1. MARKETING Plan Promotion
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MARKETING Plan Promotion
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2. Learning goals Justify the importance of communication in marketing.
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Learning goals
Justify the importance of communication in marketing.
Identify and describe the common types of promotion.
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3. CHAPTER 10
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Key Terms
Promotion ~ any form of communication use to inform, persuade, or remind.
Effective communication ~ exchange of information so there is common understanding by all participants.
Personal selling ~ direct, individualized communication with prospective customers to assess their needs and assist them in satisfying those needs with appropriate products and services.
Advertising ~ any paid form of communication through mass media directed at identified consumers to provide information and influence their actions.
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4. CHAPTER 10
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COMMUNICATION
Provide information to consumers to persuade, inform or remind.
Advertising Media
Salespeople
Internet
Customers provide information in the form of feedback
More specific by understanding the needs and decision-making process of your target market!
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5. Components of Effective Communication
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Components of Effective Communication
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6. Medium: How the sender chooses to send the message
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How it USUALLY LOOKS
Marketer
Encodes Message
Receiver
Decodes Message
Medium: How the sender chooses to send the message
Feedback:
How the
receiver responds
Noise: Gets in the
way of understanding
the message
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7. Communication in action
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SENDER:
Alpro Soya, which wants to promote the benfits of soy milk.
MESSAGE:
Text and images communicate benefits and versatility of their soy milk.
MEDIUM:
Magazine focused on food
RECEIVER:
Readers of the magazine, may interpret that Soya is healthy and makes good smoothies.
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8. Communication in action
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FEEDBACK:
Readers may purchase, call, visit website or do nothing.
NOISE:
Readers might not be sure what Soya is or may feel that you can’t substitute for the dairy products that are essential for good health.
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9. Think about it >>
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Think about it >>
How does identifying a target market improve promotion communications?
Answer
Communication can be developed and directed more specifically if a target market is identified.
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10. PROMOTION Personalized Promotion Mass Promotion
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PROMOTION
Personalized Promotion
Direct communication w/ customer
Tailors information for that customer
a.k.a. Personal Selling
Mass Promotion
Communicates with many people at the same time
Common message
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11. PROMOTION Mass Promotion (continued)
Advertising~ paid communication through mass media to influence the public
Publicity~ non-paid promotion
Public Relations~ ongoing program of paid and non-paid communications. Planned to favorably influence public opinion
Sales Promotions ~activities and materials designed to reinforce a company’s brand or image

12. PROMOTION Mass Personalization
Combines the advantages of personal selling and mass promotion
Begins as mass promotion and then invites prospective customers to call, write, or go online, for a more personal analysis of their needs.

13. CHAPTER 10
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Case Studies (25 points)
With your three tablemates come up with two marketing communication examples (one print advertisement, one video advertisement) and develop a PowerPoint or Prezi that:
Identifies each of the elements of Effective Communication
Identifies who you think the target audience is.
Discusses whether the marketer is demonstrating effective or ineffective communication.
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