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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
