Promotion 2

Promotional Concepts

The hairy, brown gorilla wasn’t content on the banana because he craved a big enchilada with cheese, sour cream, and guacamole.

Communications Communication is the exchange of meanings between

individuals through a common system of symbols. (Merriam Webster Dictionary)

Communication takes place when one mind so acts upon its environment that another mind is influenced, and in that other mind an experience occurs which is like the experience in the first mind, and is caused in part by that experience. (English literary critic, I.A. Richards)

Any act by which one person gives to or receives from person information about that person's needs, desires, perceptions, knowledge, or affective states. Communication may be intentional or unintentional, may involve conventional or unconventional signals, may take linguistic or nonlinguistic forms, and may occur through spoken or other modes.(National Joint Committee for the Communicative Needs of Persons with Severe Disabilities)

Communications DefinitionA sharing of meaning in which

the sender and the receiver have a common understanding of the symbols, words, and pictures used to transmit information

Word

The Communications Process

Sender/sourceA person, group, or organization

who is the originator of the message they intend to share with an audience

EncodingPutting the message into

language and/or symbols that are familiar to the intended receiver

Medium of Transmission/ChannelThe medium the sender chooses

to transmit the encoded message

DecodingInterpreting the message or

symbols and converting them into concepts and ideas

ReceiverA person, group, or organization

that the message is intended for. They decode the coded message

FeedbackThe receiver’s response to the

message

NoiseInterference that can cause the

message to be incorrectly decoded by the receiver

The Communications Process

Noise

Noise

The Communications Process

PROMOTION

PromotionAny form of communication a

business or organization uses to inform, persuade, or remind people about its products and improve its public image

Product PromotionUsed to convince customer’s to

purchase their products/services instead of their competitor’s products/services. ◦Emphasizes features/benefits◦Identify where the product/service is

sold◦Advertise sales◦Answer customer questions

Institutional PromotionPromotion used by a business to

create a favorable image for itself or advocate for change◦Does not directly sell a product or

service◦Fosters a favorable image for the

company This favorable image may lead to

increased sales

PROMOTIONAL MIX

Promotional MixCombination of advertising,

personal selling, sales promotion, direct mail, public relations, and sponsorships◦All of the tools available to the

marketer for ‘marketing communications’

Advertisingpaid form of non-personal

communication. ◦Develops attitudes◦Creates awareness◦Transmits information to gain a

response from a target market Examples: Newspapers, magazines,

journals, television, radio, outdoor, online

Personal SellingPaid personal advertising

◦Sales person making sales presentations Inform customers about

products/services Goal: customer to purchase the

product/service.

◦Non-personal selling—Advertising, publicity, sales promotions

Sales PromotionsAll marketing activities (except

personal selling, advertising, and public relations) ◦Used to stimulate consumer

purchasing and sales effectivenessExamples: BOGO, coupons,

money-off promotions, free accessories, introductory offers

Direct MailDirected to a targeted group of

customers◦Examples: printed direct mail or

electronic mail

Public RelationsDeliberate, planned, and

sustained effort to influence opinion and create a favorable image about a business/organization, its products, or its policies

SponsorshipsWhen an organization pays to be

associated with a particular event, cause, or image