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Marketing communication
- communication between organisations & target customers
Promotion mix
various communication techniques combined to achieve specific goals
should convey consistent & coherent messages
integrated marketing communications
Mixed messages can impair image of brand
Inconsistent messages can occur
if customer service conflicts with values conveyed by the brand
communication techniques
Digital marketing
Sales promotion
Direct marketing
Sponsorship
Personal selling
Public relations
Advertising
Celebrity endorsement
Criteria for choosing a marketing comm mix:
desired control over the message sent
size of target audience & the geographic spread
target preferences & behaviour to media
level of finance
goals
org's preferences & marketing strategy
cost of media
competition
Communication
Organisation ('the source')
Medium of transmission
Target ('the receiver/audience')
Feedback (response)
effectiveness problem
message can be factual &provide info, some humour, emotion to appeal to target
potential problems:
Semantic problem
accuracy of decoding the intended meaning of the message
Effectiveness problem
Draw out the intended response
Technical problem
accuracy of coding the message
Sources of noise
competing marketing messages & receiver distractions
macro-level model
AUDIENCE EXPERIENCE
Product experience-based comms
Service experience-based comms
Unplanned marketing comms
Planned marketing comms
Engagement
forms
Relational
feeling connected
Behavioural
feeling involved & joining in
Cognitive
immersed
AIDA
Attention Interest Desire Action
Single comm won't achieve all these
combined comm should aim to do these
Variation of this model
Awareness Interest Evaluation Trial Adoption
trailing product may be available for some offerings i.e. test driving a car
coded message
semantic problem
Decoded message
technical problem
MARKETING MIX
NOISE
