1. Promotional Concepts

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

4. Communications 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)

5. Communications Definition A 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

6. The Communications Process

7. Sender/source A person, group, or organization who is the originator of the message they intend to share with an audience

8. Encoding Putting the message into language and/or symbols that are familiar to the intended receiver

9. Medium of Transmission/Channel The medium the sender chooses to transmit the encoded message

10. Decoding Interpreting the message or symbols and converting them into concepts and ideas

12. Receiver A person, group, or organization that the message is intended for. They decode the coded message

13. Feedback The receiver’s response to the message

14. Noise Interference that can cause the message to be incorrectly decoded by the receiver

15. The Communications Process

16. Noise Noise The Communications Process

17. Promotion

18. Promotion Any form ofcommunication a business or organization uses to inform, persuade, or remind people about its products and improve its public image

19. Product Promotion Used 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

21. Institutional Promotion Promotion 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

23. Promotional Mix

24. Promotional Mix Combination of advertising, personal selling, sales promotion, direct mail, public relations, and sponsorships All of the tools available to the marketer for ‘marketing communications’

25. Advertising paid 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

26. Personal Selling Paid 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

27. Sales Promotions All marketing activities (except personal selling, advertising, and public relations) Used to stimulate consumer purchasing and sales effectiveness Examples: BOGO, coupons, money-off promotions, free accessories, introductory offers

28. Direct Mail Directed to a targeted group of customers Examples: printed direct mail or electronic mail

29. Public Relations Deliberate, planned, and sustained effort to influence opinion and create a favorable image about a business/organization, its products, or its policies

30. Sponsorships When an organization pays to be associated with a particular event, cause, or image