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,..
14 - 7
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
implicit communication marketers use publicity techniques as well as viral marketing methods to achieve desired behavioural response.
Inform out as “Eat your fingers off”
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