marketing-mix promotion (marketing communication)

business engage with audience

  1. Advertising
  1. Personal Selling
  1. Direct marketing
  1. Digital Marketing
  1. Sales promotions
  1. Sponsorship
  1. 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

  1. 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