Please enable JavaScript.
Coggle requires JavaScript to display documents.
Promotion decisions = communication to build and maintain relationships by…
Promotion decisions = communication to build and maintain relationships by informing and persuading one or more audiences
Communication process
-
-
communications channel = the medium of transmission that carries the encoded message from the source to the receiver or audience
receiver = the individual, group or organisation that decodes a coded message
encoding process = converting meaning into a series of signs or symbols that are meaningful to the intended receiver
-
source/sender = a person, group or organisation with a meaning it tries to send
-
communication = a sharing of meaning, the transmission of information
Marketing communications mix = a combination or marketing methods used to promote a specific product
-
personal selling
often closest relationship, freedom to adjust message, usually most expensive
paid personal communication that attempts to inform customers and persuade them to purchase products in an exchange situtation
publicity
news release, press conference, feature article, captioned photograph
communication in a news story form about the organisation, its products, or both, and transmitted through a mass medium at no charge
sales promotion
consumer = coupons, refunds, frequent user incentives etc
trade = sales content, trade allowance, free merch and gifts
an activity and/or material meant to induce resellers or sales people to sell a product or get consumers to buy it
public relations
communication efforts used to create and maintain favourable relations between an organisation and its stakeholders
-
word of mouth
-
personal, informal exchanges of information that customers share with one another
product placement
subtle, powerful, easy, can be misleading or fall outside codes of conduct
-
advertising
paid non-personal communication about an organisation and its products transmitted to target audience through mass media
-
advertising campaign
- Identify and analyse target audience
- Define advertising objectives
- Create advertising platform
-
-
-
-
- Evaluate effectiveness - pretest, consumer panel, post test (recognition/unaided recall)
-
Integrated marketing communications (IMC) = the coordination of promotional efforts for maximum informational and persuasive impact on customers
-
- Selecting elements for the marketing communications mix
-
resources, objectives, policies
-
-
-
push and pull channel policies. push = promoting a product only to the next institution down the marketing channel. pull = promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel
To persuade = stimulate demand, encourage product trial, reduce sales fluctuations
To inform = create awareness, identify prospects
To remind = retain loyal customers, combat competitive promotional efforts