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Marketing Mix Promotions (Marketing communication techniques (Advertising,…
Marketing Mix Promotions
Marketing communication techniques
Advertising
Personal Selling
Direct Marketing
Digital Marketing
Sales promotion
Sponsorship
Public Relations
the communication process
Potential problems (Shannon and Weaver 1998)
The accuracy of the coding of the message (Technical problem)
The accuracy off the decoding of the intended meaning of the message (semantic problem)
The effectiveness of the decoded message in eliciting the intended response (effectiveness problem)
Choosing Marketing communication mix
Desired control over sent message
level of financial resource
size of target audience and its geographic spread
target audiences preferences and behaviour
goals of the communication
Audience Experience
planned marketing communications
service experience based communications
Unplanned marketing communications
product experience-based communications
Hughes and Fill, 2007
Three forms of engagement (Fill and Turnbull 2013)
Cognitive
being absorbed and intellectually immersed
Relational
Feeling involved and joining in activities
Behavioural
feeling involved and joining in activities