After reading this article you will learn about the communication process of marketers with the customers through media, explained with the help of suitable diagrams. In communication there is transmission of message from sender to the receiver. The end result of the communication process is the understanding of the message. The Message is transmitted through Media or certain channels. 1. [...]
This article throws light upon the top five elements of promotional mix of products. The elements are: 1. Advertising 2. Personal Selling 3. Sales Promotion 4. Publicity 5. Public Relations. Element # 1. Advertising: It is a paid form of non-personal mass communication by an identified sponsor. The mass media used include print media, direct mail, audio visual media, bill [...]
This article throws light upon the five main objectives of promotional communication. The objectives are: 1. Behaviour Modification 2. Objective to Inform 3. Objective to Persuade 4. Objective to Remind 5. Specific Objectives. Objective # 1. Behaviour Modification: Promotion seeks to: (a) Modify behaviour and thoughts {e.g., get you to drink coca cola rather than Pepsi), (b) Reinforces existing behaviour [...]