Promotional ConceptsPromotional Concepts

The hairy, brown gorilla wasn’t content on the banana because he craved a big enchilada with cheese, sour cream, and guacamole.

CommunicationsCommunications Communication is the exchange of meanings between

individuals through a common system of symbols. (Merriam Webster Dictionary)

Communication takes place when one mind so acts upon its environment that another mind is influenced, and in that other mind an experience occurs which is like the experience in the first mind, and is caused in part by that experience. (English literary critic, I.A. Richards)

Any act by which one person gives to or receives from person information about that person's needs, desires, perceptions, knowledge, or affective states. Communication may be intentional or unintentional, may involve conventional or unconventional signals, may take linguistic or nonlinguistic forms, and may occur through spoken or other modes.(National Joint Committee for the Communicative Needs of Persons with Severe Disabilities)

Communications Communications DefinitionDefinitionA sharing of meaning in which

the sender and the receiver have a common understanding of the symbols, words, and pictures used to transmit information

Word

The Communications The Communications ProcessProcess

Sender/sourceSender/sourceA person, group, or organization

who is the originator of the message they intend to share with an audience

EncodingEncodingPutting the message into

language and/or symbols that are familiar to the intended receiver

Medium of Medium of Transmission/ChannelTransmission/ChannelThe medium the sender chooses

to transmit the encoded message

DecodingDecodingInterpreting the message or

symbols and converting them into concepts and ideas

ReceiverReceiverA person, group, or organization

that the message is intended for. They decode the coded message

FeedbackFeedbackThe receiver’s response to the

message

NoiseNoiseInterference that can cause the

message to be incorrectly decoded by the receiver

The Communications The Communications ProcessProcess

The Communications The Communications ProcessProcess

PROMOTIONPROMOTION

PromotionPromotionAny form of communication a

business or organization uses to inform, persuade, or remind people about its products and improve its public image

Product PromotionProduct PromotionUsed to convince customer’s to

purchase their products/services instead of their competitor’s products/services. ◦Emphasizes features/benefits◦Identify where the product/service is

sold◦Advertise sales◦Answer customer questions

Institutional PromotionInstitutional PromotionPromotion used by a business to

create a favorable image for itself or advocate for change◦Does not directly sell a product or

service◦Fosters a favorable image for the

company This favorable image may lead to

increased sales

PROMOTIONAL MIXPROMOTIONAL MIX

Promotional MixPromotional MixCombination of advertising,

personal selling, sales promotion, direct mail, public relations, and sponsorships◦All of the tools available to the

marketer for ‘marketing communications’

AdvertisingAdvertisingPaid form of non-personal

communication. ◦Develops attitudes◦Creates awareness◦Transmits information to gain a

response from a target market Examples: Newspapers, magazines,

journals, television, radio, outdoor, online

Personal SellingPersonal SellingPaid personal advertising

◦Sales person making sales presentations Inform customers about

products/services Goal: customer to purchase the

product/service.

◦Non-personal selling—Advertising, publicity, sales promotions

Sales PromotionsSales PromotionsAll marketing activities (except

personal selling, advertising, and public relations) ◦Used to stimulate consumer

purchasing and sales effectivenessExamples: BOGO, coupons,

money-off promotions, free accessories, introductory offers

Direct MailDirect MailDirected to a targeted group of

customers◦Examples: printed direct mail or

electronic mail

Public RelationsPublic RelationsDeliberate, planned, and

sustained effort to influence opinion and create a favorable image about a business/organization, its products, or its policies

SponsorshipsSponsorshipsWhen an organization pays to be

associated with a particular event, cause, or image