1. Prof Jayashree Vispute

2.  Communication
◦ The interpersonal transfer of information and
understanding from one person to another.
 A linked social process of sender, encoding, medium,
decoding, receiver, and feedback.
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4.  Encoding
◦ Translating internal thought patterns into a
language or code the intended receiver of the
message will likely understand and/or pay attention
to.
 Choice of words, gestures, or other symbols for
encoding depends on the nature of the message.
 Technical or nontechnical
 Emotional or factual
 Visual or auditory
 Cultural diversity can create encoding challenges.
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5.  Noise
◦ Noise: any interference with the normal flow of
communication.
◦ Understanding decreases as noise increases.
◦ Dealing with noise
 Make messages more understandable.
 Minimize and neutralize sources of interference.
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6.  Decoding
◦ Successful decoding depends on the receiver having
 a willingness to receive the message
 ability to overcome perceptual “screening in” and
“screening out”).
 knowledge of the language and terminology used in
the message.
 an understanding of the sender’s purpose and
background situation.
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7.  Feedback
◦ The choice factors for the form to provide feedback
are the same factors governing the encoding
process.
◦ Feedback affects the form and content of follow-up
communication.
◦ Effective feedback is timely, relevant, and personal.
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8.  Selecting a
Medium
◦ Face-to-face
conversations
◦ Telephone calls
◦ E-mails
◦ Memorandums
◦ Letters
◦ Computer reports
◦ Photographs
 Bulletin boards
 Meetings
 Organizational
publications
 News releases
 Press conferences
 Advertising
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9.  √ Sender. The party sending the message to
another party (also called the source of
communicator).
 √ Encoding. The process of putting thought
into symbolic form.
 √ Message. The set of symbols that the
sender transmits.
 √ Media. The communication channels
thought which the Message moves from
sender to receiver.

10.  Receiver. The party receiving the message sent
by another party (also called the audience or
destination).
 √ Response. The set of reactions that the
receiver has after being exposed to the message.
 √ Feedback. The part of the receiver's response
that the receiver communicates back to the
sender.
 √ Noise. Unplanned static or distortion during
the communi-cation process, resulting in the
receiver's receiving a diffe-rent message than the
sender sent.

11.  A concept of marketing communications
planning that recognizes the added value of a
comprehensive plan that evaluates the
strategic roles of a variety of communication
disciplines and combines these disciplines to
provide clarity, consistency and maximum
communications impact (through the
seamless integration of discrete messages).

12. What is promotion
(Marketing Communication?
 Modern marketing calls for more than
just developing a good product, pricing
it attractively, and making it available to
target customers. Companies also must
communicate with their customers, and
what they communicate should not be
left to chance. For most companies, the
question is not whether to
communicate, but how much to spend
and in what ways.

13. What is promotion……?
 “ Promotion is the co-ordination of
seller’s efforts to set up channels of
information and persuasion to
facilitate the sales of goods/services
or acceptance of an idea. ”

14. What is promotion……?
To Inform To Persue
To Modify Behavior To Remind
PROMOTION

15. What is promotion……?
 “Promotion is an act of communication”
 “It includes all those activities which are
aimed at creating and stimulating
demand”
It performs many functions:
• It tells how and why a product is used
• By what kind of person
• Where and when to use
• Who makes the product
• What the company and brand stands for
• What reward or incentive for trial or usage

16. PROMOTIONAL TOOLS
(THE PROMOTION MIX)
Advertising
Sales promotion
Public relations and Publicity
Direct Marketing
Interactive marketing
Personal selling
Events and experiences
Word of mouth marketing

17. ELEMENTS OF PROMOTION MIX
1.Advertising : Any paid form of non-
personal presentation and promotion
of ideas, goods or services by an
identified sponsor.
2.Publicity : Non-personal stimulation
of demand for a product or service or
business unit by planting commercially
significant news about it in a
published medium or obtaining
favorable presentation of it upon
radio, T.V., or stage that is not paid for
by the sponsor.

18. ELEMENTS OF PROMOTION MIX
3.Personal Selling : Oral presentation in a
conversation with one or more
prospective purchasers for the purpose
of making sales.
4.Sales Promotion : All those marketing
activities – other than
advertising, publicity and personal
selling that stimulate consumer
purchasing and dealer effectiveness such
as displays, shows &
exhibition, demonstrations and various
non – recurrent selling efforts. These are
usually short term activities

19. ELEMENTS OF PROMOTION MIX
5.Direct Marketing : Has several forms - direct
mail, telemarketing, electronic marketing and so
on. It has a few distinctive characteristics non –
public / customized / Up- to- Date (Messages
can be prepared very quickly for an individual) .
 6. Events and experiences: Company sponsored
activities and programs designed to create daily
or special brand related interactions.
 7. Interactive marketing: Online activities and
programmes designed to engage customers/
prospects and directly or indirectly raise
awareness, improve image or elicit sales.

20. Communication Platforms
Advertising
 Print and broadcast
ads
 Packaging inserts
 Motion pictures
 Brochures and
booklets
 Posters
 Billboards
 POP displays
 Logos
Sales Promotion
 Contests, games, sw
eepstakes
 Premiums
 Sampling
 Trade
shows, exhibits
 Coupons
 Rebates
 Entertainment

21. Communication Platforms
Events/ Experiences
 Sports
 Entertainment
 Festivals
 Causes
 Factory tours
 Company museums
 Street activities
Public Relations
 Press kits
 Speeches
 Seminars
 Annual reports
 Charitable donations
 Publications
 Community relations