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Marketing Mix - Promotion - Coggle Diagram
Marketing Mix - Promotion
Promotion Mix
Audience-centred
Engagement
Communication techniques
Communication Techniques (Reader p.67)
Advertising
Personal selling
Direct marketing
Digital marketing
Sales promotion
Sponsorship
Public relations
Criteria for choosing
Extent of message control
Financial resources
Size & location of audience
Audiences' preferences & behaviours
Goal
Competitors activities
Media cost
Communication Process
Source
Medium of Transmission
Receiver
Feedback
Potential Problems
Technical (accuracy of coding)
Semantic (accuracy of decoding)
Effectiveness (intended response)
Noise (disruption)
Forms of Engagement (Fill & Turnbull, 2013)
Cognitive (being absorbed)
Relational (feeling connected)
Behavioural (feeling involved)