ADVERTISING &

PROMOTION

Submitted by:
Muhammad Aleem Malik
Submitted to
Sir Khalid Ibrahim
Date:
25-11-14

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PROMOTION & ADVERTISING

Promotion
Promotions are decisions about advertising, personal selling, sales promotion and publicity
used to attract potential customers. Companies use promotion to inform people about their
products and services and also to enhance their public image and reputation.

The basic aim of the promotion is to ensure the awareness of the positioning of the product.
Promotion is also used to convene the consumer that our product is better than the others.
Consumer also know that why they want our product.

Promotion Mix
There are five major method of promotion. They taken together these comprise the promotion
mix.

Advertising
Advertising is any paid form of non-personal communication of ideas or products in the
"prime media": i.e. television, newspapers, magazines, billboard posters, radio, cinema etc.
Advertising is intended to persuade and to inform.
The two basic aspects of advertising are the message (what you want your communication to
say) and the medium (how you get your message across)

Direct marketing
Direct marketing creates a direct relationship between the customer and the business on an
individual basis.

Personal Selling
Personal selling refers to oral communication with potential buyers of a product with the
intention of making a sale. The personal selling may focus initially on developing a

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PROMOTION & ADVERTISING

relationship with the potential buyer, but will always ultimately end with an attempt to "close
the sale".

Sales Promotion
Sales promotion refers to the provision of incentives to customers or to the distribution
channel to stimulate demand for a product.

Public Relations
Public relations is the communication of a product, brand or business by placing information
about it in the media without paying for the time or media space directly
Factors that determine the type of promotional tools used
Each of the above components of the promotional mix has strengths and weaknesses. There
are several factors that should be taken into account in deciding which, and how much of
each tool to use in a promotional marketing campaign:
(1) Resource availability and the cost of each promotional tool
Advertising (particularly on television and in the national newspapers can be very expensive).
The overall resource budget for the promotional campaign will often determine which tools
the business can afford to use.
(2) Market size and concentration
If a market size is small and the number of potential buyers is small, then personal selling
may be the most cost-effective promotional tool.
A good example of this would be businesses selling software systems designed for
supermarket retailers. On the other hand, where markets are geographically disperse or,
where there are substantial numbers of potential customers, advertising is usually the most
effective.

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PROMOTION & ADVERTISING

(3) Customer information needs

Some potential customers need to be provided with detailed, complex information to help
them evaluate a purchase (e.g. buyers of equipment for nuclear power stations, or health
service managers investing in the latest medical technology). In this situation, personal
selling is almost always required - often using selling teams rather than just one individual.
By contrast, few consumers need much information about products such as baked beans or
bread. Promotional tools such as brand advertising and sales promotion are much more
effective in this case.

Planning and Process Promotion Management

The Promotion Plan the major steps in the promotion planning process are:
Determine a promotion opportunity
Determine promotional objectives Organize for promotion
Select appropriate audience
Select a message
Select the promotion mix
Determine a budget
Implement a strategy Measure results

Determine a promotional Opportunity Condition

The conditions that indicate a favorable opportunity for promotion: A favorable trend in
demand Strong product differentiation Hidden product qualities Existence of emotional
buying motives Adequate funds

Determine Promotional Objectives Promotional

Objectives can be traced to marketing objectives or to particular marketing problems. The
objectives of promotion should be more specific. Five General Promotional Objectives:
Creating awareness Creating understanding creating changes in attitudes creating changes in
behavior Creating reinforcement

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Organize for Promotion

If there is an existing organizational structure it can be utilized. However, each time a new or
revised set of promotion objective is developed, the existing organization must be evaluated
to determine whether it can achieve these objectives.

Select Appropriate Audience

Promotional messages should be directed at the specific target for which the overall
marketing program is being designed. There is a subtle (slight) difference between target
audience and target customer. For the promotion manager to properly delineate the
appropriate target audience , familiarity with the product , who uses it , how it is used , and
who influences its purchase and use is a necessary starting point.

Select a Message
The key is the theme (subject matter). It must tap into the most important needs and wants
felt by the target audience It must be delivered clearly and in a timely manner.

Select the promotion mix

In promotion mix five methods are include.

Determine a Budget Ideally

Budget issue should be raised until the strategic decisions have been made. In reality, budget
is often the starting point. This stage is used to cost out the amount to be spent on each of the
promotional components.

Implement a Strategy
The success of any promotional strategy is a function of how well it is implemented. It
involves: The promotion manager must make specific decisions about all the elements of the
plan, including specific media, dates, time Assign people to the tasks decided Check to be
sure that all decisions were implemented correctly
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