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**THE MARKETING MIX - PROMOTION (MARKETING COMMUNICATIONS) (Promotions Mix…
**THE MARKETING MIX - PROMOTION (MARKETING COMMUNICATIONS)
Promotions
(Marketing Communications)
Audience centred activity designed to engage audiences and promote conversations
Allows org's to communicate with its target audiences
A cohesive combination of marketing communications activities, techniques and media designed to deliver a coordinated message to a target market
Promotions Mix
p.67
Advertising
(paid, mass comm through media)
Personal selling
(Oral com between salesperson & customer)
Direct Marketing
(Comm directly to target consumer for immediate response)
Digital marketing
(Comm through digital mediums)
Sales Promotions
(Purchase incentives)
Sponsorship
(Paid association with event, org or person)
Public Relations
(Non paid, 3rd party comms)
Criteria for choosing a promotions mix
Extent of desired control over message sent
Level of financial resources for investment
Size of target audience
Target audiences' preferences and behaviour with respect to media
Goals of communication
Communications Process
Techniques to transmit a message from the
"source"
to the
"receiver"
through a
"medium of transmission"
Humour is a good technique that can be a risk - not everyone finds the same things funny
3 Potential Problems
Accuracy of coding the message (technical problem)
Accuracy of decoding the message (semantic problem)
Effectiveness of the decoded message in eliciting the intended response (effectiveness problem)
Complex communications models recognise multiple message sources and interactions between receivers
Social networking, for eg. allow for discussion between "receivers"
3 Forms of Engagement
Cognitive
(being absorbed and intellectually immersed)
Relational
(feeling connected)
Behavioural
(feeling involved and joining in activities)
AIDA
A
ttention,
I
nterest,
D
esire,
A
ction
Complexity of Communications - different ways in which targets experience a brand