Role of Communication-Process in Developing Effective Promotion:
1) Form of Message can be:
a) Physical,
b) Verbal,
c) Audio,
d) Visual etc;
2) Channels are Limitless. e.g. Voice, Print, Busses, Mail. Sms, etc;
3) Level of Recipient, his interests, & Capability must be kept in mind,
4) Objective must be clearly defined,
5) To measure the Feedback Results,
The Promotion Mix:
A Combination OF :
a) Personal Selling,
b) Advertising,
c) Sales Promotion,
d) Publicity, etc;
Factors to be Considered:
1) Target-Market:
a) Readiness to Buy:
The Entire Target-Market goes through the following ‘Buying-Stages’
Like an individual, called ‘Hierarchy of Effects.’
i. Awareness Stage:
The Sellers’ Task is to let the Consumer know about the
Product & its Brand,
ii. Knowledge Stage:
Consumer learns about the Product-Features,
iii. Liking Stage:
It refers to how the Market feels about the Product,
iv. Preference Stage:
It distinguish among Brands, so that your Brand gains Preference.
v. Conviction:
Actual Decision or intention to Purchase, can be strengthened by Sampling, Giveaways, Free Software as a gift, etc;
vi. Purchase:
It can be Delayed. Use Promotion like Discount, or add incentives to avoid Delay.
b) Concentration of Market:
Are Buyers Dispersed & use Advertising, or Concentrated & use Personal Selling? The number of Buyers also affect Decision on
Method used.
c) Type of Customer:
Is Customer a Channel Member or a End User? Is it a Specialised
Product or is for a general use?
2) Nature of the Product:
a) Unit value is high or low. Low values are generally meant for Mass –
Market & use Advertising as a Primary tool.
High unit value items are generally complex & require Personal Selling as a tool.
b) Degree if Customisation. Similarly Custom Made Products will require individual attention as in Personal Selling, as compared to the general Product.
3) Stage in PLC:
In the introductory stage emphasis is on Promoting Product category-e.g.
CD’s, especially Information Products, etc; Buyers need to be informed of the Benefits & Middle Men convinced through the ‘Sales Promtion’ to carry them. In growth stage emphasis shifts on Product/Brand image.
In maturity stage, advertising is used to Persuade, rather than inform. New Attractions are highlighted.
In decline Advertising is used scarcely & only as a Reminder.
4) Push/Pull Strategy:
Promotional Programmes are Aimed at Middleman, Customer, or Both.
a) A Push Strategy:
A Promotional Programme Aimed Primarily at the Middlemen is called a Push Strategy. It usually involves a heavy ‘Personal Selling’ & ‘Sales Promotion’.
b) A Pull Strategy:
A Pull Strategy is Aimed at the End Users to motivate them to demand the Products from the retailers, who will in turn demand from the Wholesalers & finally Sellers;
Pull Strategy Rely heavily on Advertising & Sales Promotion, such as
Sampling, Special Discounts, Giveaways, Displays etc;
