1. 10-4
Plan Promotion

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

3. 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

4. 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.

5. 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

6. 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.

7. 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

8. 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.

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

10. 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