Marketing Communication Mix Summary and Research Summary

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 When it comes to Marketing strategies, within the first ''UFC Marketing'' blog post, in the beginning you can see the extended Marketing Mix by Booms and Bitner. It contains one of the most valuable aspects: Promotion. Considering that, there is another marketing mix, but it is known as the Marketing Communication Mix or the Promotional Mix. It breaks down all the important characteristics that have been analysed so far in this blog. The graph will be uploaded at the very end of this blog, so you can all understand how the communication mix is broken down and which aspects delivers what.

                                                                                                 

 Rossiter, J.R.; Percy, L. (1987)



  • Advertisement: Paid form for promotion of services, goods, etc. (''Afrika Burn'' avoids this part, due to the worry of loosing authenticity. Refer to ''Afrika Burn Policies'' post. But it still researches target audience and other ways of promoting the event.
  • Personal Selling: Building customer relations.
  • PR: Obtaining good "corporate image". 
  • Direct Marketing: Direct communication (Example: UFC conferences)
  • Sales Promotion: Short term promotion of goods, which can persuade the customer (discounts, ticket wins, etc.)                             
    Example: UFC fans can sign up for pre-sale ticket codes, which give them the chance to assure a ticket purchase.                                                                                                                                     

In summary, the Marketing Mix (7P's) and the Marketing Communication Mix are the foundation of the research conducted for the UFC Fight between Khabib Nurmagomedov and Al Lquinta and the African cultural festival ''Afrika Burn''. 
 Despite the difference in the event sectors in which they belong to, the marketing strategies and the target audience, it all comes down to Marketing itself.  Figuring out the best ways to promote the event, how to gain more customers, how to obtain favourable publicity and how to keep a good image. Both events can improve some of their marketing strategies, but still, they could both be considered successful in their event sectors. 



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