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BXY207 Reading 8: The Marketing Mix - Promotion (Marketing Communications)…
BXY207 Reading 8: The Marketing Mix - Promotion (Marketing Communications)
Marketing Communications represents the ways in which an organisation can communicate with its target audiences
An audience-centred activity, designed to engage audiences and promote conversations (Fill and Turnbull, 2013, p. 20)
The promotion mix
Comprises techniques (advertising, personal selling, sales promotion, public relations, product publicity) that are combined to achieve specific goals (AMA, 2014)
Criteria for choosing a marketing communication mix (Fill and Turnbull, 2013)
Extent of desired control
Financial Resources
Size of target audience
Target audience preference
Communication goals
Integrated Marketing Communications
A combination of marketing comms, activities, techniques and media that deliver a coordinated message to a target market
Synergistic effect
Achieves a common set of objectives
Celebrity endorsements can be effective at transferring cultural meanings to a brand based on their personality traits and life style meanings (Grant McCracken, 1989) - Also risky as scandals may happen which can damage a brand image
The Communication process
Communication techniques are designed to transmit a marketing message from an organisation (SOURCE) to a target (RECIEVER/AUDIENCE) via (TRANSMISSION)
Subject to 3 potential problems (Shannon and Weaver, 1998)
Accuracy of coding
Accuracy of decoding
Effectiveness of the coded message
More complex models of communication: Messages are relayed through informal social media networks, weakening the control an organisation has over the message
Forms of Engagement Fill and Turnbull (2013)
Cognitive
Being intellectually immersed
Relational
Feeling connected
Behavioural
Joining in
The AIDA approach (Attention, Interest, Desire, Action) by (Strong, 1925).