This is an attempt of business to influence its potential customers. It is the element in the marketing mix that serves to inform, persuade, and remind the market of a product or service or the organization selling it with the hope of influencing the target market’s feelings, beliefs, or behavior. PROMOTION INTEGRATED MARKETING COMMUNICATION

1. Personal selling – person-to-person dialogue 2. Advertising – impersonal mass communication that the sponsor pays for and with which it is clearly identified. 3. Sales promotion – demand-stimulating activity designed to supplement advertising and facilitate personal selling. 4. Public relations – consist of a wide variety of communication efforts designed to contribute or create positive attitudes and opinions toward and organization and its products. 5. Publicity – is a special form of public relations that involves news stories about the organization or its products or services.

16-4 The Communication Process Verbal Communication –The encoding of messages into words, either written or spoken Nonverbal –The encoding of messages by means of facial expressions, body language, and styles of dress.

16-5 The Communication Process Figure 16.1

16-6 Question? What part of the communication process has the sender translating the message into symbols or language? A.Message B.Encoding C.Decoding D.Feedback

16-7 The Communication Process Sender – person wishing to share information with some other person Message – what information to communicate Encoding – sender translates the message into symbols or language Noise – refers to anything that hampers any stage of the communication process

16-8 The Communication Process Receiver – person or group for which the message is intended Medium – pathway through which an encoded message is transmitted to a receiver Decoding - critical point where the receiver interprets and tries to make sense of the message

16-9 The Communication Process Feedback phase is initiated by the receiver Receiver decides what message to send to the original sender Feedback eliminates misunderstandings, ensures that messages are correctly interpreted

The Hierarchy of Communication Effects 16-10

Promotional strategies 1.Push strategy is directed toward members of a channel of distribution. Thus, the manufacturer of a product heavily promotes its product to wholesalers and other dealers. 2.Pull strategy is directed toward consumers in order to stimulate demand for the product

Promotional Campaigns Consists of promotional activities designed to achieve specific objectives. An image- building approach stresses the symbolic value associated with the product. It does not focus on product features but emphasizes creating impressions. These may be impressions of status, sexuality, masculinity, femininity, reliability, or some other aspects of the brand’s character