Concept and objectives of promotion. Marketing communication process and systems. Promotion mix components. Promotion mix determination factors. Advertising: Nature and objectives. Nature and relevance of personal selling. Nature and objectives of sales promotions. Sales promotion tools and techniques. Nature, objectives and tools of public relations. Concept , relevance and methods of direct marketing.
Promotion is some form of communication through which any company communicates the benefits of its offering to the target consumer in such a way that they recognize that offering is uniquely qualified to meet their needs. For effective marketing communication, the marketer must know how communication works? Following are the nine elements which are involved in the marketing communication process: -Sender, Encoding, Message, Media, Decoding, Receiver, Response, Feedback, Noise.
The promotion mix is the blend of various promotional activities such as advertising, personal selling, sales promotion, public relations, direct marketing used by business in order to create, maintain and increase the demand for a certain product. Factors affecting promotion mix are nature of product, types of buyer, nature of the market, the readiness of buyer etc.
There are various steps involve in developing an effective integrated communications and promotion program. Marketers must have to do the following: Identify the target audience, determine the communication objectives, design a message, choose the media through which to send the message, select the message source, and collect feedback.
An organization’s total promotion mix is also called its marketing communications mix consists of a specific blend of advertising, public relations, personal selling, sales promotion, and direct-marketing tools that the organization uses for the persuasive communication ,customer value and build customer relationships. The five major promotion tools are advertising , sales promotion, direct marketing , personal selling and public relation.