1. The process
   1. Sender: the party sending the mesage to another party
   2. Encoding: the process of putting a message into symbolic form
   3. Medium: The communication channels through which the message moves from sender to receiver
   4. Decoding: the process by which the receiver assigns meaning to the symbols encoded by the sender
   5. Receiver: the party receiving and reacting to the message sent by another party
   6. Feedback: the part of the receiver's response communicated back to the sender
   7. Noise: the unplanned static or distortion during the communication process that results in the receiver's getting a different message than the one the sender sent
2. Strategy
   1. Push
   2. Pull
3. For effective communication
   1. Positioning statement should provide the "blue print"
   2. Base decisions on research-based consumer insights
   3. create and authentic brand or brand story
   4. be clear and consistent
   5. Measure effectiveness against objectives
4. Advertising
   1. Types of advertising
      1. Pioneering (or informational)
      2. Competitive (or persuasive)
      3. Reminder (or advocacy)
   2. Advertising Process
      1. 1. Objectives setting
         1. Communication objectives
         2. Sales objectives
      2. 2. Budget decision
         1. Affordable approach
            1. Usually small businesses
            2. Ignores the effects of promotion on sales
         2. Percentage of sales
            1. Advantages: -Simple to use -Helps management to think about the relationship between promotion spending, selling price, and profit per unit Disadvantages: -Based on availability of funds rather than on opportunities. Prevents increased spending sometimes needed to turn around falling sales. -Does not provide and basis for choosing a specific percentage, except what has been done in the past or what competitors are doing
         3. Competitive parity
            1. Advantages: -Competitor's budgets represent the collective wisdom of the industry. -Spending what competitors spend helps prevent promotion wars. Disadvantages: -The competition does not necessarily have a better idea of what the company should be spending on promotion than does the company itself. Each company has unique promotion needs. -No evidence that budgets based on competitive parity prevent promotion wars
         4. Objective and task
            1. Defining specific promotion objectives
            2. Determining the tasks needed to achieve these objectives
            3. Estimating the costs of performing these tasks
            4. The sum of these costs is the proposed promotion budget
            5. Advantages: -Forces management to spell out its assumption about the relationship between dollars spent and promotion results Disadvantages: -Difficult to use in short and long run planning because the company might shift direction over time
      3. 3. Message decisions
         1. Message strategy
         2. Message execution
         3. Types of appeals
            1. Fear
            2. Sex
            3. Humor
         4. Appeals should be
            1. Meaningful
            2. Believable
            3. Distinctive
      4. 3. Media decisions
         1. Reach, frequency, impact
            1. GRPs
            2. CPM
         2. Major media types
         3. Specific media vehicles
         4. Media timing
         5. How to select the right media
            1. Conflicting goals
            2. Maximize exposure
            3. Minimise cost
            4. Considerations
            5. Target audience
            6. Type of product
            7. Nature of message
            8. Campaign objectives
            9. Available budget
      5. 4. Advertising evaluation
         1. Communication effects
            1. Unaided recall
            2. Aided recall
            3. Attitudinal measures
            4. Inquiry tests
         2. Sales and profit effects
         3. Return advertising
5. Public relations
   1. Objectives
      1. Introducing new products or processes
      2. Influencing government legislation
      3. Enhancing the image and/or awareness of the organization, products, brand region, idea, etc.
      4. Diffuse negative information or rumors
      5. Change or reinforce existing attitudes and feelings
   2. PR tools
      1. Press releases and media events
      2. Special events and sponsorships
      3. Public service activities
      4. Product placement
      5. Organization's websites and social media
6. Sales promotion
   1. Consumer promotions (22%)
      1. Coupons
      2. Deals
      3. Contests
      4. Sweepstakes
      5. Samples
      6. Loyalty Programs
      7. Point-of Purchase Displays
      8. Rebates
   2. Trade promotions (78%)
      1. Trade promotion tools
         1. Discount and allowances
         2. Cooperative advertising
         3. Training distributers' salesforces
   3. Factors in the growth of sales promotions
      1. Product managers are under pressure to increase current sales
      2. Companies face more competition
      3. Competing brands offer less differenciation
      4. Advertising efficiency has declined due to rising costs, clutter and legal constraints
      5. Consumers have become more deal-oriented
      6. Large retailers are demanding more deals from suppliers
7. Personal selling
   1. Stages
      1. 1. Prospecting
      2. 2. Preapproach
      3. 3. Approach
      4. 4. Presentation
         1. Stimulus response format
         2. Formula selling format
         3. Need satisfaction format
         4. Handling objections
            1. Acknowledge and convert
            2. Postphone/ignore
            3. Agree and neutralise
            4. Denial
            5. Ignore
      5. 5. Close
      6. 6. Follow-up