Please enable JavaScript.
Coggle requires JavaScript to display documents.
The marketing mix – promotion (marketing communications) (Choosing…
The marketing mix – promotion (marketing communications)
Marketing promotion/communications
An audience-centred activity, designed to engage audiences and promote conversations
Marketing communication techniques
digital marketing
Sales promotion
direct marketing
Sponsorship
Personal selling
Public relations
Advertising
Choosing marketing techniques
geographical spread and size of target audience
target audiences preferences and behaviours
financial resources for investment
goals of communication
extent of desired control
Cost of media
Influence of competitors
marketing preferences and strategy
Communication process
Factual
Launching a new product
Humourous
Problems
decoding of intended meaning (semantic)
Accuracy of coding (technical)
effectiveness of decoded message in relation to response (effectiveness)
influence customer and target engagement
relational
behavioural
cognitive
AIDA - ATTENTION INTEREST DESIRE ACTION