Communication Process Helps in Developing Effective Promotion:
1) Form of Message can be Physical, Written, Verbal, Audio or/& Visual,
2) Channels are Unlimited. e.g. Voice, Print, Email, SMS, Visual, etc;
3) Level of Recipient, his/her interests & Capabilities must be kept in mind,
4) Objective must be clearly Defined & Well-Explained,
5) To Measure Feedback Results,
6) The Promotional Mix should be there, which is:
a) Personal Selling,
b) Advertising,
c) Sales Promotion,
d) Publicity, etc;
7) Factors to be Considered:
a) Target Market,
b) Nature of Product,
c) Stage in PLC,
d) Advertising is used to Persuade, rather than inform, etc;
8) Push & Pull Strategy:
a) The Promotional Program aimed Primarily at the Middle Man, is called a Push Strategy,
b) The Promotion Program aimed Mainly for the Customers, the End - User, to Motivate for placing a Demand, is known as a Pull Strategy.
9) Setting the Promotional Budget:
a) Percentage of Sales,
b) All available Funds,
c) Spend as much as Competition does,
d) Set Objective & Allocate Funds Accordingly…..The Best Method !
