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The Marketing Mix - Promotion - Coggle Diagram
The Marketing Mix - Promotion
promotion mix
marketing communication techniques
advertising
personal selling
direct marketing
digital marketing
sales promotions
sponsorship
public relations
criteria for choosing a marketing communication mix
extent of desired control over message sent
level of financial resources for investment
size of target audience & geographic spread
target audiences preferences & behaviours in respect to media
goals of the communication
communication process
idea
what: marketing message
from: the source (an organisation)
to: receiver / audience
potential problems
technical problem - accurancy of coding of message
semantic problem - accuracy of decoding of message's intended meaning
effectiveness problem - effectiveness of decoded message eliciting the intended response
3 forms of engagement needed from marketing communications
cognitive - being absorbed and intellectually immersed
relational - feeling connected
behavioural - feeling involved and joining in activities