UNIT 4

Communication Mix - AIDAS

∙ Attention
∙ Interest
∙ Desire
∙ Action
∙ Satisfaction

Communication process

∙ Sender
∙ Encoding
∙ Message (Media)
∙ Decoding
∙ Receiver
∙ Response
∙ Feedback

Steps in developing effective communication

1. Identify target audience

2. Determining communication objective
a. Awareness
b. Knowledge
c. Liking
d. Preference
e. Conviction
f. Purchase
3. Designing the message
a. Message content
b. Message structure
c. Message format
d. Message source
4. Selecting communication channels
a. Personal communication channels
b. Non-personal communication channels
5. Determining promotion budget
6. Deciding on the promotion mix
7. Measuring promotion results
8. Managing and coordinating the communication process

Prepared by,
S.Bharani Lakshmi., M.Com.,M.Phil.,MBA.,UGC
NET Assistant Professor, Department of Commerce
SDNB Vaishnav College for Women
Advertising:

Advertising is any paid form of non-personal presentation and promotion of ideas, goods and
services by an identified sponsor.

Steps in advertising process

∙ Mission
∙ Money
∙ Message
∙ Media
∙ Measurement

Major advertising media

∙ Newspapers
∙ Television
∙ Direct mail
∙ Radio
∙ Magazines
∙ Outdoor
∙ Yellow pages
∙ News letters
∙ Brochures
∙ Telephone
∙ Internet

Features of advertising

1. Mass non-personal communication

2. Benefits the buyers
3. Persuades buyers to buy the goods advertised
4. Maximizes the profit
5. Paid form of publicity
6. Identified with a sponsor

Differentiate between advertising and sales promotion

Prepared by,
S.Bharani Lakshmi., M.Com.,M.Phil.,MBA.,UGC
NET Assistant Professor, Department of Commerce
SDNB Vaishnav College for Women
Differentiate between advertising and personal selling

SALESMANSHIP

1. Demand filling salesmanship

2. Creative salesmanship
3. Professional salesmanship

Elements of Salesmanship (SMS)

∙ Establishes lasting relationship between the salesman and his customer ∙

Creates wants that never existed before
∙ Consists of one human mind influencing another human
∙ Provides the knowledge, technical assistance and the counsel of salesman ∙
Should guide the customers
∙ Should furnish full information to the buyers
∙ Must create a goodwill for the firm and its products
∙ Should deal with the complaints made by the customers
∙ Has to report on- sales made, calls made, complaints etc
 ∙ Has to collect the payment for the sales made
∙ Must cooperate with the firm

Prepared by,
S.Bharani Lakshmi., M.Com.,M.Phil.,MBA.,UGC
NET Assistant Professor, Department of Commerce
SDNB Vaishnav College for Women
QUALITIES OF A GOOD SALESMAN

1. Physical
a. Good appearance
b. Sound health
c. Good posture
d. Pleasing voice
2. Mental
a. Quick action
b. Imagination
c. Self confidence
d. Enthusiasm
e. Creative talk
f. Initiative
g. Observation
3. Social
a. Good manners
b. Courtesy
c. Tactfulness
d. Helpfulness
e. Politeness
f. Cooperation
g. Friendly
h. Dependability
4. Moral
a. Determination
b. Sincerity
c. Integrity
d. Loyalty
e. Courage
f. Industrious
g. Self management
Prepared by,
S.Bharani Lakshmi., M.Com.,M.Phil.,MBA.,UGC
NET Assistant Professor, Department of Commerce
SDNB Vaishnav College for Women