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Advertising and Promotion


Introduction

Communication plays a major part when it comes to advertising, this
booklet explains the communications industry, and it also looks at the
roles of the various parties in the industry and their relationship
between one another.

Communications Process

Communication is contact between two or more parties, giving
information.

The aim of the communications process is to influence buyer behaviour,
but before the marketers can influence the consumers they need to know
how the communication process works.

A View of the Communications Process

All marketers send a message to encourage you to buy their product.

PRESELLING SELLING

(How to sell it and how to sell it) (How to sell it and the way you
sell it)

POST- CONSUMPTION CONSUMING

(To sell it again) (Whilst you are selling your product)

I am to give you 2 communication model theories of communication
activity.

1. Lasswell's theory

According to Lasswell, Power and Personality (1948) a communication
model should answer the following questions:

· Who?

· Says What?

· In What Channel?

· To Whom?

· With What Effect?

2. Kotler's theory

But according to Kotler, Marketing Management: Analysis, Planning,
Implementation and Control (1991) the communication process was a
sender/receiver model which to him provides a framework for answering
the questions of Lasswell.

Elements in the communications process (Kotler theory)

Sender's field of experience

1. SENDER - The party sending the message to another party so they
buy that product e.g. Packard...