What We Will Discuss Today

Communication

Promotion

Setting the promotion budget and mix

Advertising

Sales Promotion

Public Relations

What is the Purpose of
Communication?

Steps in Developing
Effective Communication
Identify the
Target
Audience
Determine the
Response
Sought
Choose the
Message
Choose the
Media
Collect
Feedback
Select the
Message
Source

Factors in Setting the
Promotion Mix

Type of product/market

Push versus Pull Strategy

Buyer Readiness Stage

Advertising Objectives

Inform

Persuade

Remind

Creating the Advertising
Message

Message generation

Message evaluation and selection

Message Execution

Selecting Advertising Media

Reach, Frequency and Impact

Media Types

Media Vehicles

Media Timing

Advertising Evaluation

Evaluating communication effects

Pretests

Post-tests

Evaluating sales effects

Goals of Promotions

Informative

Provide information on product characteristics

Remind consumers of product at the time of purchase

Incentive

Price discrimination

Consumption increase

Inventory transfer

Building loyalty

Public Relations Tools

Press relations

Corporate communications

Lobbying

Counseling

What We Discussed Today

Communication and Promotion

Setting the promotion budget and mix

Advertising

Sales Promotion

Public Relations