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THE MARKETING MIX - PROMOTION (marketing communications) (Promotion Mix…
THE MARKETING MIX - PROMOTION (marketing communications)
Marketing Communications
An audience centred activity designed to engage and promote conversations (Fill and Turnbull, 2013 p20)
Promotion Mix
Advertising
Personal Selling
Direct marketing
digital marketing
sales promotion
sponsorship
public relations
selection criteria (Fill and Turnbull 2013)
extent of desired control over the message
size of target audience and geographical spread
level of financial resources
target audiences' preferences and behaviour with respect to media
goals of the communication
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, while achieving a common objective or set of objectives (Govoni 2004)
USA rugby
John Lewis Christmas ad
Celebrity Endorsement (Grant McCracken meaning transfer model 1989)
Communications Process
Designed different ways
factual eg Dyson
humour eg Meerkat
emotion
subject to 3 potential problems
accuracy of the coding - technical
accuracy of decoding - semantic
effectiveness in eliciting intended response - effectiveness
distorted by noise. Shannon and Weaver (1998)
Macro framework (Hughes and Fill 2007)
blend of intellectual and emotional content (Fill and Turnbull, 2013 p7)
relational - feeling connected
Behavioural - feeling involved
cognitive - being absorbed