Product Promotion. ApEc 4451. Communication Process. Consider: - Source: who/what will convey info. - Message: factual; emotional (fear, sex appeal, humor). - Receiver. Communicating effectively; - Sender & receiver must have shared field of experience.
- Source: who/what will convey info.
- Message: factual; emotional (fear, sex appeal,
- Sender & receiver must have shared field of experience.
- Feedback: from receiver to sender.
- Noise: want to reduce extraneous factors.
- TV, radio, print, billboards, internet.
- Less mass market; more targeted selling.
- Permits flexible presentation and gains immediate response.
- Costs more than other forms per contact.
- Can reach large audience.
- Cost in relation to audience.
- Control over message.
- Considerable waste.
- Hard to close sale.
- Hard to demonstrate product.
- Difficult to measure results.
- Gains attention & has immediate effect.
- Easy for others to imitate or match.
- High degree of believability when done right.
- Not as easily controlled as other forms.
- Difficult to measure or demonstrate the results.
- Storage (shelf life).
- Preservation of quality (freshness).
- Consumer protection (tamper
- Perception by the consumer:
- Can connote status, economy,
- Influenced by color; shape.
- Repackaging of existing products.
- Promotion and advertising at point of purchase decision.
- Nutrition information.