marketing-mix promotion (marketing communication)
business engage with audience
- Advertising
- Personal Selling
- Direct marketing
- Digital Marketing
- Sales promotions
- Sponsorship
- Public relations
criteria for choosing a promotion mix
control over message sent
financial resources for investment
size of target audience
target audience media preferences
goals of the communication
consistent and coherent message NB
communication process
medium: 1. Factual 2. humour 3. emotion
- Factual - when launching a new product 2. Humour - difficult to humour all customers
3 Problems 1.technical problem 2.semantic problem 3.effectiveness problem
macro-level = audience experience Planned/unplanned marketing communicating. Service/product experience-based communication
3 forms of engagement 1.cognitive 2.relational 3.behavioural