Please enable JavaScript.
Coggle requires JavaScript to display documents.
The Marketing Mix - Promotion (marketing communications) - Coggle Diagram
The Marketing Mix - Promotion (marketing communications)
The communication process
Communication techniques are designed to transmit a marketing message from an organisation (the ‘source’) to a target ‘receiver or audience’ using a particular ‘medium of transmission
Factual communications can be helpful when launching a new product that is genuinely revolutionary and consumers need to be educated with information about it in order to grasp its concept (Schneider and
Hall, 2011).
Using humour can be risky because not everyone will find the same thing funny, but it can also encourage sharing and discussion of a message by receptive receivers.
The communication process is subject to three potential problems (Shannon and Weaver, 1998):
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).
Communications may also be distorted by noise; this is anything in the transmission environment that disrupts the reception of the message.
However, with the possible exception of internet connections, most media today are generally reliable and other forms of potential sources of noise are considered to be competing marketing messages and receiver distraction.
Fill and Turnbull (2013) emphasise the importance of using marketing communications to elicit engagement of consumers and also those who have the potential to influence consumers in some way through ‘a blend of intellectual and emotional content’
3 forms of engagement
cognitive – being absorbed and intellectually immersed
relational – feeling connected
behavioural – feeling involved and joining in activities.
the range of ways in which an organisation can communicate with its target audiences.
Definiton: An audience-centred activity, designed to engage audiences and promote conversations (Fill and Turnbull, 2013, p. 20).
The promotion Mix
Marketing communication techniques
Advertising
Paid, mass communication through mass media
Benefits: Builds wide awareness
Weaknesses: Impersonal, one-way Limited flexibility
Personal selling
Oral communication between a salesperson and a customer
Benefits: Personal, interactive and flexible
Builds relationships
Weaknesses: Expensive
Dependent on salesperson’s skills
Direct marketing
Communication delivered directly to targeted consumers to elicit an immediate response
Benefits:
Targeted
Can be personalised Unseen by competitors
Easy to measure response
Weaknesses: Low response rates
Can cause annoyance if poorly targeted
Digital marketing
Communication using digital channels
Benefits:
Global reach
Can be personalised, targeted and interactive
Flexible
Weaknesses: Set up costs can be expensive
Can be intrusive Security risks
Sales promotion
Purchase incentives
Benefits: Can promote sales
Weaknesses: Potential damage to brand perceptions
Short-term effects
Sponsorship
Paid association with an event, organisation or person
Benefits: High visibility Positive association
Weaknesses: Association can backfire if sponsored entity attracts bad publicity
Public relations
Non-paid, third-party communication
Benefits: High credibility
Potential reach and relevance
Weaknesses: Lack of control over communication
Criteria for choosing a marketing communication mix (Fill and Turnbull, 2013) include:
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.
The choice of mix can also be influenced by the activities of competitors, the cost of media, an organisation’s and marketing agency’s preferences and marketing strategy (Fill and Turnbull, 2013).