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Promotion
The process of communicating with the target market to inform, persuade, and remind them about the availability, place, and price of a product or service.
Promotion Mix
The combination of all the tools in the marketing mix that are used for persuasive communication, including advertising, personal selling, sales promotion, and other selling tools.
Integrated Marketing Communication
The use of a common message that is conveyed through all elements of promotion, combining various tools in proportion based on factors like target audience and type of product.
Objectives of Promotion
The goals of promotion, including providing information about the product, stimulating demand, differentiating the product, and stabilizing sales by highlighting its utility.
Importance of Promotion
The significance of promotion in informing, persuading, reminding, creating relationships, adding value, and assisting other company efforts, such as building and maintaining brand image.
Source/Sender
The entity with the intention to spread the promotional message, which can be the producer or middlemen.
Message
The content of the communication, such as advertising message, salesman's pitch, or word of mouth communication, that needs to be interpreted by the receiver as intended by the sender.
Encoding
The process of putting the message together in an effective manner to influence the customer positively, using words, pictures, symbols, videos, and voice modulations.
Channel
The medium through which the message is transmitted to the intended audience, such as newspaper, radio, TV, pamphlets, or billboards.
Receiver
The target market or publics who receive the promotional message, including those who may not be interested in the message and competitors.
