Marketing Communication and

Promotion Strategy
What marketing
Communication?
It is an attempt of business to influence its
potential customers.
What is
Promotion?
Promotion is applied marketing communication
Target marketing communication is used to
remained managers that all elements of the
promotional mix should be coordinated
systematically planed to be in harmony with
the others.
What is Target
marketing
communication?
Element of Promotion
Types of Communication
Media
Direct Human Communication
Indirect Communication.
Interactive Communication.
Element of Promotion
A person- to person dialogue
between buyer and seller
The purpose is to convince the buyer
to accept a pint of view, to take a
specific course of action.
Personal
selling
It impersonal mass communication
that the sponsors pays for and with
which it is clearly identified
Forms of advertisement are:
Broadcast, Print, direct mail .
Advertising
Element of Promotion
Is a demand -stimulating activity designed
to supplement advertising and facilitate
personal selling.
It is paid by the sponsor and frequently
involved a temporary incentive to
encourage a purchase.
Sales
promotion
Consist of a wide variety of
communication efforts designed
to contribute or create positive
attitude and opinions towards an
organization and its products
Public
Relation
Element of Promotion
Is a special form of
public relation that
involves news stories
about an organization it
its product or service.
Publicity
The Communication Process
What is
communication?
Is the verbal or nonverbal transmission of
information from someone wanting to
express an idea and to another who is
expected or expecting to get that idea.
Elements of
communica
tion
A Message
A source of the massage
Communication channel
Receiver
Encoding the
Message
Encoding is the process of translating the
idea to be communicated into a symbolic
massage consisting words, pictures,
numbers, gestures or the like.

Transmitting the
Message
through a
channel
After encoding into a transmittable it must
be sent through a channel of
communication.
Such as a magazine or any other medium.
The Communication Process
Decoding the
Message
One the message has been transmitted
through some communication channel
the symbols are decoded or given
meaning by the receiver.
Feedback

The receivers response to the source
of the message.
It could be verbal or non- verbal.
The Communication Process
The Hierarchy of Communication Effects



Purchase
Conviction
Preference
Liking
Knowledge
Awareness
Brand Ignorance
Push
Strategy
Is Direct towards members
of a channel of
Distribution.
Pull
Strategy
Is direct towards
consumers in order to
stimulate demand for the
product.
Promotional Strategies
Promotional Campaigns
Promotional campaign
consists of promotional
activities designed to
achieve specific
objectives.
Image building approach.
Product differentiation
approach.
Direct response
campaign.