2. Promotion & Communication
0 Promotion is the communications part of marketing.
0 promotion provides customers with information and
knowledge in an informative and persuasive manner.
- Information & knowledge can be communicated using
promotion mix.
4. The steps of developing
effective communications
Identify the
target
audience
Determine the
communication
objective
Design the
message
Feedback
collection
Message
selection
Media
selection
5. Identify the target audience
end user
existing consumers
person deciding on purchases
future customers
9. Media Selection
Main objective – must purchase by target
audience
Personal
communication
channel
• Two or more person
communication directly
with each other.
• Face to face
• telephone
• Mail
• Fax
Non-personal
communication
channel
• Directed to the end user
market.
• Printed media
• Broadcast media
• Display media
• Online media
10. Message Source Selection
0 How to convinced the audience.
0 message source must be credible to gain customers
trust and beliefs.
0 professionals and celebrities as spokesperson
0 eg:
Siti Nurhaliza promote Simply Siti
11. Feedback collection
do the audience remember the
massage?
how many times did they watch it?
what is the main content that they
remember about the message?
how is their behavior now as compared to
before towards the product and the
company?
How do they feel towards the
message?
13. affordable
0 Depend on company financial:
- good financial
– promotion budget will be big
- financial problem - budget will be small
0 promotional program as the final expenses.
14. percentage-ofsales
0 Easy to be used – only need to decide on a percentage
of sales that changes from time to time.
0 eg: 10% of its sales will go to promotion.
15. competition
0 Easy to be used – only need to decide on a percentage
of sales that changes from time to time.
0 eg: 10% of its sales will go to promotion.
18. Advertising
Is any paid from of non-personal
presentation of ideas, goods, or services by
an identified sponsor.
paid promotions using mass media
one-way communication.
19. Setting advertising
objectives
Def : A specific communication task to
be accomplished with a specific target
audience during a specific period of
time.
Inform
Persuade
Remind
Compare
20. Personal selling
0 Involved a company’s a company sales people.
0 meeting face to face with the customer.
0 the most expensive method among other
promotional mixes.
21. Sales Promotion
0 Involved a company’s a company sales people.
0 meeting face to face with the customer.
0 the most expensive method among other
promotional mixes.
22. PUBLICITY /
PUBLIC RELATION
0 Nonpaid communication of information about an
organization’s product or services.
0 Roles of publicity
i. maintaining a positive public presence
ii. Handling negative publicity
iii. Enhancing the effectiveness of other promotional
mix elements
23. DIRECT MARKETING
0 Business communicate straight to the consumer with
advertising techniques such as: fliers, catalogue
distribution, promotional letters, and street
advertising
27. DIFFERENCES AMONG
ELECTRONIC MARKETING
• Associated with
internet
marketing.
• Captures data to
feeds firm’s
databases
• Is a process of
building,
maintaining and
using customer
databases.
• Is an interactive
system of
marketing which
uses one or more
advertising media.
ELECTRONIC
MARKETING
DATA BASE
MARKETING
DIRECT
MARKETING
28. DIFFERENCE OF MASS & DIRECT
MARKETING
• one way.
• Aimed at
customer
• Two way
• Interactive
with
customer
MASS
MARKETING
DIRECT
MARKETING
