Promotion mix & Marketing Communication
Transcript of Promotion mix & Marketing Communication
International Marketing
Group Members
Faisal Shehzad 38
AAdil Shoaib 43
Muzafar Abass 41
Marketing Communication
Marketing communication is the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.
Communications Process
Sender EncodingMessage
MediaDecoding Receiver
ResponseFeedback
Noise
Elements in Communication Process
1) Sender- Someone who is sending the message. The maker of the brand is the sender of the advertising message.
2) Encoding- When we address someone, we use language, visuals, body gestures to communicate. All these are called symbols. The process of putting our thought into symbolic forms is called encoding.
3) Message- The symbols themselves constitute the message. Hence the visuals, headline, body copy, tag line, brand name, logo all are the parts of the message.
4) Media- The channel used for sending the message across to the receiver (customer) is called medium (or media).TV is an audio visual mediumRadio is an audio medium
5) Decoding- Once we receive the message we start interpreting it. The process of giving a meaning to all these symbols is called decoding.
6) Receiver- A receiver is one who reads/listens/ hears the message of the communicator.
7) Response- After having read the ad, I will react to the message. My reaction could be objective (if I accept what the sender of the message is saying) or negative (if I don’t accept).
8)Noise-The unplanned distortions or interference of die message is termed as ‘noise.’ A message is subjected to a variety of external factors that distort or interfere, its reception.
9) Feedback- Every communicator waits to know whether the message
(a) has reached the target audience or not(b) whether it has been accepted or not.
International promotion is promoting the business world widely or
it is the marketing carried out by companies across national
borderlines.
Key function-
developing and spreading credible communication about an offer
(product / service).
Features of international Promotion
•Multi lingual advertisements.
•Wider platform for all the products and services.
•Wider brand awareness through different medias
(internet/magazines / T.V/ Radio).
•Advertising campaigns on a large scale
Methods of international promotionsBelow the line promotion
includes promotion methods which are more personal, traditional
and allow the company’s control.
They include:
Public Relations
Sales promotions
Sponsorships
Direct sales
Trade Shows
Methods of international Promotion
Above the line promotion includes promotion methods using "mass
media“. Such techniques are usually seen as impersonal, designed to
reach as many people at as little cost as possible.
They include;
TV/Radio
Newspapers
Websites
Outdoor/Transport
Uses of international promotionInternational promotion has many potential uses in business:
Increase sales
Attract new customers
Encourage customer loyalty
Create awareness
Remind potential customers
Encourage new customers
Encourage brand switching
Stages of international promotionIdentify Target Audience
Which area , category, purpose will be decided
Determine Communication Objectives
Identifying the most important promoting objectives
(sales / demand/ Expanding/ market shares )
Determine the Message
Deciding the structure format of message, message source.
Budget Decisions
Deciding the estimated cost of promotional activities
Communication Mix Decisions
The media & method of promotional activities
AdvantagesBusinesses promote themselves internationally and for various
reasons:
•increase and maintain demand for the product.
•increase and maintain the market share of the product.
•raising awareness for the product
•create or enhance a brand image.
•expand by promoting new areas.
PROMOTION MIX
Specific combination of promotional methods such as
print or broadcast advertising, direct marketing,
personal selling, point of sale display, merchandising,
etc., used for one product or a family of products.
Six main Promotion Tactics
1. ADVERTISING
2. SALES PROMOTION
3. PUBLIC RELATIONS
4. PERSONAL SELLING
5. PUBLICITY
6. DIRECT MARKETING
Advertising….Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
E.g.: print and broadcast Ads,
brochures and leaflets, billboards,
display signs symbols and logos
etc...
Sales Promotion
A variety of a short term
incentives to encourage trial or
purchase of a product or
services.
E.g.: sampling, gifts, coupons,
demo, rebates ,etc…
Sales Promotion Techniques
• Money off
• Bonus packs
• Free in or on-pack gifts
• Free in-the-mail offers
• Free samples
• Coupons
• Competitions
• Draws
What is Direct Marketing
Direct marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using market middlemen.
Direct Marketing Channels
• Direct-response adverts on television / radio• Mail order catalogues• E-commerce • Magazine inserts• Direct mail • Telemarketing
PUBLIC RELATIONS
“The planned and sustained effort to establish and maintain goodwill and mutual understanding
between an organization and its publics”.
Public relations activities include, press releases. company literature, videos, websites and annual reports.
PERSONAL SELLING
• Personal selling is oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale“
• e.g. sales presentations, sales meeting, incentive programs, fairs and trade shows.
PUBLICITY
Publicity refers to non-personal communications regarding an organization , product , service , or idea not directly paid. It usually comes in the form of news story , editorial , or announcement about an organization and/or its products and services.
Techniques used to gain publicity include news releases , press conferences , feature articles , photographs , films , and videotapes.
Types of Publicity
Active PublicityReaching out to people to try to get them interested
Passive PublicityPublicity that “just happens’’ without your intervention
Positive PublicityTends to motivate others
Negative PublicityRumors and false information
Adverse PublicityBad or non-desired publicity
Outcomes of Publicity
• Attention
• Visibility
• Market Share
• Recognition
• Branding
Dealing with Negative Publicity
Do’s…. • Open all communication lines
• Select a spokesperson
• Be empathetic
• Stay calm
DON’T’s
• Hesitation
• Confrontation
• Pontification
• Retaliation