Concept and Objective of Promotion and Concept of Marketing Communication

Promotion

Promotion is a type of communication through which a business informs its target audience of the advantages of its service in order for them to understand how uniquely qualified it is to meet their needs. Mass communication that is paid for is referred to as advertising. We refer to it as selling if it is one-on-one or if one person is making a pitch to a small group. Public relations is what we term a communication strategy in which we take part in some way but do not pay for.

The aims and strategies of the organization launching the project are connected to the objectives of any marketing promotion. Typically, the marketing goals of promotional activities are to increase sales, increase brand awareness, or increase market penetration. The advertising budget of the company often determines the initiative's scope.

Objectives Of Promotion

Increase Business: Marketing promotions are typically utilized to draw in new clients for a company. This can be accomplished by carrying out a variety of promotional activities, such as starting social media campaigns, conducting special events, or executing targeted advertising campaigns. The objective is to approach potential new clients and give them a reason to support your company.

Increase Sales: Another goal of promotional marketing is to encourage people to spend more money on a company's goods and services after they become clients. The usage of a customer "rewards" card, which tracks what the consumer buys and generates coupons for related products, is an illustration of this marketing strategy in action. The overall goal of the marketing strategy is to persuade the customer to purchase extra or more expensive products than the ones that initially attracted them to your organization.

Repeat Business: To convert one-time customers into repeat customers is the goal of retention marketing promotions. It is possible to accomplish this by gathering consumer contact information and adding one-time customers to a list for direct mail or email advertising. Then, in order to keep them coming back, these customers receive special discounts, extra benefits, prior notice of sales, and "two-for-one" deals.

Brand Awareness: A small business needs to have a marketing goal of building brand recognition in order to maintain their name in front of customers and support their reputation. This can be achieved, in part, by using inexpensive promotional materials and maintaining consistency across all marketing messaging. An illustration would be promotional items with the organization's emblem or image, such as calendars, ink pens, coffee mugs, and refrigerator magnets. The ongoing message that is presented to those who use these things helps the company's brand awareness.

New Product Introduction: In order to expand a company's market reach into new markets while retaining its current customer base, new product launches are promoted through marketing campaigns. A cleaning business that expands its offerings to include handyman-style house repairs is an example of this strategy. The goal of the marketing offer is to draw in new customers looking for home repair services while upselling current customers who currently utilize the company for their cleaning requirements.

Marketing Communication

A well-coordinated promotional program is created to elicit the intended response from the audience as part of a variety of integrated activities that make up marketing communications. The majority of the target consumer's preference, image, and immediate awareness issues are centered on marketing communication. But there might be some restrictions attached to the idea of communication. These restrictions include expensive costs and a limited time frame that prevent them from producing the intended outcomes from the targeted clients.

The company uses a technique called integrated marketing communications (IMC) to identify itself and organize its communication initiatives. The main goal of integrated marketing communication (IMC) strategies is to provide clients with a seamless experience across all elements of the marketing mix.

The consumer has a wide range of options for goods and services, and they are frequently overloaded by the profusion of advertisements that clog both online and offline communication channels. If marketing communications are not pertinent to clients' requirements and wants, they run the risk of being disregarded and missed.

The ability of marketers to efficiently and concisely convey their company's messaging and story across a variety of communication channels to increase brand awareness is one of the key benefits of integrated marketing communications. Since customers are more inclined to connect with companies through numerous forums and digital interfaces, it is also more affordable than mass media. The other advantage of integrated marketing communications is that it gives businesses trying to increase sales and profit a competitive edge.

The majority of marketers in this day and age employ marketing communication to develop client relationships throughout the pre-selling, selling, utilization, and post-utilization phases. Different communication initiatives are being designed for particular segments & niches due to consumer peculiarities.

Element of Marketing Communication Process

The marketer must understand how communication functions for effective marketing communication. The nine components of the marketing communication process are listed below..

• Sender
• Encoding
• Message
• Media
• Decoding
• Receiver
• Response
• Feedback
• Noise

Each of these is discussed one by one.

Sender: The sender is the person or entity that is communicating with the recipient.

Encoding: Simply said, encoding is the process of turning ideas into meaningful symbols.

Message: The sender's collection of symbols is referred to as the message.

Media: The medium of communication used to transmit messages from sender to receiver is referred to as the media.

Decoding: Decoding is the process through which the receiver transforms symbols into meaning.

Receiver: The recipient of a sent communication is referred to as the receiver.

Response: Response is the pre-message behavior of the recipient.

Feed Back: The portion of the receiver's response that is conveyed back to the sender is known as feedback.

Noise: Noise is the unintentional distortion that occurs during communication and causes the recipient to interpret the original message incorrectly. If the process of encoding and decoding messages matches, the effective message is transmitted. The words and symbols used in the communication should be familiar to the recipient.

Reference

Kotler, P., & Armstrong, G. (2013). Principles of Marketing. Chennai: Pearson India Education Services Pvt Ltd.