This document discusses different promotional tools and marketing communication processes. It describes six common promotional tools: advertising, sales promotion, publicity, public relations, direct marketing, and personal selling. For each tool, it provides brief definitions and examples. It also outlines the key elements in the communication process, including the sender, encoding, message, media, receiver, response, feedback, and noise. The overall purpose is to explain the different ways marketers can promote their products and services to customers using various communication channels and tactics.

1. DIFFERENT PROMOTIONAL
TOOLS
AND
MARKETING
COMMUNICATION PROCESS
Principles of Marketing – Outcome 6

2. Different Promotional Tools &
Marketing Communication Process
 Advertising
 Sales Promotion
 Publicity
 Public Relations
 Direct Marketing
 Personal Selling
 Elements in the Communication Process

3. Advertising
 Advertising
 Any paid form of non-personal communication
and promotion of ideas through an identified
sponsor.
 Advertising Objectives
 Types of Advertising Media

4. Advertising Objectives
 Advertising Objectives:
A specific communication task is to be
accomplished with a specific target
audience during a specified period of
time.
The aim is to inform,
persuade(encourage) or remind.

5. Advertising Objectives
1. Informative Advertising
 Tell about a product, suggest a product, inform
the market about price change, and explain the
product how it works.

6. 2. Persuasive Advertising
 Building brand preference, encouraging to
switch to your brand, attributes
(features/qualities/characteristics)

7. Advertising Objectives
3. Reminder Advertising
 Reminding the customer that the product may
be required in near future, where to buy it.

8. Advertising (contd….)
 Types of Advertising Media – Where your
ads will be displayed or seen
 Television
 Newspaper
 Radio
 Internet
 Magazine
 Direct Mail – letters or brochures are sent to
customers
 Outdoor – billboards / electronic billboards

9.  http://www.youtube.com/watch?v=RQtFp3wY0
SQ Union is strength
 http://www.youtube.com/watch?v=JUrzF40DC
5M Informative advertisement

10. Sales Promotion
 Sales Promotion
 It is a short-term incentive(reason) to
encourage the purchase or sale of a
product or service. (Example: Offers,
coupons or certificate, free gifts, price
discounts, buy-1 get-1, etc.)

11. Types of sales promotion
 Consumer sales promotion-coupons,
rebates, samples, free product etc
 Trade sales promotion
 Business to business promotion

12. Direct Marketing
 It is a type of advertising campaign
 that seeks to elicit(cause) an action
 from a selected group of consumers
 in response to a communication from the
marketer.
 (such as an order, a visit to a store or Web
site, or a request for further information)

13. Personal Selling
 Personal presentation by the firm’s sales
force for the purpose of making sales and
building customer relationships – face-to-
face communication between the
salesperson and the customer; explaining
or demonstrating the product.

14. Marketing Communications
 Marketing Communications are messages
and related media used to communicate
with a market.
 Marketing communications is the
"promotion" part of the "Marketing Mix" or
the "four Ps": price, place, promotion, and
product.

15. Elements in the Communication
Process
 There are almost 8 elements in the
communication process. They are:
1. Sender. The party sending the message to
another party (also called the source of
communicator).
2. Encoding. The process of putting thought
into symbolic form.
3. Message. The set of symbols that the sender
transmits.
4. Media. The communication channels thought
which the Message moves from sender to

16. Elements in the Communication
Process
5. Receiver. The party receiving the message
sent by another party (also called the
audience or destination).
6. Response. The set of reactions that the
receiver has after being exposed to the
message.
7. Feedback. The part of the receiver's
response that the receiver communicates
back to the sender.
8. Noise. Unplanned static or distortion during
the communication process, resulting in the
receiver's receiving a different message than

17. Different Promotional Tools &
Marketing Communication Process -
Reviewed
 Advertising
 Sales Promotion
 Publicity
 Public Relations
 Direct Marketing
 Personal Selling
 Elements in the Communication Process

18.  Questions???
 Comments???