Professional Documents
Culture Documents
MIX)
PROMOTION MIX
Marketing communications are the means by
ADVERTISING
SALES PROMOTION
Incentives designed to stimulate
PERSONAL SELLING
1. The growth of innovative promotional tools & the need to integrate them
2. Specialized media vehicles for niche target customers
3. Growth of retailer dominated market & passing of control from manufacturer to the
customer.
4. Growth of database marketing
5. Wider geographical coverage through internet
6. Higher accountability & performance linked compensation schemes.
COMMUNICATION PROCESS
Major Parties in
Communication : Sender
& Receiver
Major Communication
Tools : Message & Media
Major Communication
Functions: Encoding,
Decoding, Response &
Feedback
Sender: The party sending the message to another party, E.g Hospital to Target Audience
Encoding: The process of putting thought into symbolic form , words and illustrations into an
advertisement that will convey the intended message.
Message: The set of symbols that the sender transmits, Single Specialty Ad
Media: The communication channels through which the message moves from sender to receiver.
Decoding: The process by which the receiver assigns meaning to the symbols encoded by the
sender.
Receiver: The party receiving the message sent by another party
Response: The reactions of the receiver after being exposed to the message can be brand
awareness, can result in purchase or can lead to no response.
Feedback: The part of the receivers response communicated back to the sender, research for the
response of campaign , customers writes to the company for their feedback
Noise: The unplanned static or distortion during the communication process, which results in the
receivers getting a different message than the one the sender sent.
Brand equity is the added value endowed on products and services, which may be reflected
in the way consumers, think, feel, and act with respect to the brand.
Get Attention
Hold Interest
Arouse Desire
Obtain Action
Rational appeal
Emotional appeal
Moral appeal
Personal communication
Non-personal communication
Face-to-face
Phone
Internet chat
Company
Independent experts
Word of mouth
14-31
Salespeople
Independent experts
Consumer advocates
Buying guides
Word of mouth
Friends
Neighbors
Family
SALES PROMOTION
Companies uses sales promotion tools coupons, contests, premiums, and
the like to draw a stronger and quicker buyer response, including short run
effects such as highlighting product offers & boosting sagging sales .
PERSONAL SELLING
Personal Interaction : Personal selling creates an immediate and interactive episode
between two or more persons, each party is able to observe the others reactions.
Cultivation : It also permits all kinds of relationships to spring up, ranging from a
matter of fact selling to deep personal friendship.
Response : The buyer may feel under some obligation for having listened to the sales
talk.
r Readiness Stage : Communication tools vary in cost effectiveness at different stages of buyer readines
Awareness & Publicity play the most
important role in the awareness building
stage.
Customer Comprehension is primarily
affected by advertising and personal
selling.
Customer conviction by personal selling
Closing the sales by personal selling &
sales promotion
Reordering by personal selling ,sales
promotion & reminder advertising
Product Life Cycle : Communication tools also vary in cost effectiveness at different stages of
the product life cycle.
In the Introduction stage advertising ,events & experiences and publicity have the
highest cost effectiveness, followed by personal selling to gain distribution
coverage's and sales promotion and direct marketing to induce trial.
In the growth stage demand has its own momentum through word of mouth.
In the maturity stage advertising , events & experiences and personal selling all
become more important.
In the decline stage, sales promotion continues strong ,other communication tools
are reduced and sales people give the product only minimal attention.
20% not
aware
60% not
aware
40% did
not try
100% market
100% market
80% aware
60% tried
80%
disappointed
40% aware
30% tried
20% satisfied
Total
Awareness
Brand A
Brand Trial
Satisfaction
Total
Awareness
Brand B
Brand Trial
20% disappointed
80% satisfied
Satisfaction