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Session 7: Promotion, Price & Services/Non-Profits - Coggle Diagram

- - - - Paid, mass communication through mass media.
      - Builds wide awareness
      - Impersonal, one way. Limited flexibility.
    - - Oral communication between salesperson and a customer.
      - Personal, interactive and flexible. Builds relationships.
      - Expensive. Dependent on salesperson's skills.
    - - Communication delivered directly to targeted consumers to elicit immediate response.
      - Targeted. Can be personalised. Unseen by competitors. Easy to measure response.
      - Low response rates. Can cause annoyance if poorly targeted.
    - - Communication through digital channels.
      - Global reach. Can be personalised, targeted and interactive. Flexible.
      - Set up costs can be expensive. Can be intrusive. Security risks.
    - - Purchase incentives.
      - Can promote sales.
      - Potential damage to brand perceptions. Short-term effects.
    - - Paid association with an event, organisation or person.
      - High visibility. Positive association.
      - Association can backfire if sponsored entity attracts bad publicity.
    - - Non-paid, third party communications.
      - High credibility. Potential reach and relevance.
      - Lack of control over communication.