SESSION-7-Marketing promotion.pdf - SESSION 7 MARKETING MIX PROMOTION Promotion is the marketing term used to describe all marketing communications

SESSION-7-Marketing promotion.pdf - SESSION 7 MARKETING MIX...

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SESSION 7: MARKETING MIX: PROMOTION Promotion is the marketing term used to describe all marketing communications activities and includes personal selling , sales promotion , public relations , direct marketing , trade fairs and exhibitions , advertising and sponsorship . Communication to build and maintain relationships by informing and persuading one or more audiences. INTEGRATED MARKETING COMMUNICATIONS (IMC) Refers to the coordination of promotion and other marketing efforts to ensure maximum informational and persuasive impact on consumers. Major Goal: To send a consistent message to customers. COMMUNICATIONS A sharing of meaning through the transmission of information MARKETING COMMUNICATION PROCESS is made for a car manufacturer. The car manufacturer (sender) pays for a specific advert with contains a message specific to a target audience (encoding). It is transmitted during a set of commercials from a radio station (message/medium). The message is decoded by a car radio (decoding) and the target consumer interprets the message (receiver). He or she might visit a dealership or seek further information from a web site (Response). The consumer might buy a car or express an interest or dislike (feedback). This information will inform future elements of an integrated promotional campaign. Perhaps a direct mail campaign would push the consumer to the point of purchase. Noise represents the thousands of marketing communications that a consumer is exposed to everyday, all competing for attention. Sender (Source) A person, group, or organization with a meaning attempts to share with a receiver or a n audience. Coding process (encoding) Converting meaning into a series of signs or symbol. Decoding process Converting signs or symbols into concepts and ideas. Receiver The individual, group, or organization that decodes a coded message. Noise Anything that reduces a communication’s clarity and accuracy. Feedback The receiver’s response to a decoded message. Role of promotion in Marketing mix Focus on how to attract the attention of consumers and motivate them to take action or make a purchase and to ensure the right consumers are reached and objectives are met. PROMOTIONAL MIX Advertising Advertising is defined as any paid form of non- personal presentation and promotion of ideas, goods, and services by an identified sponsor. It is a
way of mass communication. It is the most popular and widely practiced tool of market promotion. Major part of promotional budget is consumed for advertising alone. Various advertising media television, radio, newspapers, magazines, outdoor means and so forth are used for advertising the product. It is used to develop attitudes, create awareness, and transmit information in order to gain a response from the target market. There are many

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