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Marketing Communications: Block 1 - Reading 8 - Coggle Diagram
Marketing Communications: Block 1 - Reading 8
Introduction to Promotion
Definition - audience centred process designed to engage audiences, promote conversations and encourage cognitive, emotional and behavioural responses.
Goal - convey significant messages through preferred environments to build brand awareness, familiarity and engagement.
Selection Criteria and Integrated Marketing Communications (IMC)
Integrated Marketing Communication (IMC) - developing a cohesive, coordinated message across all media to deliver a powerful, consistent brand identity.
Avoiding Inconsistent Messages:
Celebrity Endorsements - utilises McCracken's Meaning Transfer Model but involves risk (often mitigated using "moral turpitude" clauses.
Service Experience Mismatch - customer service failures can severely contradict advertised brand values (e.g. United Airlines passenger removal).
Selection Criteria - control over message, financial resources, target audience size/location, media preferences and specific communication goals.
The Communication Process & Models
Linear Model - Source -> Coded Message -> Medium -> Decoded Message -> Receiver -> Feedback
Communication Barriers
Technical Problems - inaccuracy in encoding.
Semantic Problems - errors in decoding intended meaning.
Effectiveness Problems - Failure to trigger the desired response.
Noise - distractions, competing marketing messages or signal disruption.
Marco Framework (Hughes & Fill) - Audience experience is built across planned, product experience-based, service experience-based and unplanned communications.
Response Models
AIDA Model - Attention -> Interest -> Desire -> Action
Adoption Model - Awareness -> Interest -> Evaluation -> Trial -> Adoption
The Promotion Mix Techniques
Digital Marketing - online channel engagement, flexible with global reach but incurs set up costs and potential security risk.
Sales Promotion - purchase incentives providing short-term sales boosts, risks damaging brand perception if overused.
Direct Marketing - targeted direct communications aiming for immediate response, measurable and personalizable but can have low response rates.
Sponsorship - paid association with events, people or organisations: offers high visibility, though bad publicity can backfire,
Personal Selling - direct, oral communication between sales staff and customers, highly flexible and relationship-building but expensive.
Public Relations - non-paid third-party communications provides high credibility but lacks control over the final message.
Advertising - paid mass media communication builds wide awareness rapidly but is impersonal, one-way and lacks flexibility.