The document discusses the key elements of communication processes and promotional mixes. It describes the main components of communication as the sender, encoding, message, media, decoding, response, feedback, and noise. It then explains the different techniques that make up a promotional mix, including advertising, personal selling, publicity, and sales promotion. Finally, it emphasizes the importance of combining various communication activities and channels into an effective promotional mix tailored to achieve desired marketing objectives and customer outcomes.

1. Promotional MixPromotional Mix

2. Media
MessageSender Encoding
ResponseFeedback
Noise
Decoding Receiver
Elements in the Communication Process

3. • 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

4. • 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?)

5. Promotional MixPromotional Mix

6. The elements of theThe elements of the
promotional mix.promotional mix.

7. Purposes of PromotionPurposes of Promotion
To tell consumers about a company’s …To tell consumers about a company’s …
GoodsGoodsServicesServicesImagesImagesIdeasIdeas

8. Purposes of PromotionPurposes of Promotion
To persuade consumers to buyTo persuade consumers to buy

9. Promotion’s Recipe
for Success:
Mix various
communication
activities together and
serve to potential
customers until desired
outcome is achieved.

10. The Top 5The Top 5
Airlines!Airlines!
Traveler Magazine
FlynnFlynn
The bikesThe bikes
the prosthe pros
use.use.
25% Off
Coupon
• AdvertisingAdvertising
• Personal sellingPersonal selling
• PublicityPublicity
• Sales promotionSales promotion
Communication Techniques

11. The Combination, or Blend, of MarketingThe Combination, or Blend, of Marketing
Communication Channels Is Called the...Communication Channels Is Called the...

13. AdvertisingAdvertising
Any paid form of nonpersonal presentation of ideas,Any paid form of nonpersonal presentation of ideas,
images, goods, or servicesimages, goods, or services
The most visible element of the promotional mixThe most visible element of the promotional mix

14. The New BarchettaThe New Barchetta
• Actual cost of advertisement isActual cost of advertisement is
quite high.quite high.
• Since many people receive theSince many people receive the
message, the per contact costmessage, the per contact cost
is very low.is very low.

15. GoodsServicesImagesIdeas
The Vet for
Your Pet
At Techco,
we’re friendly
to our
customers
and the
environment.
Say No to Drugs.
Diamonds from
Desmond’s
Jewelers are a girl’s
best friend.

16. AdvertisingAdvertising
Messages can be delivered by:Messages can be delivered by:
• TelevisionTelevision
• RadioRadio
• NewspapersNewspapers
• MagazinesMagazines
• Direct mailDirect mail
• Outdoor advertisementsOutdoor advertisements
• DirectoriesDirectories
• The InternetThe Internet

17. Personal SellingPersonal Selling
Determines client needs/wants and responds throughDetermines client needs/wants and responds through
planned, personalized communication that influencesplanned, personalized communication that influences
purchase decisions and enhances future businesspurchase decisions and enhances future business
opportunitiesopportunities
Are you planning
on replacing all
of your computers
at once?
My budget won’t
allow me to replace
them all at once,
but I want them to
be compatible.
You might want
to consider leasing
computers. You can
get free service
and upgrade to a
newer model whenever
you want!

18. Selling Advantages
• Immediate feedbackImmediate feedback
• FlexibilityFlexibility
I like the sound
of this stereo,
but I think it’s a
little large for
my dorm room.
We do carry a
bookshelf model
with similar
sound quality.
Selling Disadvantage
On a per contact basis,On a per contact basis,
selling is the most expensiveselling is the most expensive
form of promotion.form of promotion.

19. Sales PromotionSales Promotion
• Promotional activities other than advertising, personalPromotional activities other than advertising, personal
selling, and publicity which stimulate purchasesselling, and publicity which stimulate purchases
• Sales promotion activities include:Sales promotion activities include:
Visual merchandising or displaysVisual merchandising or displaysCouponsCouponsProduct demonstrationsProduct demonstrationsInstant rebatesInstant rebatesFree samplesFree samplesFashion showsFashion showsContestsContestsNovelty itemsNovelty itemsTrade showsTrade showsExhibitsExhibits

20. ImportanceImportance
of theof the
PromotionalPromotional
MixMix
• Plays a key role inPlays a key role in
obtaining and keepingobtaining and keeping
customerscustomers
• Enables businesses toEnables businesses to
communicate effectivelycommunicate effectively
with customerswith customers
• Informs consumers aboutInforms consumers about
goods/services andgoods/services and
persuades them to buypersuades them to buy

21. The Promotional Message
Grab ATTENTION
Excite INTEREST
Create DESIRE
Prompt ACTION
AIDA

22. 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

23. 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