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Chapter 14 Marketing year 1 BE course

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Chapter 14 of Marketing course of year 1 of Bachelor of Business Economics. Comprehensive notes completed with information from class and the slides provided by the teacher, and all the graphs and schemes seen in the course. Hope they can help you study for the exam :)

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  • June 15, 2024
  • 12
  • 2023/2024
  • Class notes
  • Jessica domen
  • All classes
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chapter 14: Promotion
Type Lecture

Reviewed


THE PROMOTION MIX
Promotion Mix = Marketing Communications Mix

the promotion mix is the specific blend of promotion tools that the company uses to persuasively
communicate customer value and build customer relationship

the chosen set of media and communication channel



Marketing Communications Mix




each category involves specific promotional tools, for example advertising includes broadcast, print, outdoor

the first possible way to categorize the media of the promotion mix



Elements of the promotion mix - POEM-model:

PAID MEDIA → brand pays to use the channel

paid advertising space

towards strangers, general customers in the target group

TV, radio, magazine ads, social media ads, search engine ads, sponsored articles or posts, display
banner ads on websites, sponsoring

OWNED MEDIA → brand controls the channel

paid advertising space

towards customers

brochures, company website, company social media accounts, company blog, company app, in-store
digital signage

EARNED MEDIA → customer becomes a channel




chapter 14: Promotion 1

, message passed between consumers as a result of an experience with the brand

towards and from fans and advocates

word of mouth, customer recommendations, social media mentions, social media shares and reposts,
consumer blogs, reviews, press articles




second possible way to categorise the media of the promotion mix



INTEGRATED MARKETING COMMUNICATIONS
The New Marketing Communications Model

marketing strategies are changing (more focused)

consumers are changing (more informed)

advancements in digital technology have transformed how companies and customers communicate:

new communication tools and platforms include smartphones, social media, IoT devices, streamed
content, online communities, metaverse

digital and social media: more targeted, social and engaging marketing

“digital-first approach” → strong focus on digital advertising

despite the shift toward digital, traditional mass media remain important



content marketing = trying to create, inspire, share and curate marketing content

marketing approach focused on creating valuable, relevant, useful content → feels more natural than
advertisements and does not interrupt the audience

can be digital content such as blogs with recipes, a website with usage tips, an assembly instructional
video, or e-book, whitepaper, podcast, infographic, checklist

can be offline such as retailer food magazine or an event with expert speakers




chapter 14: Promotion 2

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