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