The promotion and Publicity

There are many people that define the promotion as a synonym for publicity. Advertising is a tool that is used to communicate the message promotional. The promotion involves the use of other elements combined and well coordinated allow achieve better results.

These basic elements are: public relations, sales promotion, sales personnel, advertising, merchandising, direct marketing, telemarketing, internet promotion and customer service. Each has advantages and disadvantages that strongly influence the selection of the promotional mix that was used in a promotional scheme. Basically these advantages and disadvantages have much to do with the costs and coverage that is required for a promotional campaign

One objective of the promotion is to maintain an adequate level of sales that allows companies stay in the market to achieve this and other promotional goals, it makes use of the nine basic elements (and above), which form the is known as the promotional mix.

The marketing plan is developed based on the strategic plan of the company. The promotion plan is one of the elements that are part of the marketing plan.

The plan detailed promotional objectives, strategies, tactics, budgets, resources for the development of promotional activities for a certain time.

So, what is promotion?

The promotion appears to be a form of communication used by an organization, which seeks to inform and remind members of the existence of a market for a product, trying to persuade them on their feelings, beliefs and behaviour to prefer your product or product.

Based on the goals and strategies promotional raised creates the message that you want to communicate to a target market. When you have a clear message to be conveyed, it must be coded in a manner which would be sent to selected audiences. The encoding of the message can be in the form of symbols, images or combined.

Once it is encrypted message, you pick the channels used to transmit the message promotional, i.e. selecting the elements of the promotional mix to be used, including advertising (radio, television, newspapers, magazines, etc. .)

Taking clear the means by which the message is sent, it is sent to the recipient or target audience. The hearing upon receiving the message decode, i.e., analyses and interprets the message received.

Once the recipient decrypts the message, delivered an answer, or not giving the expected results by the originator of the message. Once the receiver has given its response to the received message, the issuer analyses results for the message sent.

The results received by the issuer will be compared with the issuer hopes to receive, if the results are not expected that the issuer must make the necessary corrections to improve results.

We must take into account that in the communication process of the promotion (and if in any process that involves communication) can be affected by different distractores that may affect the actual promotional message transmission.

In conclusion, the approach involves the promotion of objectives, strategies and tactics for promoting addition, the selection of the target audience, the selection of the promotional message, the channels of transmission of the message. It must take into account the determination of the promotional budget and the identification of benchmarks to perform feedback on the results that we will have to implement the plan promotional.

These parameters will be in strict relation to the goals set at the time of preparation of the marketing plan. Finally, the promotion is useful to inform and remind the existence of a market a product. Taking the intention of persuading and influencing the behaviour, beliefs, feelings and customs of a target audience.