PROMOTIONAL COMMUNICATION

As a company develops a new product, modifies an old one or desires to enhance sales of an existing product or service, it ought to transmit its selling messages to potential customers. In the present time competitive and volatile environment all marketers communicate with their target markets. Though there in no positive relationship between the promotion and sales but then also it can be said that if promotional programs are aimed at the target customers, and the marketer gains.

Undoubtedly, in current times the promotion has become the most controversial aspect of the marketing mix. Several critics maintain that the marketers engaged in promotion are treated like propagandist as they attempt to convince people to behave in a way that would not otherwise act. But this is not true. In marketing the customer is judicious and behaves rationally. No one can compel an individual to act his way. Promotion is only a means of communication about the product with no motive of persuading for that act which he do not want to do.

You know that the exchange is the key element of the definition of marketing. The process of exchange involves communication. Promotional communication has more to perform. It informs, persuades and reminds. These basic purposes are accomplished at the different stages of the product life cycle. For example, in the introduction stage promotions inform, in growth stage persuade and in maturity stage remind and persuade.

PROMOTION AS COMMUNICATION

Promotional communication is not always directed towards to the ultimate consumer. It may be aimed at industrial customers, institutions or towards mediators. Promotion is an important instrument for both the commercial as well as non commercial organisations. You know that very often it is applied to sell a product or a service it is also being used in the marketing of social services, political issues, religious thought and ideas.

Advertising and promotion have now become an essential part of our economic social and fabric. Advertising has gradually and naturally developed as an important communication system for both consumers and businesses. The power of advertising and other promotional methods to convey carefully designed messages to target audiences has imparted them a major function in the marketing programs of many organisations; Companies from large multinational corporations to small retailers more and more depend upon advertising and promotion to assist them market their products and services. In the market based economies, consumers look for advertising and other mediums of promotion for information they require for making purchase decisions.

The importance of advertising and promotion has increased tremendously during the half century which is evident from the volumes of expenditure allocated for these areas. Thanks to the initiation of liberalization policies of Indian Government in 1991, the advent of multinationals took place and the Indian market became very competitive resulting in multi fold increase in promotional expenditure.  Making use of the promotional tools, the expansion oriented marketers took advantage of growth opportunities in several regions of the country. The growth in promotional expenditures also reflects that the marketers around the world recognize the value and importance of advertising and promotion. Promotional strategies play a vital role in the marketing programs of the companies in communicating and selling their products to their customers.

COMMUNICATION PROCESS

In communication the sender transmits the message to the receiver. The ultimate aim of the communication process is the understanding of the message. The Message is transmitted through Media or certain channels.  Response of a Message is feedback.  The Noise element distorts the message. The Message should fulfil three tasks in order to be effective :

1. It must get the attention of the receiver.
2. The message must be understood
3. It must stimulate the need of the receiver and suggest appropriate methods to satisfy their needs.

The field of experience and frame of reference overlap which makes (Fig.) the communication

 possible. It means that the sender and the receiver should have the same frame of mind to send and to receive the message otherwise the communication will block or filter. In order to make the communication effective, the marketers communicate to different target audience through several media. The advertisement of a product or service is presented in different media and with the different message wording to make customer understand about the product/service and to develop frame of reference and field of experience.
The figure presents all the complexities of the mass communication situation with multiple communicators, each transmitting a number of different types of messages, people influenced differently in different segments. Certain individuals are affected by the two step flow. And the feedback is not direct as occurs in the two person situation. There is either artificial feedback in the form of communication research or natural feed back in the form of action concerned to the campaign.

NOISE IN THE COMMUNICATION SYSTEM

Noise which can occur at any place in the system interferes with the communication process. Noise may result because the sender is unclear about what is to be communicated. For example, the product concept may be fuzzy or ambiguous. Noise may also take place because the environment of the sender and that of the receiver have differences. It is, for example, extremely difficult to set up a meaningful communication between the member of the upper middle class and a person residing in a as their experiences and values may widely differ. Channel distortions, channel message incompatibility, receiver distractions, or receiver disinterest may also create. Thus, anything that interferes with communication is termed as noise. The difficulty of mass communication and the ever present threat of noise in the system have directed to determine certain conditions essential to the success of communications.

• The message must create personality needs in the target audience and propose alternatives to satisfy these needs.
• The suggested alternative must be appropriate to the group situation where the target finds himself at the moment he is persuaded to make the desired response.
• The design and delivery of the message must draw the notice of the target audience.
• The message must use signs which make reference to experience common to source and destination to facilitate to ‘get meaning across.

An appropriate channel that is compatible with and reinforces the content must be employed to communicate the message.

COMPONENTS OF PROMOTIONAL MIX

The 4Ps Product, Price, Place and Promotion are the major decision making areas of marketing. The promotion mix involves the careful integration of a number of elements including advertising, sales promotion, sales promotion, Publicity, Public Relations and Personal Selling to accomplish the organization’s promotional objectives.