Promotion/Communication By Uttam Raj Regmi
What is promotion? <ul><li>According to Prof. J. Stanton, “ Promotion is the element in the marketing mix that serves to i...
Functions of promotion P R O M O T I O N Customer Informing Persuading Reminding Reassuring
Persuading
Reassuring
Informing, Persuading
Reminding
Three channels of communication <ul><li>Mass communication: if the target group is a mass then the most effective techniqu...
Mass communication decisions <ul><li>In using mass communications, the social  </li></ul><ul><li>marketer has five decisio...
Execution of the communication <ul><li>Rational execution: “ Quit Smoking or will get cancer”, “Seat Belts will save you f...
Types  of personal communication strategy <ul><li>Outreach strategy: when the communicator is dealing directly with one pe...
TVCs, Radios, Posters <ul><li>Participants to familiarize with tools of  </li></ul><ul><li>mass and personal communication...
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Promotion and Communication by Uttam Raj Regmi

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Promotion and Communication

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Promotion and Communication by Uttam Raj Regmi

  1. 1. Promotion/Communication By Uttam Raj Regmi
  2. 2. What is promotion? <ul><li>According to Prof. J. Stanton, “ Promotion is the element in the marketing mix that serves to inform, persuade, and remind the market of the organization and/or its products. </li></ul>
  3. 3. Functions of promotion P R O M O T I O N Customer Informing Persuading Reminding Reassuring
  4. 4. Persuading
  5. 5. Reassuring
  6. 6. Informing, Persuading
  7. 7. Reminding
  8. 8. Three channels of communication <ul><li>Mass communication: if the target group is a mass then the most effective technique of communication is the mass communication </li></ul><ul><li>Selective communication: Direct mail and telemarketing </li></ul><ul><li>Personal Communications: Word of mouth and one to one communication </li></ul><ul><li>For target groups as individuals, a direct approach is more appropriate which includes both selective and personal communication. </li></ul>
  9. 9. Mass communication decisions <ul><li>In using mass communications, the social </li></ul><ul><li>marketer has five decisions to make </li></ul><ul><li>What communication objectives should be set </li></ul><ul><li>What to say in the communication </li></ul><ul><li>How to say it </li></ul><ul><li>Where to place the communication </li></ul><ul><li>How to time the communications </li></ul>
  10. 10. Execution of the communication <ul><li>Rational execution: “ Quit Smoking or will get cancer”, “Seat Belts will save you from disfigurement in a car.” </li></ul><ul><li>Emotional execution: </li></ul><ul><li>Nonverbal elements </li></ul><ul><ul><li>Vocal expressions </li></ul></ul><ul><ul><li>Facial Expressions </li></ul></ul><ul><ul><li>Body Movement/ Eye Contact </li></ul></ul><ul><ul><li>Physical Appearance </li></ul></ul>
  11. 11. Types of personal communication strategy <ul><li>Outreach strategy: when the communicator is dealing directly with one person at a time, eg a social worker explains nutrition to the mother of the family. </li></ul><ul><li>Education strategy: The communicator deals directly with a group of people such as drug rehabilitation counselling </li></ul><ul><li>Word of mouth strategy: When the communicator arranges for members of target groups to function as secondary communicators. </li></ul>
  12. 12. TVCs, Radios, Posters <ul><li>Participants to familiarize with tools of </li></ul><ul><li>mass and personal communication. </li></ul><ul><li>Displaying TVCs, Radio Jingles and IEC </li></ul><ul><li>materials of existing products for </li></ul><ul><li>reference. </li></ul>
  13. 13. Thanks

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