Question

Well-developed explanation.

A. Describe the communication process.

B. Explain the goals and tasks of promotion.

C. Describe the factors that affect the promotional mix.

Answer 1

A) The communication process involves conveying the message of an individual or a team or a brand to a wider audience of stakeholders. This would typically involve transmission of a specific details on the objectives, goals, motivation or inspiration to other to undertake or refrain from doing certain activities to accomplish certain tasks and complete the goals.

It involves usage of various tools and methods such as broadcasting through mass media as televisions, radio and newspaper or more specific channels such as e-mails, posts on social media etc.

B) The goals and tasks of promotion involves:-

• Achieving brand visibility among the targeted customers.
• Increase in the recall in the mind of the customers.
• Persuade them to buy the product or service.
• Increase the perceived value in the minds of the consumer thus providing pricing power.

The tasks involves activating various channels including conduct of road shows, mass mailers, digital marketing etc. to increase brand image and persuade customer to experience the product or service.

C) The factors which affect the promotional mix are:

• The type of product or service determines the promotional mix as old economy products uses older channels while newer products or services tend to use digital channels.
• The target customer segment also plays a part. If the target segment is tech savvy then it makes sense to use newer mode of promotion.
• Cost of promotion for each kind of channels and the budget of promotion affects the mix as the optimal mix of channels is directly depended on the cost incurred in each channels.
• User preferences tend to influence promotional strategies as places both offline and online which are frequently visited by the consumer tend to get a lion’s share of promotional material.
• Size and scale of distribution network implies that a smaller distribution network would sometimes incur lower cost in promotion as the number of promotional materials have to be displayed in few retail outlets. While an extensive distribution network would imply a large cost for preparation and installation of materials to be used for promotion.