What We Will Discuss Today

1
What We Will Discuss Today

• Communication
• Promotion
• Setting the promotion budget and mix
• Advertising
• Sales Promotion
• Public Relations

2
What is the Purpose of Communication?
3
Steps in Developing Effective Communication
Determine the Response Sought
Identify the Target Audience
Choose the Message
Choose the Media
Select the Message Source
Collect Feedback
4
Factors in Setting the Promotion Mix

• Type of product/market
• Push versus Pull Strategy
• Buyer Readiness Stage

5
Advertising Objectives

• Inform
• Persuade
• Remind

6
Creating the Advertising Message

• Message generation
• Message evaluation and selection
• Message Execution

7
Selecting Advertising Media

• Reach, Frequency and Impact
• Media Types
• Media Vehicles
• Media Timing

8
Advertising Evaluation

• Evaluating communication effects
• Pretests
• Post-tests
• Evaluating sales effects

9
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

10
Public Relations Tools

• Press relations
• Corporate communications
• Lobbying
• Counseling

11
What We Discussed Today

• Communication and Promotion
• Setting the promotion budget and mix
• Advertising
• Sales Promotion
• Public Relations