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Promotion (marketing comms) (criteria (reach (size of audience, global…
Promotion (marketing comms)
communication mix
digital marketing
emails etc
global, flexible
intrusive, security risks
sales promotion
incentives
promote sales
short term
direct marketing
direct communication
targeted,personalised
low response
sponsorship
League cup
high visibility
dependent on associated event
personal selling
Oral
personal, builds relationships
expensive,skill dependant
PR
3rd part comms
high credibility
lack of control
advertising
paid for
wide awareness
impersonal, unflexible
criteria
reach
size of audience, global spread
behaviour
preferences
target audience
financial
resources available
goals
of comms
control
how much?
competitors
costs
strategy
preferences
comm process
source
medium of transmission
factual
humour
emotions
target
problems
accuracy
coding message
technical problem
accuracy
decoding meaning
semantic problem
effectiveness
decoded message
eliciting response
effectiveness problem
macro framework (hughes and fill 2007)
planned
product experience
unplaned
service experience
audience experience
engagement
relational
feel connected
behavioural
feel involved
cognitive
immersed
intellectually
awareness
familiarity
AIDA (strong 1925)
interest
desire
awareness
action
distortion
'noise'
social media