Promotion and Communication by Uttam Raj Regmi

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Promotion and Communication

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Promotion/Communication By Uttam Raj Regmi

Functions of promotion P R O M O T I O N Customer Informing Persuading Reminding Reassuring

Three channels of communication ,[object Object],[object Object],[object Object],[object Object]

Mass communication decisions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Execution of the communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Types of personal communication strategy ,[object Object],[object Object],[object Object]

TVCs, Radios, Posters ,[object Object],[object Object],[object Object],[object Object],[object Object]

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Health Services Marketing HSA 305 Designing and Managing Integrated Marketing Communications Kotler, P., Shalowitz, J., & Stevens, R. J. (2008). Strategic marketing for health care organizations. San Francisco: Jossey-Bass * Welcome to Health Services Marketing. In this lesson, we will discuss Designing and Managing Integrated Marketing Communications. Please go to the next slide. ObjectivesUpon completion of this lesson, you will be able to:Describe the health care system and the role of marketing * Upon completion of this lesson, you will be able to: Describe the health care system and the role of marketing. Please go to the next slide. Marketing Communications RoleRepresent the voice of the brandThe primary mechanisms implemented to establish a dialogue and build relationships with consumersDemonstrate consumers how and why a product is implemented, by what kind of person, and where and whenEducate consumers regarding who makes the product and what the organization and brand representCan provide consumers an incentive or reward for trial or usageEnable organizations to link their brands to other people, places, events, brands, experiences, feelings, and things In this lesson, we will focus on how marketing communications work, what marketing communications can do for an organization, and how holistic marketers combine and integrate marketing communications. Specifically, we will examine the different forms of mass or personal communications such as advertising, sales promotion, events and experiences and public relations and publicity. Marketing communications are the instruments organizations use to relate the benefits, positioning, and characters of their brands to consumers. In essence it: Represent the voice of the brand; Are the primary mechanisms implemented to establish a dialogue and build relationships with consumers; Demonstrate consumer how and why a product is implemented, by what kind of person, and where and when; Educate consumer regarding who makes the product and what the organization and brand represent; Can provide consumers an incentive or reward for trial or usage; And Enable organizations to link their brands to other people, places, events, brands, experiences, feelings, and thing. All of these are ways in which marketing communications can contribute to brand equity. By establishing the brand in memory and crafting a brand image is how these can contribute to brand equity. Please go to the next slide. * Marketing Communications and Brand EquityCommunication mixMarketing activities * Marketing communication mix has six major modes of communications: Advertising. This is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Sales promotion. This is a variety of short-tem incentives to encourage trial or purchase of a product or service. Events and experiences are organization-sponsored activities and programs designed to create da ...

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