Post on 18-Jan-2016
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CHAPTER 15
Promotion Means Effective Communication
15.1 Promotion as a Form of Communication15.2 Types of Promotion15.3 Mixing the Promotional Plan
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PROMOTION AS A FORM PROMOTION AS A FORM OF COMMUNICATIONOF COMMUNICATIONGOALSGOALS for Lesson 15.3Explain the three roles of promotion in
marketing.Describe how the communication
process works in marketing.Define the two types of communication
that are important to marketers.
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The Role of The Role of Promotion in MarketingPromotion in MarketingInformPersuadeRemind
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Promotion Is a Promotion Is a Communication ProcessCommunication ProcessSenderEncoding by the senderMessage channelReceiver Decoding by the receiverNoiseFeedback
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Noise
The Communication ProcessThe Communication Process
Decoding by Receiver
ReceiverMessage Channel
Encoding by Sender
Sender
Feedback
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Types of CommunicationTypes of CommunicationInterpersonal communicationInterpersonal communicationTwo-way communicationInvolves two or more people in some kind of
person-to-person exchange
Mass communicationMass communicationOne-way communicationInvolves communicating to huge audiences,
usually through mass media such as magazines, radio, television, or newspapers
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TYPES OF PROMOTIONTYPES OF PROMOTION
GOALSGOALS for Lesson 15.2Describe the advantages and disadvantages
of advertising and publicity as types of promotion.
Explain the advantages and disadvantages of personal selling as a type of promotion.
Define sales promotion and describe its advantages and disadvantages as a type of promotion.
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AdvertisingAdvertising
Advantages of advertisingDisadvantages of advertising
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Examples of Examples of Mass Media AdvertisingMass Media AdvertisingDirect mailOutdoorMagazinesNewspaper
InternetRadioTelevision
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PublicityPublicity
Advantages of publicityDisadvantages of publicity
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Personal SellingPersonal Selling
Advantages of personal sellingDisadvantages of personal selling
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Sales PromotionSales Promotion
Advantages of sales promotionDisadvantages of sales promotion
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MIXING THE MIXING THE PROMOTIONAL PLANPROMOTIONAL PLANGOALSGOALS for Lesson 15.3Explain the four major factors that affect
the promotional mix.Describe the seven steps in the
promotional planning process.
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Elements of Elements of a Promotional Mixa Promotional MixAdvertisingPersonal sellingPublicitySales promotion
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Factors that Affect the Factors that Affect the Promotional MixPromotional Mix
Financial Resources
Policy and Objectives
Marketing Mix
Target Market
PromotionalPromotionalMixMix
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Promotional PlanningPromotional Planning
The promotional planpromotional plan is a carefully arranged sequence of promotions designed around a common theme responsive to specific objectives.
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The Steps The Steps in Promotional Planningin Promotional PlanningAnalyze the marketIdentify the target marketDevelop promotional objectivesDevelop a promotional budgetSelect the promotional mixImplement the promotional planEvaluate the results