Transcript ROLE OF PROMOTION

ROLE OF PROMOTION
• COMMUNICATION!
COMMUNICATION!
COMMUNICATION!
COMMUNICATION!
COMMUNICATION!
COMMUNICATION!
COMMUNICATION!
GOLDEN
IMC
• Integrated Marketing
Communication
– Coordinate promotion
and other marketing
efforts.
– Maximize
informational and
persuasive impact
through synergy.
– Create seamless
message.
GOLDEN
NONVERBAL
COMMUNICATION (NVC)
• Haptics/Tactile: Use of touch.
• Proxemics: Use of space.
• Kinesics: Use of body.
GOLDEN
PROMOTION OBJECTIVES
• Create Awareness
• Retain Loyal
• Stimulate Demand
Customers
– Primary and
• Facilitate Reseller
selective demand
Support
• Encourage Trial
• Combat
• Identify Prospects
Competition
• Reduce Sales
Fluctuations
GOLDEN
PROMOTION MIX
• Advertising: Paid non-personal communication.
Cost efficient but has slow, inaccurate feedback.
• Personal Selling: Paid personal communication.
Very expensive per contact but has fast and
accurate feedback.
• Public Relations: Communication with various
internal and external publics. Image management.
• Sales Promotion: Inducement or incentive that
adds value. Irregular use and mostly a short term
strategy.
GOLDEN
PUSH/PULL STRATEGIES
• PUSH: Pushing promotions to the next
institution in the marketing channel.
• PULL: Promote directly to consumer, which
creates demand and pulls products through
the marketing channel.
GOLDEN