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Reading 8: The Marketing Mix - Promotion (Marketing Communications) -…
Reading 8: The Marketing Mix - Promotion (Marketing Communications)
MARKETING COMMUNICATIONS
audience-centred activity designed to engage audiences and promote conversations
three forms of engagement
cognitive
relational
behavioural
AIDA - attention, interest, desire, action
awareness-interest-evaluation-trial-adoption
THE PROMOTION MIX
digital marketing
comms using digital channels
global reach, personalised, targeted, interactive, flexible
expensive set up, intrusive, security risks
sales promotion
purchase incentives
can promote sales
possible damage to brand perceptions, short-term effects
direct marketing
comms directed to target consumers to get immediate response
targeted, personalised, unseen by competitors, easily measurable
low response rates, can cause annoyance
sponsorship
paid association with an event, organisation or person
high visibility, positive association
association can backfire
personal selling
oral comms between salesperson and consumer
personal, interactive, flexible
expensive, dependent on salesperson's skills
public relations
non-paid, third-party comms
high credibility, potential reach and relevance
lack of control over communication
advertising
paid, mass communication through mass media
builds wide awareness
impersonal, one-way, limited flexibility
CHOOSING A MARKETING MIX
consider extent of desired control over the message sent
consider level of financial resources for investment
consider size of target audience and its geographic spread
consider target audiences' preferences and behaviour with respect to media
consider goals of communication
choice of mix can be influenced by competitors activities, cost of media, organisational preferences and marketing strategy
all comms must convey a consistent message
mixed messages can occur
for example, by misdemeanour by celebrity endorsers
customer service needs to be consistent with brand identity
THE COMMUNICATION PROCESS
comms transmit a marketing message from an organisation (the source) to a target 'receiver or audience' using a particular 'medium of transmission'.
factual comms
new, revolutionary product
consumers need to be educated
consumers have to grasp a new concept
using humour
risky - not everyone likes same humour
cna encourage sharing and discussion of message
three potential problems
the accuracy of the coding of the message (technical problem)
the accuracy of the decoding of the intended meaning of the message (semantic problme)
the effectiveness of the decoded message in eliciting the intended response (effectiveness problem)
communications that take place in one medium can jump to discussion in another medium
marco framework of marketing communication