Marketing Mix - Promotion

Techniques

Advertising

Personal Selling

Direct Marketing

Digital Marketing

Sales Promotion

Sponsorship

Public Relations

Paid, Mass media communication

Builds wide awareness

Impersonal, one way, limited flexibiity

Oral communiction between saleperson and customr

personal, interactive, flexible

expensive, relies on sales skills

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

Comms used through digital channels

global reach, can be personalised, flexible

expensive setup, can be intrusive, GDPR

Purchase incentives

can promote sales

potential damage to brand perception, short term impact

paid association with event, organisation or person

high visibility, positive assocation

potential for negative association

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)

Moral turpitude clause can be added to limit impact

negative press can be generated from droppiing an endorser

due to age for example

conflict can occur if marketing and service received are not aligned

ie message about "caring"and actions that clearly are not

Communication process

Factual

Humour based

Emotion led

helps when launching a product that requires education of consumer

risky as humour is subjective

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

relational

behavioural

feeling connected

being absorbed and immersed

feeling involved

AIDA

Attention

Interest

Desire

Action