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Promotion (marketing communications) - Coggle Diagram
Promotion (marketing communications)
the ways in which an organisation can communicate with its target audience
marketing communication techniques
advertising
builds wide awareness
impersonal, one-way, limited flexibility
paid, mass
communication through mass media
personal selling
oral communication between a salesperson and a customer
flexible, interactive, personal. build relationships
expensive, dependent on salespersons skills
direct marketing
communication delivered directly to targeted consumers to elicit an immediate response
targeted, can be personalised, unseen by competitors, easy to measure response
low response rates, cause annoyance
digital marketing
communicating using digital channels
global reach, be personalised targeted and interactive, flexible
set up costs can be expensive, can be intrusive, security risks
sales promotion
purchase incentives
promote sales
potential damage to brand perceptions, short term effects
sponsorship
paid association with an event, organisation or person
high visibility, positive association
association can backfire in sponsored entity attracts bad publicity
public relations
non-paid, third-party communication
high credibility, potential reach and relevance
lack of control over communication
criteria for choosing marketing communication mix
extent of desired control over the message sent
financial resources
size of target audience & geographic spread
goals of the communication
also influenced by the activities of competitors, cost of media, organisations preferences