Marketing Promotion

Mohamed Sharid Al-Mutairi

382000303
 • Marketing promotion refers
to any type of marketing
communication used to
Marketing encourage the existence or
progress of an object,
Promotion including a product,
service, an idea or an
organization.
Marketing Promotion Types

There have been different

ways to promote a
product in person or with
different media. Both
person and media can be
either:
1. physically real
2. or virtual/electronic.
In A Physical Environment

Promotions can be held in physical

environments at special events such
as concerts, festivals, trade shows, and in
the field, such as in grocery or
department stores. Interactions in the
field allow immediate purchases. The
purchase of a product can
be incentive with discounts (i.e.,
coupons), free items, or a contest. This
method is used to increase the sales of a
given product. Interactions between the
brand and the customer are performed by
a brand ambassador or promotional
model who represents the product in
physical environments.
 Traditional Media

• Examples of traditional media

include print media such
as newspapers and magazines,
electronic media such as radio
and television, and outdoor
media such as banner
or billboard advertisements.
Each of these platforms provide
ways for brands to reach
consumers with advertisements.
Digital Media

Digital media, which includes

Internet, social networking and social
media sites, is a modern way for brands to
interact with consumers as it releases news,
information and advertising from the
technological limits of print and broadcast
infrastructures.
Social media, as a modern marketing tool,
offers opportunities to reach larger
audiences in an interactive way. These
interactions allow for conversation rather
than simply educating the
customer. Facebook, Snapchat, Instagram,
Twitter, Pinterest, Tumblr, as well as
alternate audio and media sites
like SoundCloud and Mixcloud allow users
to interact and promote music online with
little to no cost.
Purpose of • To present information to
consumers and others.
Marketing • To increase demand.
Promotion • To differentiate a product.
Two major 1. Information.
objectives
of any 2. Persuasion
promotion
(pushing logically).
program:
 • Elements in the
Communication Process
• Promotions Mix
• The promotions
Message
• Media Choice?
• Promotional Objectives

PROMOTION DECISIONS
 PROMOTION MIX
• Personal Selling
• Telemarketing
• Direct Mail
• Trade Fairs and Exhibitions
• Commercial Television
• Newspapers and Magazines
• Radio
• Cinema
• Point of Sale Displays
• Packaging
Promotional Objectives

• To Support Sales Increases.

• To Encourage Trial.
• To Create Awareness.
• To Inform about a Feature or Benefit.
• To Remind.
• To Reassure.
• To Create an Image.
• To Modify Attitudes.
 References
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2005, pp 4–5
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ISBN 978-0-03-088518-1.
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