process of transmitting the information regarding the products and
the company to the consumer target market. The purpose of this
communication is creating a positive attitude in customers'
perception and convincing them to purchase the company's products and
Promotional communication also implies
an inverted process of gathering the information from the target
market, as feedback
This is only a part of the promotional communication, that also
involves other activities like:
- Information exchange with the customers
- Solving clients' problems or suggestions
- Communication with distributors and collaborators
Depending on the communication
objectives, there is:
- Commercial communication – focused on increasing the sales
- Stimulating the product purchase
- Raising the awareness for the product
- Improving the product image
- Corporate communication - focused on developing the
corporate value of the company using:
- Rising the company awareness
- Creating a distinctive image for the company
- Associating the company with positive social symbols
The purchasing decision process
follows the stages
- The cognitive stage - “Learn”
- The affective stage - “Feel”
- The behavioral stage - “Do”
One of the most popular models that a
promotional message must follow is the AIDA model: Attention –
Interest – Desire – Action
. Another, similar model is the
TFD model: Think – Feel – Do
The “ Think – Feel – Do”
- Attention – is the beginning of the cognitive stage, the
moment when the customer notices the existence of the promoted product.
He will try to find more information about the product, and a boost in
interest is possible.
- Interest – the affective factors are triggered. Comparing
the product with other similar goods, a purchasing decision might
- Desire – part of the affective stage, triggered by both
rational factors, regarding the product utility and subjective factors,
depending on each individual's personality and affiliation to social
- Action – follows the desire and represents the behavioral
stage. The action supposes the actual buying act, the main barrier for
this act being the availability of financial resources required to
purchase the product.
Another model for promotional
communication stimulation, that is based on the same stages mentioned
above is the TFD model.
This is similar to the AIDA model and
imply the same stages, except that it also depicts the substantial
drop in the number of persons that follow each stage of the model.
This explains some companies' choice of advertising, sometimes very
expensive. Although, because the commercial reaches to a high number
of people, the probability of people finalizing this purchasing
process in a higher number is greater than if the commercial reaches
a lower number of possible customers.