Promotional MixPromotional Mix

MediaMessageSender Encoding

ResponseFeedback

Noise

Decoding Receiver

Elements in the Communication Process

• Sender - party sending the message

• Encoding - message in symbolic form• Message - word, pictures and symbols

that the sender transmits

• Media - the communication channel e.g radio

• Decoding - receiver assigns meaning to symbols encoded by the sender

• Response - reaction of the receiver after being exposed to the to the message

• Feedback - the part of the receiver’s response after being communicated to the sender

• Noise - unplanned static or distortion during the communication process e.g. competitor action (Creature Comforts?)

Promotional MixPromotional Mix

The elements of the The elements of the promotional mix.promotional mix.

Purposes of PromotionPurposes of Promotion

To tell consumers about a company’s …To tell consumers about a company’s …

GoodsGoodsServicesServicesImagesImagesIdeasIdeas

Purposes of PromotionPurposes of Promotion

To persuade consumers to buyTo persuade consumers to buy

Promotion’s Recipe for Success:

Mix various communication

activities together and serve to potential

customers until desired outcome is achieved.

The Top 5 The Top 5 Airlines!Airlines!

Traveler Magazine

FlynnFlynnThe bikesThe bikesthe prosthe prosuse.use.

25% OffCoupon

• AdvertisingAdvertising

• Personal sellingPersonal selling

• PublicityPublicity

• Sales promotionSales promotion

Communication Techniques

The Combination, or Blend, of Marketing The Combination, or Blend, of Marketing Communication Channels Is Called the...Communication Channels Is Called the...

AdvertisingAdvertisingAny paid form of nonpersonal presentation of ideas, Any paid form of nonpersonal presentation of ideas,

images, goods, or servicesimages, goods, or services

The most visible element of the promotional mixThe most visible element of the promotional mix

The New BarchettaThe New Barchetta

• Actual cost of advertisement is Actual cost of advertisement is quite high.quite high.

• Since many people receive the Since many people receive the message, the per contact cost message, the per contact cost is very low.is very low.

GoodsServicesImagesIdeas

The Vet for Your Pet

At Techco, we’re friendly

to our customers

and the environment.

Say No to Drugs.Diamonds from Desmond’s Jewelers are a girl’s best friend.

AdvertisingAdvertising

Messages can be delivered by:Messages can be delivered by:

• TelevisionTelevision• RadioRadio• NewspapersNewspapers• MagazinesMagazines• Direct mailDirect mail• Outdoor advertisementsOutdoor advertisements• DirectoriesDirectories• The InternetThe Internet

Personal SellingPersonal Selling

Determines client needs/wants and responds through Determines client needs/wants and responds through planned, personalized communication that influences planned, personalized communication that influences purchase decisions and enhances future business purchase decisions and enhances future business opportunitiesopportunities

Are you planningon replacing all

of your computersat once?

My budget won’tallow me to replace

them all at once,but I want them to

be compatible.

You might wantto consider leasing

computers. You canget free service

and upgrade to anewer model whenever

you want!

Selling Advantages

• Immediate feedbackImmediate feedback

• FlexibilityFlexibility

I like the soundof this stereo,

but I think it’s alittle large for

my dorm room.

We do carry abookshelf model

with similarsound quality.

Selling Disadvantage

On a per contact basis, On a per contact basis, selling is the most expensive selling is the most expensive

form of promotion.form of promotion.

Sales PromotionSales Promotion • Promotional activities other than advertising, personal Promotional activities other than advertising, personal

selling, and publicity which stimulate purchasesselling, and publicity which stimulate purchases

• Sales promotion activities include:Sales promotion activities include:

Visual merchandising or displaysVisual merchandising or displaysCouponsCouponsProduct demonstrationsProduct demonstrationsInstant rebatesInstant rebatesFree samplesFree samplesFashion showsFashion showsContestsContestsNovelty itemsNovelty itemsTrade showsTrade showsExhibitsExhibits

Importance Importance of the of the

Promotional Promotional MixMix

• Plays a key role in Plays a key role in obtaining and keeping obtaining and keeping customerscustomers

• Enables businesses to Enables businesses to communicate effectively communicate effectively with customerswith customers

• Informs consumers about Informs consumers about goods/services and goods/services and persuades them to buypersuades them to buy

The Promotional Message

Grab ATTENTION

Excite INTEREST

Create DESIRE

Prompt ACTION

AIDA

Media choice?

• Marketing objectives

• Definition of problem e.g falling awareness

• Evaluation of different tools

• choice of optimum mix of promotional methods

• Integration into overall marketing communication programme

Promotional objectives• To support sales increases

• To encourage trial

• To create awareness

• To inform about a feature or benefit

• To remind

• To reassure

• To create an image

• To modify attitudes