promotions decisions elements in the communication process promotional objectives promotions mix the...

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Promotions Decisions • Elements in the communication process • Promotional objectives • Promotions mix • The promotions message • Media choice?

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Page 1: Promotions Decisions Elements in the communication process Promotional objectives Promotions mix The promotions message Media choice?

Promotions Decisions

• Elements in the communication process

• Promotional objectives

• Promotions mix

• The promotions message

• Media choice?

Page 2: Promotions Decisions Elements in the communication process Promotional objectives Promotions mix The promotions message Media choice?

MediaMessageSender Encoding

ResponseFeedback

Noise

Decoding Receiver

Elements in the Communication Process

Page 3: Promotions Decisions Elements in the communication process Promotional objectives Promotions mix The promotions message Media choice?

• Sender - party sending the message

• Encoding - message in symbolic form

• Message - word, pictures and symbols that the sender transmits

• Media - the communication channel e.g radio

• Decoding - receiver assigns meaning to symbols encoded by the sender

Page 4: Promotions Decisions Elements in the communication process Promotional objectives Promotions mix The promotions message Media choice?

• Response - reaction of the receiver after being exposed to the to the message

• Feedback - the part of the receiver’s response after being communicated to the sender

• Noise - unplanned static or distortion during the communication process e.g. competitor action (Creature Comforts?)

Page 5: Promotions Decisions Elements in the communication process Promotional objectives Promotions mix The promotions message Media choice?

Promotional objectives• To support sales increases• To encourage trial• To create awareness• To inform about a feature or benefit• To remind• To reassure• To create an image• To modify attitudes

Page 6: Promotions Decisions Elements in the communication process Promotional objectives Promotions mix The promotions message Media choice?

Promotions Mix• Personal selling

• Telemarketing

• Direct mail

• Trade fairs and exhibitions

• Commercial television

• Newspapers and magazines

• Radio

• Cinema

• Point of sale displays

• Packaging

Page 7: Promotions Decisions Elements in the communication process Promotional objectives Promotions mix The promotions message Media choice?

The Promotional Message

Grab ATTENTION

Excite INTEREST

Create DESIRE

Prompt ACTION

AIDA

Page 8: Promotions Decisions Elements in the communication process Promotional objectives Promotions mix The promotions message Media choice?

Media choice?

• Marketing objectives

• Definition of problem e.g falling awareness

• Evaluation of different tools

• choice of optimum mix of promotional methods

• Integration into overall marketing communication programme