Promotion is one of the factors determining the success of a marketing program. No matter how berkualitasnya a product, when consumers have never heard it and was not sure that the product will be useful to them, then they will never buy it.
Importance of the promotion can be illustrated by the parable that without anymarketing campaign can be likened to a black guy with glasses from a dark place on a dark night, winking at a beautiful girl in the distance. No one knows what these menthan himself.
Promotion is essentially a form of marketing communication. The definition ofmarketing communication is marketing aktivifitas trying to spread information,influence or persuade, or remind the target market for the company and its products to be willing to accept, purchase, and loyal to the products offered by the company concerned.
There are three main elements of the structure of the marketing communication process
1. communicators
Consisting of sender (sender) or communicators that convey the message and the recipient (receiver) or a communication message.
2. communications materials
There are several important marketing communication materials, namely
a. idea
b. Message (message)
c. media
d. Response
e. Feed back
f. Interference (noise)
3. The process of communication
The process of delivering a message (from sender to receiver) and shipping back the response (from receiver to sender) will require two kegiataan is encoding (functionsending) and decoding (receiving function).
Sources: Book Marketing strategy, Fandi Tjiptono, Publisher Andi Yogyakarta
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