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Subject name:

Marketing Theory and Practices

Assignment title:

Promotional Mix

Sale Promotion
Personal Sale
Direct Marketing

Submitted to:

Dr.Waseem Ikram

Submitted by:
Registration No:

Haji Jan

Submission date:

May 19, 2010


4. 7. 6. 9.Table of content S. 10. Topic Promotional Mix Elements of Promotional Mix Advertising Sale Promotion Personal Selling Sponsorship Direct Marketing Publicity Packaging References Summary Page No 01 02 03 04 05 06 07 08 09 10 11 2 . 5. 8. 11. 2. 3.No 1.

sales promotion. personal selling and direct marketing tools that the company uses to persuasively communicate customer value and build customer relationship……” Marketing management (P. and Sales promotions……” www.. public relation. Personal selling.Promotional mix is the combination of communication strategies that a company uses to convey brand benefits to customers and to influence them to buy……” Marketin g (Crosier) (1994) “……Definition: Using several different types of communication to support marketing goals which include Advertising.htm 3 .learnmarketing. Publicity.PROMOTIONAL MIX Definition “……The specific blend of Gray Armstrong) (12th edition) “….

Elements of Promotional Mix Advertising Sale Promotion Packaging Promotion Mix Personal Publicity Selling Direct Marketing Sponsorship 4 .

guaranteeing exposure to a target audience in return for a publish rate for the space or time used. Internet. Television. Radio. Advertising Any paid form of non-personal presentation and promotion of ideas goods or services by an identified sponsor the most familiar modes of ads are print media (newspaper and magazine) and electronic media (television. radio and internet. Advantages Good for building awareness Effective at reaching a wide audience Repetition of main brand and product positioning helps build customer trust Disadvantages Impersonal .cannot answer all a customer's questions marketinglearners.kotler and Armstrong) (12th edition) Advertising is promotion via a recognizable advertisement placed in a definable advertising medium. Newspapers and Mobile Messages are commonly used for advertising 5 . concepts.1. billboards.) Marketing management (P. goods or services by an identified sponsor to the target audience. Marketing (Crosier) (1994) Advertising is one way communication via a recognizable advertisement placed in a definable advertising medium to promoting ideas.

Discounted prices (Inform to the customers with the latest low-price deals once new flights are released. free shipping. 1. 0% finance over 3 years on selected vehicles. New Media ( 2. on packs) 10. discount. (Joint promotions between a manufacturer and a distributor. Sale Promotion Short-term incentives to encourage the purchase or sale of a product or service.2. Sales promotion is any initiative undertaken by an organization to promote an increase in sales. 50% off. Marketing management (P. rebate. Vouchers and coupons (often seen in newspapers and magazines. and incentives for distributor sales people and their retail clients) 6. usage or trial of a product or service.100 on each sale of USB Net Device. like Shahzad Roy say I am the member of Wateen family are you?) Marketinglearners. Sale Offers (by reducing price to some extent i. Merchandising (additions such as dump bins. or additional destinations are announced) 8. Trade Sales Promotions. Promotion via Stars (Stars of different fields are now a days used for 6 . Sales promotions are varied and changes overtime. Sale promotion include a wide variety of promotion tools design to stimulate earlier or strong market response such as coupon. By-One-Get-One (Giving an extra good or service to the customer on the purchase of one without loss. Some examples of sales promotions activities are gas follows. 20% off etc.) 7. point-of-sale materials and product demonstrations.) 5. sales promotion leaflets and other materials (such as T-shirts). to Shaukat Khanum Memorial Hospital) 4. or with another company's brands.e. free gifts) 3. Cause-related and fair-trade (products that raise money for charities. like World Call Pakistan is donating Rs. (Marketing) (Crosier) (1994) Providing incentives to customers or to the distribution channel to stimulate demand for a product. Finance deals (Example.all intended to achieve exposure for the promoted product and some further more offering the target audience an incentive to response actively.kotler and Armstrong) (12th edition) Sales promotion is via a considerable array of related but distinct promotion not encompassed by any of the definition above . Joint promotions (Between brands owned by a company.) 9.

com. Generally Insurance Companies and Direct Sale Markers use personal selling to promote their products and services. The personal selling may focus initially on developing a relationship with the potential buyer. It involves the use of a sales force to support a push strategy (encouraging intermediaries to buy the product) or a pull strategy (where the role of the sales force may be limited to supporting retailers and providing after-sales service). (Marketing management) P kotler and Armstrong (12th edition) Personal selling is a promotion via sales pitch by a sales representation to a prospect or by a retail assistant to a customer. Personal Selling Personal Presentation by the firms’ sales force for the purpose of making sale and building customer 7 . guaranteeing exposure to selfselected member of a target market. Personal selling consists of interpersonal interactions with customers and prospects to make sales and maintain customer relationships. Marketing (Crosier) (1994) Personal selling is oral communication with potential buyers of a product with the intention of making a sale. (Tiens. Personal selling is one of the oldest forms of TIENS International (a Direct Selling Company) is also using Personal selling to promote his Health related products by help of his commissioned based individual distributors. but will always ultimately end with an attempt to "close the sale". / tianshi.

imrpublications. journal. Sports Sponsorship (Idea! Sponsors IPL). case studies.sphere-network. This is usually in return for advertising space at the event or as part of the publicity for the 8 . Panasonic will partly sponsor the Beijing Olympics in 2008. SBK. tutor2u. The purpose behind this sponsorship is to promote their products and Educational Sponsorship and arts sponsorships. For example. Sponsorship Supporting an Sphe5re Network International network of leading sponsorship agencies www. Sponsorship helps the company improve its image and public relations within the market and usually the company attempts to sponsor a person or event that mirrors the image they are trying to aim for. Sponsorship agencies are: SMI Sports Management Motogp. Soccer. F1. Am's Cup Sponsoring and Licensing since 1998 Sponsorship is about providing money to an event.Tutor2u. activity or organization by providing money or other resources that is of value to the sponsored event.asp Payment for an event/person/organization is given in return of some benefit A specialized form of advertising (payment for an event/person/organization) that can create significant exposure for companies It is common in the world of sports as PEPSI Cola is sponsoring Pakistan Cricket Team and Telenor Pakistan is Sponsoring Shandur Polo business/marketing/promotion 4. There rare many kind of sponsorships like Television and radio programmed sponsorship (different brands sponsor Capital talk of GeoNews). bookpros. Nike for example has successfully sponsored the golfer Tiger Woods for many years. analysis and research www. in turn the product or company is acknowledged for doing Sports Sponsorship Reports.

guaranteeing exposure to individual member of a target audience. guaranteeing exposure to individual members of a target audience.kotler and Armstrong) (12th edition) Direct marketing is a promotion via a mail shot (delivered in the post) a mail drop (delivered in the door) telemarketing (unsolicited phone calls) or a fax message. Direct marketing consists of direct connection with carefully targeted individual customer to both obtain an immediate response and cultivate lasting customer relationship such as via a mail shot. Direct Marketing. Communication can be personalized Short term effectiveness can be easily measured Response rates are often low Poorly targeted direct marketing causes customer annoyance bookpros. a mail drop (unsolicited phone calls) or a fax 9 . • • • • • • Contacting the customer through offers directly Emails. telemarketing or a fax message. websites etc. Marketing management (P. 5. Marketing (Crosier) (1994) Direct Marketing is promotion via a mail shot (delivered in the post).

magazine.since the message seems to be coming from a third party.cannot always control what other people write or say about your product Bookpros.kotler and Armstrong) (12th edition) Publicity is promotion via release to definable news media in the hope of secondary exposure via an editorial mention earned by the news worthiness of the subject matter Marketing (Crosier) (1994) Publicity is promotion via release to definable news media in the hope of secondary exposure via an editorial mention earned by the news worthiness of the subject matter.6.” Earned media is coverage in local and mass media outlets that is not paid for. press conferences and independent book 10 . e. Publicity focuses on gaining “earned media. but rather is written by independent and objective reporters. It is promotion through a release to definable news media in the hope of secondary exposure through an additional mention earned by the news worthiness of subject matter.if the publicity is achieved through the right media Disadvantages Risk of losing control . Publicity involves television. Publicity. Marketing management (P. Advantages Often seen as more "credible" . radio. newspaper. print and online interviews. press releases.g. Cheap way of reaching many customers .

a cardboard outer containing a number of boxes of soap powder. and otherwise make the product marketable and keep it clean. It is promotional through display guaranteeing exposure to customers at the point of sales but not to an under target customer. marketingteacher. 'Secondary' or 'Grouped' packaging is that which contains a number of sales 'Primary' or 'Sales' packaging is packaging which forms a sales unit for the user or final consumer. describe. for example. for example.htm 11 . ship. identify. Marketing management (P. protect. Packaging is the outer wrapping of a product. for example. rail or air containers. protection. display. handling. delivery and preservation of goods from the producer to the user or consumer. c. www. promote.kotler and Armstrong) (12th edition) All the activities of designing and producing the container for a product. Packaging." Packaging applies in the following product a. Furthermore. this does not include road. ‘Tertiary' or 'Transport' packaging is packaging that is used to group secondary packaging together to aid handling and transportation and prevent damage to the products. the packaging is often the most relevant element of a trademark and conduces to advertising or Packaging is defined in the regulations as "all products made of any materials of any nature to be used for the containment." Packaging can be defined as the wrapping material around a consumer item that serves to contain. a box containing soap powder b. It is the intended purpose of the packaging to make a product readily sellable as well as to protect it against damage and prevent it from deterioration while storing. For the purposes of the Regulations. the pallet and shrink wrap used to transport a number of cardboard outers containing boxes of soap powder.definition_of_packaging.

marketingteacher. marketinglearners.kotler Gray Armstrong) (12th edition) 2. 8. bookpros. Marketing management (P. www. (Marketing) Crosier 1994 3. www.htm 12 5.References 1.htm business/marketing/promotion

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