Communicating Effective Advertising and Sales Promotion

1. Communicating
Effective
Advertising &
Promotional
Messages
Presented By:
Borromeo, Patricia
Luder, Juliah

2. ROLE OF COMMUNICATION
Good and effective communication has a
great emphasis on how successful and big
businesses reached where they are right
now.
01

3. The Communication Process
NOISE
SENDER RECEIVER
ENCODING
THE
MESSAGE
COMMUNICA
TION
CHANEL
DECODING
THE
MESSAGE
FEEDBACK

4. The
Communication
Process
The originator of the
message. An individual or
group of the company who
initiate the
communication.
ENCODING THE MESSAGE
The message is what
being communicated.
Encoding is conversion of
ideas or thoughts into a
message.
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THE SENDER
01

5. The
Communication
Process
THE
COMMUCIATION
CHANNEL
To transmit the message, the
sender uses a communication
channel, or a medium, to
distribute the message.
Ex: television, radio,
newspaper
THE RECEIVER
The receiver is the
individual/s to whom the
message is directed.
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04

6. The
Communication
Process
DECODING THE
MESSAGE
FEEDBACK
After the receipt of a message, the
receiver may respond in some way to the
sender. The receiver’s response to the
message is feedback.
Decoding is the
interpretation of the
language & symbols to
uncover the meaning of a
message.
NOISE
Noise includes any
distractions or
interference that acts a
barrier to a message.
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07

7. ● INFORM
When a new product/ service enters the market,
advertising & promotional messages are used
to inform consumers about it.
● PERSUADE
After the target market has a general
awareness of the product, advertising &
promotional communication is used to persuade
consumers to take an action and buy the
product.
● REMIND
To remind consumers about the existing product
PURPOSE OF ADVERTISING
& PROMOTIONAL
COMMUNICATION

8. 02TYPES OF
COMMUNICATION

9. Communicating 1-1 with another
person is referred to as
interpersonal communication.
Skills needed: Effective speaking &
listening skills
Benefit: Ability to have a two-way
communication
1. Interpersonal
Communication

10. The context of interpersonal communication:
Psychological Context
Cultural Context
Environmental Context
Refers to a physical location
where the communication
takes place
Situational Context
Involves the social aspect of
where the communication
takes place
Includes learned behaviors &
rules that affect interaction
Describes the emotions,
moods, needs, desire, &
personalities
Relational Context
Also called social context,
involves the roles,
responsibilities, & status
Historical Context
Based on previous or similar
experiences

11. 3. Planning the
Presentation
Making a good oral
presentation is a learned
skill that involves careful
planning.
2. Oral
Presentations
Involves communicating
a message to the
audience. Sales people
demonstrate products of
services to customers.
Cont.
To whom will I be speaking?
What will they want to know
about my topic?
What do I want them to know
by the end of my presentation?

12. 4. DELIVERING THE
PRESENTATION
When making presentation,
speakers need to be aware of
their voice quality. Factors
affecting voice quality include
volume, speed, fluency, clarity,
and pronunciation.

13. Mass
communication &
Internet
communication:
Mass Communication
It involves communicating a message to a
large, diversified audience using mass media.
Ex: television, radio, magazines
Mass media is used for marketing, advertising,
& promotion.
Internet Communication
Social media are websites where users create &
share information. The interactive component of
social media has improved communication
between business & consumers.

14. Types of Social Media:
Blogs
Online Communities
YouTube
Business post business
related and product-related
videos.
Business write and post
thought-provoking articles.
Facebook
Business start a fan page for a
product or brand to share
useful informations.
Twitter
Businesses track what’s being
said about them and their
products.
Business create an online
website devoted to a specific
brand and post information.

15. Effective
advertising &
Promotional
Message
03

16. The four Cs of Communication:
Comprehension
simple enough for the
target audience to
understand
Connection
should have meaning and
significance for the
audience that could trigger
emotions
Credibility
believability, trustworthiness,
dependability, and/or one’s
integrity. Some even consider
it as the power to inspire
others to act, do, behave and
respond certain ways
Contagiousness
has to be energetic, new,
different and memorable

17. What is
Effective
Advertising?

18. Cont.
must relate to the consumer’s,
not the business’s needs and
wants.
It finds a unique way to
break through the clutter
must compete for the
consumers’ attention by
using unique and memorable
advertising techniques.
02
It is created from the
consumer’s perspective
01

19. Cont.
It never overpromises
& undelivers
It works in conjunction with the other
elements in the marketing
Using integrated marketing
communication strategy to ensure all
advertising and promotional are
compatible and deliver consistent
messages.
Effective advertising must
be truthful
It does not allow creativity to
overwhelm the marketing strategy
Not to overshadow its
advertising purpose to
inform, persuade, or
remind.
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05

20. Processing Advertising Message
should consider how to
increase consumers'
motivation, opportunity,
and ability to process
advertising messages

21. Motivation to Process Advertising
must find ways to motivate
consumers to view or listen to
an advertisement. There are two
forms of attention:
Voluntary
attention - devoted
to an advertising
message that meets a
consumer's current
purchasing goals.
Involuntary
attention - captured
by the use of various
attention-gaining
techniques.

22. Opportunity to Process
Advertising Messages
Consumers must be given the opportunity to
fully comprehend and process the meaning of
advertising messages
Ability to process
Advertising messages
To ensure that consumers will fully
understand an advertising message,
advertisers need to determine the consumers'
existing knowledge about the product or
service

23. THANKS!