Assignment No.

: 1
Semester: Spring 2020
MKT 621: Advertising & Promotion

Being the student of Advertising & Promotion, I would suggest Engro to use the following
promotional tools:

1) Promotion with Traditional Media:

Traditional mass-media advertising is always been a prominent promotional
tool for marketing. It includes paid messages presented through TV, radio,
newspapers and magazines. Companies also use ongoing campaigns, such as
telephone directories, bus station ads, billboards, displays in different stores
etc. All of these generate instant awareness towards different age groups and
different classes of consumers.
2) Promotion with Digital Technology:
In the era of digital technology, promotion has become easier and can be done
all over the world instantly. Online and e-mail marketing are common
elements of promotional campaigns. Social media and blogs offer additional
interactive tools that Engro can use to reach consumers directly. Digital
technology has enabled the possibility of employing highly targeted
promotional activities, by learning the online habits of individual users, and
through text recognition technologies that identify the subject matter of
websites and emails, advertisers can post precisely the types of ads that should
be of greatest interest to the viewing audience.
3) Direct Marketing / Salespeople & Influencers:
Direct promotional tools are salespeople and influencers. Salespeople contact
customers using assertive selling techniques, this includes listening to
customer needs, asking questions and using persuasive efforts to sell product
or service benefits. On the other hand, influencers are prominent people in the
public who favor product, companies often ask to share the information,
experiences regarding their product and services to the consumers specially
those whose words or feedback will influence others. This helps a lot in
promotion.
4) Public Relations:
William Stanton defines:
 “Public relations activities typically are designed to build or maintain a
favourable image for an organisation and a favourable relationship with the
organization’s various publics. These publics may be customers, stockholders,
employees, unions, environmentalists, the government, and people in local
community, or some other groups in society.”

The public relations are comprehensive term that includes maintaining

constructive relations not only with customers or suppliers, but also with a large set of
interested publics. Public relations include organization’s broad and overall communication
efforts intended to influence various groups’ attitudes toward the organization.

5) Events and Activities:

Sponsoring major events and community activities will serve as promotional
opportunities for Engro company. Many companies gain public favor by
active involvement in local events. Presence at local fairs, charity events,
school functions can improve rapport and goodwill with the communities
where the business operates.