PROMOTION
PROMOTION
CONCEPT:
Promotion on is also an important element of marketing mix.,when a product is ready for sale the buyers must be communicated about the existence of the product and it's feature uses and benefits,promotion is that element of marketing mix,which perform the task of communicating the information about the product ,promotion is also known as marketing communication ,promotion provides valuable information to the buyers about the product it's price,place of availability uses and benefits such information helps the buyers to make a purchased decision,it also helps to persuasive the buyers to accepts the products ,so it persuasive communication and it incolses various components namely personals saving,advertising sales promotion,publicity and public relation.
OBJECTS OF PROMOTION
INFORMING:
The ist objects is to inform the buyers about its prodcut ,its price,place of ability ,features ,uses and the benefits that the buyers can obtain after buying and using the product ,such information helps buyers to develop better purchased decision among various product alternatives.
*PERSUADING:
The 2nd imp. objectives of promotions is to persuade the buyers to buy companies product and brand ,in competitive market the buyers have many alternative to make choice,in such a situation the company can not sell its product only by supplying the information about the product the buyers must be persuaded to buy the companies product and brand by creative favorable impression in the mids of the buyers ,promotion bears such responsibility.
*REMINDING:
The next objective is to remind the buyers about the product ,onces a product is communicated it may not work for ever ,the buyers may forget the companies product and brand cause they have limited capacity to remember the companies product and brand among so many product and so many competitors brand ,so promotion is also done to remains the buyers about the product.
*RE-ASSURING:
Promotion effort is also made to reassure the buyers on the products quality the performances ,some time the buyers may fell anxiety over their prochase decision and re-assuring the buyers helps to reduces such anxiety.
Process and components of marketing communication promotion is regarded as marketing communication.communication is the process of exchanging idea or transferring information and when communication take place in the field of marketing then it is know as marketing communication.
communication must be effective and interacting so that the buyers can notices and remember it for the long time,for effective communication,communication must be move in a systematic process,communication process involves in 7 components they are:
*INFORMATION SOURCE
Communication process starts with information sources ,sender or communication is the information sources who is willing to communicate something.
Information sources may be individual or institution,marketing communication the marketer is the information sources ,he design and prepare the message to be communicated and send the message target stome.
He select the media through his message is communicated ,effectiveness communication depend on clarity and adequacy of information.
*ENCODING
When the idea or information is presented in the firm of words,sound and or in any other then the information into words sounds,symbols,pictures,gesture etc. it is known as encuding ,so in this stage information is convested into sound picture ,word etc.
Encoding process must be decording process that means information must be encoded in such a way that the receiver can understand it accurately ,so for encuding process the sender must considered the factor like,education,experience and background of the receivers.
*MASSAGE CHANNEL:
After including the message it must be delivered to the target audience the media through which message is communicated is known as message channel but their are various message channel available to the communicator such as audio media-radio,visual media -poster,banker,audio vedio/media,tv,print media -newspaper ,magazine ,journal personal media -sales people,mechanical media,merchandise media-telephone ,internet,fax.
the communicator must select appropriate media to convey the message ,he must use the media that reach to the target odiancethe selection of media also depends on communication objective ,if the objective of communication is to inform about the product audio or media is effective for persuasive communication and similarly visual media is generally used to remind the buyers and personal media is used to reserver the buyers on the product quality and performance.
*DECODING:
When the receiver receiver message transmitted he needs and hears the message he will try to understand it that means he gives meaning and interpretation to the message on the basis of his ability and experiences ,this process is known as decoding ,so decoding is the process of understanding message communicated,communication will be meaning full and effective only when the endoing the message is deliver and understand by the reciver in the same way.
RECEIVER:
It is one to whom the message is transmitted in marketing communication the receiver can be consumers,industrial users middle men or target market.
*FEED BACK:
It is the receiver response or re-action when the receiver the message he re-act on responds to the message ,his re-action may be positive or negative ,if his re-action is positive he is supposed to accept the offer of the marketer and he will purchase the product ,if his re -action will negative his supposed to refused the offer of the marketer the communicator must understand .
by santosh
CONCEPT:
Promotion on is also an important element of marketing mix.,when a product is ready for sale the buyers must be communicated about the existence of the product and it's feature uses and benefits,promotion is that element of marketing mix,which perform the task of communicating the information about the product ,promotion is also known as marketing communication ,promotion provides valuable information to the buyers about the product it's price,place of availability uses and benefits such information helps the buyers to make a purchased decision,it also helps to persuasive
OBJECTS OF PROMOTION
INFORMING:
The ist objects is to inform the buyers about its prodcut ,its price,place of ability ,features ,uses and the benefits that the buyers can obtain after buying and using the product ,such information helps buyers to develop better purchased decision among various product alternatives.
*PERSUADING:
The 2nd imp. objectives of promotions is to persuade the buyers to buy companies product and brand ,in competitive market the buyers have many alternative to make choice,in such a situation the company can not sell its product only by supplying the information about the product the buyers must be persuaded to buy the companies product and brand by creative favorable impression in the mids of the buyers ,promotion bears such responsibility.
*REMINDING:
The next objective is to remind the buyers about the product ,onces a product is communicated it may not work for ever ,the buyers may forget the companies product and brand cause they have limited capacity to remember the companies product and brand among so many product and so many competitors brand ,so promotion is also done to remains the buyers about the product.
*RE-ASSURING:
Promotion effort is also made to reassure the buyers on the products quality the performances ,some time the buyers may fell anxiety over their prochase decision and re-assuring the buyers helps to reduces such anxiety.
Process and components of marketing communication promotion is regarded as marketing communication.communication is the process of exchanging idea or transferring information and when communication take place in the field of marketing then it is know as marketing communication.
communication must be effective and interacting so that the buyers can notices and remember it for the long time,for effective communication,communication must be move in a systematic process,communication process involves in 7 components they are:
*INFORMATION SOURCE
Communication process starts with information sources ,sender or communication is the information sources who is willing to communicate something.
Information sources may be individual or institution,marketing communication the marketer is the information sources ,he design and prepare the message to be communicated and send the message target stome.
He select the media through his message is communicated ,effectiveness communication depend on clarity and adequacy of information.
*ENCODING
When the idea or information is presented in the firm of words,sound and or in any other then the information into words sounds,symbols,pictures,gesture etc. it is known as encuding ,so in this stage information is convested into sound picture ,word etc.
Encoding process must be decording process that means information must be encoded in such a way that the receiver can understand it accurately ,so for encuding process the sender must considered the factor like,education,experience and background of the receivers.
*MASSAGE CHANNEL:
After including the message it must be delivered to the target audience the media through which message is communicated is known as message channel but their are various message channel available to the communicator such as audio media-radio,visual media -poster,banker,audio vedio/media,tv,print media -newspaper ,magazine ,journal personal media -sales people,mechanical media,merchandise media-telephone ,internet,fax.
the communicator must select appropriate media to convey the message ,he must use the media that reach to the target odiance
*DECODING:
When the receiver receiver message transmitted he needs and hears the message he will try to understand it that means he gives meaning and interpretation to the message on the basis of his ability and experiences ,this process is known as decoding ,so decoding is the process of understanding message communicated,communication will be meaning full and effective only when the endoing the message is deliver and understand by the reciver in the same way.
RECEIVER:
It is one to whom the message is transmitted in marketing communication the receiver can be consumers,industrial users middle men or target market.
*FEED BACK:
It is the receiver response or re-action when the receiver the message he re-act on responds to the message ,his re-action may be positive or negative ,if his re-action is positive he is supposed to accept the offer of the marketer and he will purchase the product ,if his re -action will negative his supposed to refused the offer of the marketer the communicator must understand .
by santosh
LINK REFER.SANTOSH
0 comments:
Post a Comment