer Model
Effective transfer
Cultural
Risks
Backfire
Sponsored entity
Negative publicity
'moral turpitude clause'
Description
Paid association
Event
Organisation
Person
Personal selling
Description
Oral
Customer
Sales person
Benefits
Personal
Interactive
Flexible
Relationship building
Risks
Public relations
Benefits
High credibility
Potential reach
Relevance
Risks
Lack of control
Desciption
Non-paid
Third-party comms
Advertising
Benefits
Wide awareness
Risks
Impersonal
One-way
Limited flexibility
Description
Mass comms
Mass media
Paid
Fill and Turnball (2013)
Choice of mix
Criteria
Size
Target audience
Geographic spread
Target audience
(Media) Preferences
Behaviour
Financial resources
Goals
Desired control
Blend intellectual/emotional
Cognitive
Absorbed
Intellectually immersed
Relational
'feeling' Connected
Behavioral
#
'feeling' Involved
Activities
E.g. John Lewis
Integrated MC
#
Cohesive combination
Comms activites
Comms techniques
Comms media
Govoni, 2004
Objectives
Set of...
Single common
Communication Process
Organisation 'source'
Medium of transmission
'audience'
'receiver'
Target
Feedback
#
Problems
Technical
#
Coded message
Accuracy
Noise
#
Technical 'interference'
Shannon and Weaver (1998)
Competing messages
Receiver distraction
Effectiveness
#
Effectiveness of decoding
elicit response
Semantic
#
Decoded message
Accuracy
Claude Shannon (1948)
Hughes and Fill (2007)
Macro-level model
Informal social media
Weakening control
Jump between media
Audience experience
Service experience
Unplanned comms
Planned marketing
Product experience
AIDA
Dibb et al., 2016, p. 471
Interest
Evaluation
Awareness
Trial
Test-drive
Samples
Borrowing
Adoption
Strong (1925)
Interest
Desire
Attention
Action