MARKETING
PROMOTIONAL
Promotion : Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.
Promotional Strategy : A plan for the optimal use of the elements of promotion (Advertising, Sales Promotion, PR & Personal Selling).
THE ROLE OF PROMOTION
Competitive Advantage
High product quality
Rapid delivery
Low prices
Excellent service
Unique features
MARKETING COMMUNICATION PROCESS
Communication is the process by which we exchange or share meanings through a common set of symbols.
2 categories of communication:
a) Interpersonal communication: Direct, face-to-face communication between two or more people.
b) Mass communication : To communicating a concept or message to larger audiences, usually through a mass medium such as television or newspapers.
Communication process: As sender As receiver
Inform develop message
Persuade adapt message
Remind spot new communication opportunities
AIDA CONCEPT
A – ATTENTION
I – INTEREST
D – DESIRE
A - ACTION
Promotional Goal: To get people to buy the goods / services.
AIDA Concept : Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message.
Attention
To gain attention of the target market by informing them of availability of the product / service.
To create awareness & gain attention – advertising on tv, newspapers, magazines, internet, etc.
Eg; KFC introduce new product “Chicken Wing” - advertise on tv & newspaper.
Interest
High effort in promoting the product through advertisement.
New product does not attract purchase among customers due to no or lack of experience.
Eg; Get free sample of Rejoice 2 in 1 shampoo from newspaper, magazine, etc.
Desire
Marketers need to arouse
Promotion : Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.
Promotional Strategy : A plan for the optimal use of the elements of promotion (Advertising, Sales Promotion, PR & Personal Selling).
THE ROLE OF PROMOTION
Competitive Advantage
High product quality
Rapid delivery
Low prices
Excellent service
Unique features
MARKETING COMMUNICATION PROCESS
Communication is the process by which we exchange or share meanings through a common set of symbols.
2 categories of communication:
a) Interpersonal communication: Direct, face-to-face communication between two or more people.
b) Mass communication : To communicating a concept or message to larger audiences, usually through a mass medium such as television or newspapers.
Communication process: As sender As receiver
Inform develop message
Persuade adapt message
Remind spot new communication opportunities
AIDA CONCEPT
A – ATTENTION
I – INTEREST
D – DESIRE
A - ACTION
Promotional Goal: To get people to buy the goods / services.
AIDA Concept : Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message.
Attention
To gain attention of the target market by informing them of availability of the product / service.
To create awareness & gain attention – advertising on tv, newspapers, magazines, internet, etc.
Eg; KFC introduce new product “Chicken Wing” - advertise on tv & newspaper.
Interest
High effort in promoting the product through advertisement.
New product does not attract purchase among customers due to no or lack of experience.
Eg; Get free sample of Rejoice 2 in 1 shampoo from newspaper, magazine, etc.
Desire
Marketers need to arouse