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Marketing Mix - Promotion (The Promotion Mix (Advertising (Builds wide…
Marketing Mix - Promotion
Marketing communications
An audience-centred activity, designed to engage audiences and promote conversations
The Promotion Mix
Advertising
Builds wide awareness
Impersonal
Personal sellng
Builds relationships
Dependent on salespersons skills
Direct marketing
Targeted and easy to measure response
Can cause annoyance if poorly targetted
Digital Marketing
Global reach
Security risks
Sales promotion
Can promote sales
Potential brand perception damage
Sponsorship
High visibility/Positive Assosciation
Backfire if sponsored entity attracts bad publicity
Public relations
High credibility
Lack of control over communication
Communication Process
Potential problems
The accuracy of the coding of the message (technical problem)
The accuracy of he decoding of the intended meaning of the message (semantic problem)
The effectiveness of the decoded message in eliciting the intended response (effectiveness problem)
Forms of engagement
Cognitive
Being absorbed and intellectually immersed
Relational
Feeling connected
Behavioural
Feeling involved and joining in activities