promotion mix & marketing communication

International Marketing

Group Members

Faisal Shehzad 38

AAdil Shoaib 43

Muzafar Abass 41

Marketing Communication

Marketing communication is the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.

Communications Process

Sender EncodingMessage

MediaDecoding Receiver

ResponseFeedback

Noise

Elements in Communication Process

1) Sender- Someone who is sending the message. The maker of the brand is the sender of the advertising message.

2) Encoding- When we address someone, we use language, visuals, body gestures to communicate. All these are called symbols. The process of putting our thought into symbolic forms is called encoding.

3) Message- The symbols themselves constitute the message. Hence the visuals, headline, body copy, tag line, brand name, logo all are the parts of the message.

4) Media- The channel used for sending the message across to the receiver (customer) is called medium (or media).TV is an audio visual mediumRadio is an audio medium

5) Decoding- Once we receive the message we start interpreting it. The process of giving a meaning to all these symbols is called decoding.

6) Receiver- A receiver is one who reads/listens/ hears the message of the communicator.

7) Response- After having read the ad, I will react to the message. My reaction could be objective (if I accept what the sender of the message is saying) or negative (if I don’t accept).

8)Noise-The unplanned distortions or interference of die message is termed as ‘noise.’ A message is subjected to a variety of external factors that distort or interfere, its reception.

9) Feedback- Every communicator waits to know whether the message

(a) has reached the target audience or not(b) whether it has been accepted or not.

International promotion is promoting the business world widely or

it is the marketing carried out by companies across national

borderlines.

Key function-

developing and spreading credible communication about an offer

(product / service).

Features of international Promotion

•Multi lingual advertisements.

•Wider platform for all the products and services.

•Wider brand awareness through different medias

(internet/magazines / T.V/ Radio).

•Advertising campaigns on a large scale

Methods of international promotionsBelow the line promotion

includes promotion methods which are more personal, traditional

and allow the company’s control.

They include:

Public Relations

Sales promotions

Sponsorships

Direct sales

Trade Shows

Methods of international Promotion

Above the line promotion includes promotion methods using "mass

media“. Such techniques are usually seen as impersonal, designed to

reach as many people at as little cost as possible.

They include;

TV/Radio

Newspapers

Websites

Outdoor/Transport

Uses of international promotionInternational promotion has many potential uses in business:

Increase sales

Attract new customers

Encourage customer loyalty

Create awareness

Remind potential customers

Encourage new customers

Encourage brand switching

Stages of international promotionIdentify Target Audience

Which area , category, purpose will be decided

Determine Communication Objectives

Identifying the most important promoting objectives

(sales / demand/ Expanding/ market shares )

Determine the Message

Deciding the structure format of message, message source.

Budget Decisions

Deciding the estimated cost of promotional activities

Communication Mix Decisions

The media & method of promotional activities

AdvantagesBusinesses promote themselves internationally and for various

reasons:

•increase and maintain demand for the product.

•increase and maintain the market share of the product.

•raising awareness for the product

•create or enhance a brand image.

•expand by promoting new areas.

PROMOTION MIX

Specific combination of promotional methods such as

print or broadcast advertising, direct marketing,

personal selling, point of sale display, merchandising,

etc., used for one product or a family of products.

Six main Promotion Tactics

1. ADVERTISING

2. SALES PROMOTION

3. PUBLIC RELATIONS

4. PERSONAL SELLING

5. PUBLICITY

6. DIRECT MARKETING

Advertising….Any paid form of non-personal

presentation and promotion of

ideas, goods, or services by an

identified sponsor.

E.g.: print and broadcast Ads,

brochures and leaflets, billboards,

display signs symbols and logos

etc...

Sales Promotion

A variety of a short term

incentives to encourage trial or

purchase of a product or

services.

E.g.: sampling, gifts, coupons,

demo, rebates ,etc…

Sales Promotion Techniques

• Money off

• Bonus packs

• Free in or on-pack gifts

• Free in-the-mail offers

• Free samples

• Coupons

• Competitions

• Draws

What is Direct Marketing

Direct marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using market middlemen.

Direct Marketing Channels

• Direct-response adverts on television / radio• Mail order catalogues• E-commerce • Magazine inserts• Direct mail • Telemarketing

PUBLIC RELATIONS

“The planned and sustained effort to establish and maintain goodwill and mutual understanding

between an organization and its publics”.

Public relations activities include, press releases. company literature, videos, websites and annual reports.

PERSONAL SELLING

• Personal selling is oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale“

• e.g. sales presentations, sales meeting, incentive programs, fairs and trade shows.

PUBLICITY

Publicity refers to non-personal communications regarding an organization , product , service , or idea not directly paid. It usually comes in the form of news story , editorial , or announcement about an organization and/or its products and services.

Techniques used to gain publicity include news releases , press conferences , feature articles , photographs , films , and videotapes.

Types of Publicity

Active PublicityReaching out to people to try to get them interested

Passive PublicityPublicity that “just happens’’ without your intervention

Positive PublicityTends to motivate others

Negative PublicityRumors and false information

Adverse PublicityBad or non-desired publicity

Outcomes of Publicity

• Attention

• Visibility

• Market Share

• Recognition

• Branding

Dealing with Negative Publicity

Do’s…. • Open all communication lines

• Select a spokesperson

• Be empathetic

• Stay calm

DON’T’s

• Hesitation

• Confrontation

• Pontification

• Retaliation