Please enable JavaScript.
Coggle requires JavaScript to display documents.
Reading 8 - The Marketing Mix: Promotion - Coggle Diagram
Reading 8 - The Marketing Mix: Promotion
The Promotion Mix
The various communication techniques such as advertising, personal selling, sales promotion and public relations/product publicity available to a marketer that are combined to achieve specific goals
Criteria for choosing a marketing communication mix
Extent of desired control over the message sent
Level of financial resources for investment
Size of the target audience and its geographic spread
Target audiences' preferences and behaviour with respect to media
Goals of the communication
Communication Process
Communication techniques are designed to transmit a marketing message from an organisation to a target receiver or audience using a particular medium of transmission
Communication process is subject to three potential problems
The accuracy of the coding of the message (technical problem)
The accuracy of the decoding of the intended meaning of the message (semantic problem)
The effectiveness of the decoded message in eliciting the intended response (effectiveness problem)
Can also be distorted by noise - anything in the transmission environment that disrupts the reception of the message
Audience Experience
Planned marketing communications
Service experience-based communications
Unplanned marketing communications
Product experience-based communications
Fill & Turnball 2013 - three forms of engagement
Cognitive - being absorbed and intellectually immersed
Relational - feeling connected
Behavioural - feeling involved and joining in activities