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Reading 8: The marketing mix - promotion (marketing communications),…

- - - - Benefits
        
        Potentially promotes sales
      - Risks
        
        Potential damage to brand perceptions and its reputation
        
        'Short-term' potential impacts
      - Purchasing incentives
    - - Risks
        
        Impersonal, one-way and limited flexibility
        
        Difficult to manipulate
      - Benefits
        
        Creates broad awareness
        
        Thinking outside the box
      - Description
        
        Paid mass communication through mass media
    - - Non-paid, third-party communication
      - Benefits
        
        High credibility
        
        Potential reach and relevance
      - Risks
        
        Lack of control over communication
    - - Benefits
        
        Personal
        
        Broadened capacity of target market
        
        Builds relationships
        
        Professional experience
        
        Emotional intelligence
        
        Interactive
        
        Flexible
      - Risks
        
        Expensive
        
        Not economical
        
        Dependent on salesperson's skills
        
        Lacking professional experience
        
        Lacking emotional intelligence
      - Description
        
        Oral communication between the seller and customer
    - - Extent of desired control over 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
    - - Three potential problems (Shannon and Weaver, 1998)
        
        The accuracy of the decoding the intended meaning of the message
        
        Semantic problem :warning:
        
        The effectiveness of the decoded message in eliciting the intended response
        
        Effectiveness problem :warning:
        
        The accuracy of the coding of the message
        
        Technical problem :warning:
      - Communication engagement; the three forms: Fill and Turnball (2013)
        
        Cognitive
        
        Relational
        
        Behavioural