Promotion/CommunicationPromotion/Communication

By Uttam Raj RegmiBy Uttam Raj Regmi

What is promotion?What is promotion?

• According to Prof. J. Stanton, “ Promotion is the element in the marketing mix that serves to inform, persuade, and remind the market of the organization and/or its products.

Functions of promotionFunctions of promotion

PROMOTION

Customer

Informing

Persuading

Reminding

Reassuring

PersuadingPersuading

ReassuringReassuring

Informing, PersuadingInforming, Persuading

RemindingReminding

Three channels of Three channels of communicationcommunication

Mass communication: if the target group is a mass then the most effective technique of communication is the mass communication

Selective communication: Direct mail and telemarketing

Personal Communications: Word of mouth and one to one communicationFor target groups as individuals, a direct approach is more appropriate which includes both selective and personal communication.

Mass communication Mass communication decisionsdecisions

In using mass communications, the social

marketer has five decisions to make

1. What communication objectives should be set

2. What to say in the communication

3. How to say it

4. Where to place the communication

5. How to time the communications

Execution of the Execution of the communicationcommunication

Rational execution: “ Quit Smoking or will get cancer”, “Seat Belts will save you from disfigurement in a car.”

Emotional execution: Nonverbal elements

Vocal expressionsFacial ExpressionsBody Movement/ Eye ContactPhysical Appearance

Types of personal Types of personal communication strategycommunication strategy

Outreach strategy: when the communicator is dealing directly with one person at a time, eg a social worker explains nutrition to the mother of the family.

Education strategy: The communicator deals directly with a group of people such as drug rehabilitation counselling

Word of mouth strategy: When the communicator arranges for members of target groups to function as secondary communicators.

TVCs, Radios, PostersTVCs, Radios, Posters

Participants to familiarize with tools of

mass and personal communication.

Displaying TVCs, Radio Jingles and IEC

materials of existing products for

reference.

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