C14. Communication and Promotion. Promotion. a form of communication that uses various methods to reach a targeted audience with a certain message in order to achieve specific organizational objectives. function of informing, persuading, and influencing the consumer’s purchase decision.
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Communication and Promotion
a form of communication that uses various methods to reach a targeted audience with a certain message in order to achieve specific organizational objectives.
Promotional mix - related to consumer buying process
-Advertising -Personal selling
-Sales promotion -Merchandising
-Public relation and publicity
Own promotional messages
Competitors promotional messages
Receivers’ state of knowledge, perception,..
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Clearly defined messages that are communicated through oral or written forms
Cues conveyed through body language and non verbal means
e.g. price and quality relationship
Bahaviour/appearance of employees delivering servisec
Promotion objectives related to consumer buying process
Public relation and publicity
Communication messages need to be design to compliment each of the promotional mix employed