5/11/2021

The Fourth P:
Promotion

Marketing Communication
• It is an attempt of business to influence its
potential customer.
• It is Element in the marketing mix that serve to
inform, persuade, and remind the market of a
product or services or the organization selling it
with the hope of influencing the target’s feeling,
belief or behavior.
Promotion is applied marketing communication

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Elements of Promotion
1. Personal Selling - its is a person-to-person
dialogue between buyer and seller. The
purpose of the interaction is to persuade the
buyer to accept a point of view, to convince the
buyer to take a specific course of action, or to
develop a customer relationship.
Two kinds of personal selling
• Inside selling
• Outside selling

Elements of Promotion
2. Advertising is a persuasive idea message
carried by a non-personal medium and paid for
by an identified sponsor.
• All advertisements have four features : verbal
and/or visual message, a sponsor who is
identified, delivery through one or more media,
and payment by sponsor to the media carrying
the message.

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Types of Advertising
According to the target audience, advertising may be
classified as :
• Consumer advertising
• Business-to-business advertising
According to what is being advertised, advertising may
be:
• Product/ services
• Direct- action advertising
• Indirect-action advertising
• institutional/corporate
• Customer service advertising
• Public service advertising

Type of Advertising
According to the objective sought, advertising may
be :
• Primary-demand advertising
• Selective demand advertising

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Selecting Media
Developing media strategy involves two factors:
• Media
• Scheduling of these media

Media
are the communication outlets or tools used to store and deliver
information or data.
Scheduling
the media schedule or media plan is a time schedule identifying
the exact media to be used and the dates when advertisements
are to appear. It consider REACH and FREQUENCY.

Characteristic of the Major Media

• Newspaper
• Television
• Direct Mail
• Radio
• Magazines
• Out of home advertising
• Specialty advertising
• Emerging media
• Yellow pages
• Infomercials
• Place-Based Media
• Video and CD-ROMs
• World Wide Web

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Elements of Promotion
3. Sale Promotion – It is paid for by the sponsor and
frequently involves in temporary incentive to
encourage a purchase. There are two category of
sales promotion: Trade promotion and Consumer
promotion.
4. Public relation – consist of a wide variety of
communication effort designed to contribute or
create positive attitudes and opinion toward an
organization and its products.
5. Publicity – is a special form of public relations that
involves news stories about an organization or its
product or services.

The communication Process

• Communication is a verbal or nonverbal
transmission of information from
someone wanting to express an idea and
to another who expected or excepting to
get that idea.
• Communication requires four elements: a
message, a source of the message, a
communication channel, and a receiver.

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Type of communication
1. Direct human communication – This
usually on a face to face basis or on the
telephone.
2. Indirect Communication – This is via a
medium such as radio, television,
magazines and newspaper.
3. Interactive Communication – this is
making use of some electronic medium
such as the internet.

The communication Process

• Encoding the message is the process of translating the
idea to be communicated into a symbolic message
consisting of words, pictures, numbers, gesture, or the
like.
• Transmitting the message through a channel the
message arrives at the receiver via the channel of
communication.
• Decoding the Message It is the mental process by which
the receiver interprets the meaning of the message.
• Feedback It is the receiver response to the source of the
message.

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The Hierarchy of
Communication Effect

Promotional Strategies
• Push Strategy – it is directed toward the
members of a channel of distribution.

• Pull Strategy – it is directed toward

consumer on order to stimulate demand
for the product.