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Marketing Mix - Promotion (Techniques (Criteria for choice (Fill and…
Marketing Mix - Promotion
Techniques
Advertising
Paid, Mass media communication
Builds wide awareness
Impersonal, one way, limited flexibiity
Personal Selling
Oral communiction between saleperson and customr
personal, interactive, flexible
expensive, relies on sales skills
Direct Marketing
comms delivered directly to target consumers
targeted, can be personalised, unseen by competitors, easy to measure response
low response rates, can put-off customers if annoying
Digital Marketing
Comms used through digital channels
global reach, can be personalised, flexible
expensive setup, can be intrusive, GDPR
Sales Promotion
Purchase incentives
can promote sales
potential damage to brand perception, short term impact
Sponsorship
paid association with event, organisation or person
high visibility, positive assocation
potential for negative association
Moral turpitude clause can be added to limit impact
negative press can be generated from droppiing an endorser
due to age for example
Public Relations
non-paid, 3rd party comms
high credibility, reach and relevance
lack of control over comms
Criteria for choice
(Fill and Turnbull, 2013)
extent of control desired
financial resources
size and geographic spread of audience
audiences preference and behaviours
goals of communication
Integrated marketing communications
Delivers, coordinated message, at a targeted group, with a powerful "synergistic" effect
multiple platforms and channels (ie John Lewis)
conflict can occur if marketing and service received are not aligned
ie message about "caring"and actions that clearly are not
Communication process
Factual
helps when launching a product that requires education of consumer
Humour based
risky as humour is subjective
Emotion led
charities for example
Potential problems
Accuracy of coding (technical problem)
accuracy of decoding (is it understood)
effectiveness of the message (is it getting the right response)
Three forms of engagement
Cognitive
being absorbed and immersed
relational
feeling connected
behavioural
feeling involved
AIDA
Attention
Interest
Desire
Action