Week 10-Promotion

• Promotion: Communication used to build and maintain relationships by informing and persuading one or more target audiences
• Communication: Sharing of meaning between sender and receiver. Involves encoding and decoding processes.
• Functions of promotion: To persuade, To remind, To inform, To building customer relationships and to assist other elements in the marketing mix.
• Elements of the communication process

  1. Sender: A person or group with a meaning it tries to share
• Elements of the communication process:

  2. Encoding: Converting meaning into signs or symbols for intended receiver
• Elements of the communication process:

  3. Media Channel: Carries the encoded message to the receiver
• Elements of the communication process:

  4. Decoding: Converting the signs or symbols into concepts or ideas and interpreting the message.
• Elements of the communication process:

  6. Feedback: A receivers response to a message

  • Mass medias use: Websites and Facebook i.e. Likes and Tweets
• Elements of the communication process:

  5. Receiver: A person or group that decodes a coded message
• Elements of the communication process:

  7. Noise: Anything that disrupts the communications clarity.
• Integrated Marketing Communications Main Goal: Send a consistent message to the consumer and stakeholders to avoid confusion.
• Promotional Tools:

  1. Personal Selling
  2. Public Relations
  3. Direct & Digital Marketing
  4. Sales Promotion
  5. Advertising
• Two types of integration:

  1. Message integration (Tactical)
  2. Strategic integration
• Push (Promotional Strategy): Mainly focuses on channel members and trying to push the product into the market.

  Producers to Retailers/Wholesalers to Consumers
• Pull (Promotional Strategy): Mainly focuses on end customers and trying to create demand for the product.

  • Consumer to Retailers/Wholesalers to Producers