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Marketing Communication and

Promotion Strategy

What marketing

Communication?

It is an attempt of business to influence its

potential customers.

What is

Promotion?Promotion is applied marketing communication

Target marketing communication is used to

remained managers that all elements of the

promotional mix should be coordinated

systematically planed to be in harmony with

the others.

What is Target

marketing

communication?

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Element of Promotion

Types of Communication

Media

Direct Human Communication

Indirect Communication.

Interactive Communication.

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Element of Promotion

Is a demand -stimulating activity designed

to supplement advertising and facilitate

personal selling.

It is paid by the sponsor and frequently

involved a temporary incentive toencourage a purchase.

Sales

promotion

Consist of a wide variety ofcommunication efforts designed

to contribute or create positive

attitude and opinions towards an

organization and its products

PublicRelation

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Element of Promotion

Is a special form of

public relation that

involves news storiesabout an organization it

its product or service.

Publicity

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The Communication Process

What is

communication?

Is the verbal or nonverbal transmission of

information from someone wanting to

express an idea and to another who is

expected or expecting to get that idea.

Elements ofcommunica

tion

A Message

A source of the massage

Communication channel

Receiver

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Encoding theMessage

Encoding is the process of translating the

idea to be communicated into a symbolic

massage consisting words, pictures,

numbers, gestures or the like.

Transmitting theMessagethrough achannel

After encoding into a transmittable it must

be sent through a channel of

communication.

Such as a magazine or any other medium.

The Communication Process

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Push

Strategy

Is Direct towards membersof a channel of

Distribution.

Pull

Strategy

Is direct towards

consumers in order to

stimulate demand for the

product.

Promotional Strategies

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Promotional Campaigns

Promotional campaign

consists of promotional

activities designed toachieve specific

objectives.

Image building approach.

Product differentiation

approach.

Direct response

campaign.

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