PAZARLAMA YÖNETİMİ

Unplanned static or distortion during the communication process are called asnoise. The receiver cannot interpret the message accurately, may miss important points of the message if a noise exists in the communication process.

E is about sales promotion.

Influencing: Advertising messages influence us to try the products. You may find yourself going to a supermarket to purchase a new chocolate or snack food to try it because of its advertisement on television.

Emotional appeals attempt to stir up either negative or positive emotions that can motivate purchase. Emotional advertising refers to advertising that tries to evoke emotions in consumers rather than to make consumers think. Emotional ads mainly consist of non-verbal elements such as images and emotional stimuli. Emotional appeals focus on fear, love, humor, sex, music, fantasy, surrealism, safety and social states like gaining status or rejection. It is generally accepted that consumer’s emotions are important in decision-making and advertisers try to persuade people by affecting their feelings.

Advertisers using rational appeals in their messages focus on the consumer’s practical, functional or utilitarian need for the product/service. They may explain the features and benefits of the product and some facts about the products, such as giving information about the warranty of a product and explaining how many years it can be used. Showing how many dishes may be washed by a detergent and emphasizing the low price is another example of the rational appeal. Here the message is given in an informative and verifiable way by the use of facts, data etc. to persuade the buyer. Common rational appeals include comfort, convenience, economy, health, touch, taste, smell, quality, dependability, durability, efficiency, efficacy and performance.

Slice of life: In these advertisements “typical” people use a product in a normal setting. An old couple may be shown sitting in their armchairs and drinking Turkish coffee while having a conversation as a daily routine.

Testimonial evidence or endorsement: A trustable and credible person suggests the product. This person maybe a celebrity or an ordinary person representing the target market of the product.

Sales promotions work when a companyis introducing a new product, especially a product with high perceived risk. A coupon or a sample pack may encourage the customer to try the product with fewer costs.

Personal selling is a person-to-person communication in which a seller attempts to assist and/or persuade prospective customers to purchase the company’s products or services. In personal selling, there is a direct contact and communication between the customer and the seller.

Solution vendor: A seller visiting small and medium sized companies that have problems with customer relations management may provide a solution to the customers. Solution vendors work to understand the problems of the company and may offer a CRM software to the company, may work with the company’s personnel together on the effective use of the software.

Communication involves nine elements. The message’s sender and the message’s receiver are the two major parties or sides of the process. The message and the media are the tools used in the communication process. The other elements are encoding, decoding, response, feedback and noise.

Sender, receiver, encoding, decoding, message, media, response, feedback and noise are the elements of the communication process.

The process of putting thoughts into symbolic forms is called encoding. The shampoo’s newspaper advertisement may just show shining black hair and a few words. By these words and pictures, the marketer wants to give the message it intends. The shampoo ad consisting of a set of symbols and that is printed on the newspaper or aired on the television is the message.

Assume that some parts of the newspaper is teared and the receiver could not see the written part of the message. On the other hand, the receiver’s mind may be so busy with the very awful news about a traffic accident on the same page. Thus she could not give her attention to the ad. These types of unplanned static or distortion during the communication process are called as noise.

Promotional tools are designed for accomplishing specific marketing communication objectives. Not only the promotional tools, but also other marketing mix variables also send messages to consumers.

Promotional tools fulfill various functions for an organization. Promotional tools aim to influence or persuade the customers by sending some messages to them. The message transfer that is directed to certain known and individually addressed persons is called personal communications.

“Advertising is non-personal mass communication using mass media such as TV, radio, newspapers, magazines, billboards, etc.), the content of which is determined and paid for by a clearly identified sender (the company)”

There are various ways to present a message each using a different style, tone, words and format. Some of the popular message execution styles are as the followings: Slice of life. Lifestyle. Technical expertise. Fantasy. Mood or image. Musical. Testimonial evidence or endorsement. Scientific evidence. 

Personality symbol: In some of the ads, a specific character is created to represent the brand.

Sales positions may cover different types of selling positions.

Demand creator: This selling position requires sellers to use creative methods to sell physical products and mainly services. Since services are intangible and nonvisible personal selling helps a lot to create demand. A seller presenting new types of insurances like data security insurance to the industrial companies is an example of demand creator.

There are two different promotion strategies as push promotion and pull promotion. In the push strategy, promotional efforts are directed to sales force and intermediaries like the retailers. For example, a company may use trade promotion if it wants retailers to give a special support to the sales of a product. In return, the retailer promotes the product to its customers. Another example to push a product through channels may be a sales contest for the salesforce. The sellers may be offered a big prize if they sell a certain amount of product to the retailers.