10-4 Plan Promotion

Goals Justify the importance of communication in marketing Identify and describe the common types of promotion

Communication & Promotion Promotion: is any form of communication used to inform, persuade, or remind Effective Promotion Marketers must first understand the communication process Apply effective communication to interact with consumers

The Communication Process Effective Communication: the exchange of information so there is common understanding by all participants The Order of Communication The sender – has info. to communicate to the receiver Communication Channel – the way the information will be transmitted to the receiver Encoding – preparing info. to be communicated Decoding – the receiver obtains info. and interprets it for understanding Feedback – the receivers response to the info.

Communicating Through Promotion The sender: the business The receiver: the consumer Encoding: Promotion Communication Channel: advertising, media, salespeople, internet Decoded: the consumer sees or ears the message

Types of Promotion Personalized Promotion: communicates directly with each customer using information tailored to that person Most effective & expensive Personal selling: direct, individualized communication with prospective customers to assess their needs and assist them in satisfying those needs with appropriate products & services.

Types of Promotion Mass Promotion: communicates with many people at the same time with a common message Advertising: any paid form of communication through mass media directed at identified consumers to provide information and influence their actions Most common forms are television, radio, newspapers

Mass Promotion Publicity: a non-paid promotional communication presented by the media rather than by the business or organization that is being promoted. Public Relations is an ongoing program of non-paid and paid communications. Use to favorably influence public opinion Sales Promotion includes activities and materials designed to reinforce a company’s brand and image.

Mass Personalization Businesses can combine the advantages of personalized and mass promotion

Use a Highlighter Go back into your notes and highlight the following: What are the components of effective communication What are the different types of promotion What is advertising