Marketing Mix: Promotion
(Marketing Communications)

DEFINITION

'An audience-centred activity, designed to engage audiences and promote conversations' (Fill and Turnbull, 2013, p. 20)

A process through which organisations and audiences engage with one another. Through an understanding of an audience’s preferred communications environments, participants seek to develop, and present messages, before evaluating and acting upon any replies. By conveying messages that are relevant and significant, participants are encouraged to offer attitudinal, emotional and behavioural responses.
(Fill and Turnbull, 2013, p. 20)

Techniques

Advertising

Personal Selling

Direct Marketing

Digital Marketing

Sales Promotion

Sponsorship

Public Relations

Criterian for Choosing

Extent of control desired

Financial Resources

Size of target audience

Target audiences preferences

Goals of the communication

Source

Medium of Transmission

Receiver

Feedback

Noise

Semantic Problem

Effectiveness Problem

Problems

Accuracy of the decoding of the message

Effectiveness of message to give response

Accuracy of the Message

Engagment

Cognitive

Relational

Behavioural