Promotional communication

Promotional communication is the 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 not competitors'.

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:
Depending on the communication objectives, there is:
The purchasing decision process follows the stages:
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.

AIDA stages:
The “ Think – Feel – Do” model
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.