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B207 Reading 8: The Marketing Mix – Promotion (Marketing Communications) -…
B207 Reading 8: The Marketing Mix – Promotion (Marketing Communications)
1. Defining Promotion and the Promotion Mix
Definition of Marketing Communications:
An audience-centred activity designed to engage audiences and promote conversations. It is a process where organisations and audiences engage to develop and present messages, evaluate replies, and elicit attitudinal, emotional, and behavioural responses.
Promotion Mix:
The combination of various communication techniques used to achieve specific goals.
Key Communication Techniques and Features:
Advertising
Personal Selling
Direct Marketing
Digital Marketing
Public Relations
Sales Promotion
Sponsorship
Integrated Marketing Communications (IMC)
: A cohesive combination of communication activities designed to deliver a coordinated, consistent message to a target market for a synergistic effect.
2. The Communication Process and Problems
Linear Model:
Involves a Source sending a Coded Message through a Medium of Transmission to a Receiver that provides Feedback (Response).
Potential Problems (Shannon and Weaver):
Technical Problem:
Accuracy of the coding of the message.
Semantic Problem:
Accuracy of the decoding of the intended meaning.
Effectiveness Problem:
Effectiveness of the decoded message in eliciting the intended response.
Noise:
Anything in the transmission environment that disrupts the reception of the message. This now includes competing marketing messages and receiver distraction.
Message Appeals:
Messages can be factual, use humour (risky, but encourages sharing), or use emotion (appealing to target audiences).
Complexity:
More complex models recognise multiple message sources and interactions between receivers (e.g., social media). Communications that take place in one medium can jump to discussion in another
3. Message Consistency and Engagement
Inconsistent Messages (Risk):
Mixed messages can impair perceptions of a brand.
Celebrity Endorsement:
Risk that a celebrity's misdemeanour will reflect badly on the brand; companies often include a 'moral turpitude clause'.
Customer Service:
Poor customer service experience can conflict with stated values or advertising messages (e.g., United Airlines flight removal).
Macro Framework of Communications:
Illustrates that the Audience Experience is influenced by four types of communication: Planned, Unplanned, Service experience-based, and Product experience-based
Engagement:
Marketing communications aim to elicit engagement, which has three forms:
Cognitive
: Being absorbed and intellectually immersed.
Relational:
Feeling connected.
Behavioural
: Feeling involved and joining in activities.
AIDA Approach:
Marketing communications help raise Awareness and is the first step in the widely used AIDA model: Attention, Interest, Desire, Action. A variation is Awareness-Interest-Evaluation-Trial-Adoption