The role of promotion in the marketing mix:
Promotion: communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence their opinion or elicit a response.
The Promotions Mix use several ingredients to reach a target market:
- advertising
- public relations
- sales promotion
- personal selling
Communication: the process by which we exchange or share meanings through a common set of symbols.
- Interpersonal communication- direct, face-to-face communication between two or more people. People can respond immediately when using this type of communication.
- Mass Communication- communicating a concept or message to large audiences. i.e. TV, newspaper, online, blogging etc.
- Sender
- Encoding
- Receiver
- Decoding
- Feedback
- Informing
- Persuading
- Reminding
No comments:
Post a Comment