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OPPDRTUNITY
Promotion Mix

The specific mix of advertising, personal

selling, sales promotion, and public relations a
company uses to pursue its advertising and
marketing objectives.
 Elemeno in Ae
Communication Process
 Key Factors in Good Marketing
Communication
Sdlex Mux
Sellers Nwd to DeRlop Fwdback
Know What
Dtaaaeb to
Auaenes
TheyWah to Amess Audience’s
Response io
Reach ad hteuagea
Response
SD'B@

SeEers Muse Send

Sellers Must be Goad Hessages mrough
Nedla &at
&ach Target
Tha A rg« &idlcnces
Audience
Can &code.
Developing Effective Communication

◼ Step 1: Identifying the Target Audience

 Affects decisions related to what, how, when, and where
message will be said, as well as who will say it

◼ Step 2: Determining Communication

Objectives
 Six buyer readiness stages

15 - 5
) fiitepr in Devel‹›ping ñ'tt7ective h”1arketing Cnmmunica£ion

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Awareness Knowledge Liking Pref»eniic CDrwictio n Purdiase _
Developing Effective Communication
◼ Step 3: Designing a Message
 AIDA framework guides message design

 Message content contains appeals or themes designed to produce

desired results
◼ Rational appeals (Bajaj gives maximum mileage)

◼ Emotional appeals
 Love, pride, joy, humor, fear, guilt, shame

◼ Moral appeals (Child relief and You - CRY)

15 - 8
PPEAL: HUMO R

Ads that make you

laugh so they can catch
your attenuon.
 THE RULE OF THREE

Picture--(human x "ith
fish head
SlDgan: “Stop Climate
Change Before It
Changes You.’
ROAD: NOT (Pandas
Developing Effective Communication

◼ Step 3: Designing a Message

 Message Structure: Key decisions are required with respect
to three message structure issues:
◼ Whether or not to draw a conclusion - leave question to buyer

◼ One-sided vs. two-sided argument - give both sides of the coin, let the
buyer decide

◼ Order of argument presentation - problem - answer or answer to all

problems

 Message Format: Design, layout, copy, color, shape, movement,

words, sounds, voice, body language, dress, etc.

15 - 12
SOONER.
Developing Effective Communication
◼ Step 4: Choosing Media
 Personal communication channels
◼ Includes face-to-face, phone, mail, and Internet chat
communications
◼ Word-of-mouth influence is often critical
◼ Buzz marketing cultivates opinion leaders
Buzz marketing is a viral marketing technique that is focused on
maximizing the word-of-mouth potential of a particular campaign
or product, whether that is through conversations among
consumers' family and friends or larger scale discussions on social
media platforms.
 Nonpersonal communication channels
◼ Includes media, atmosphere, and events
Developing Effective Communication

◼ Step 5: Selecting the Message Source

 Highly credible sources are more persuasive

 A poor spokesperson can tarnish a brand

◼ Step 6: Collecting Feedback

 Recognition, recall, and behavioral measures are
assessed

 May suggest changes in product/promotion

15 - 15
 Advertising

Sales Promotion
Public relations Promotion Mix

Personal selling
E« ntsand
Ex»e: ences
Advertising
“Advertising is the non-personal communication
of information usually paid for and usually
persuasive in nature about products, services
or ideas by identified sponsors through the
various media.”(Bovee, 1992, p. 7)

Advertising = Non Personal + Paid +

Persuasion + Identified
sponsors
Advertising lacks personal touch. It does not aim at appealing asingle
individual personally.
Advantages through Promotion

◼ Large audience is attracted.

◼ The cost per viewer/reader is low.
◼ A large number of alternate media are
available.
◼ Standardized format.
Disadvantages

◼ Inflexible
◼ Large investments
◼ Demographic & cultural factors affected due
to large geographic areas.
Publicity
Publicity is a form of public
relations that includes any
communication about an
organization or its products that
is presented by the media but
is not paid for by the
organization.
Publicity = Non Personal + Non
Paid + Persuasion +
As Sponsors
20 - 21
Strengths of Publicity

◼ Can announce new products, recognize

employees, report good results,
breakthroughs.
◼ Key Benefits:
Lower cost than advertising or personal
selling.
Increased readership; advertising ignored
often.
More information.
Timeliness.

20 - 22
 Little
Higher

Undetermined

Undetermined

Unspecified/Low

Flexibility High Low

Timing Specifiable Tentative

SalesPromotion
◼ It is an activity
or material that acts
as direct
inducement
(persuading, pushing,
thrusting) offering
added value or
incentive to customers
for a limited period of
time.
Objectives ofSalesPromotion
◼ To introduce new products
◼ To attract new customers and retain the
existing ones
◼ To maintain sales of seasonal products
◼ To meet the challenge of competition.
SalesPromotion Techniques
Consumer Oriented Trade Oriented
Samples Contests dealer
incentives
Coupons Trade allowance
Premium POP display
Contests Training program
Refund/rebate Trade show
Bonus Pack Cooperative
advertisement
Price off deals
Event marketing
Frequency Programs
Advantages of Sales Promotion
◼ It can produce short-term results.
◼ Competitors are using sales promotions.
◼ Sales promotions are attractive to price-
conscious consumers.
◼ Can enhance/facilitate retail
salesmanship which is often of low
quality.

20 - 27
Personal Selling

◼ Personal selling is one to one communication

for the purpose of explaining, informing, &
demonstrating in order to make a successful
transaction.
Major Steps in the Selling Process
Public Relations
◼Publicrelationsentailanycommunication

that fosters a favorable image for the

business among its public (consumers,
investors, government, channel members,
employees etc.).
◼ It may be personal or non personal, paid
or non paid & sponsor controlled or
non sponsor controlled.
DirectMarketing
◼ Definition
One-on-one communication in which offers are
tailored to the needs of narrowly defined
segments.
Seeks a direct, immediate, and measurable
consumer response.
Can take many different forms.
Forms of Direct Marketing
Advantages of DirectMarketing
• Powerful tool for building customer long-term customer
relationships

• Enables “true micromarketing” efforts

• Can reach prospects at just the right moment

• Provides access to buyers unreachable through other

channels

• Minimizes “wasted reach”

• Effectiveness is easily measured

Factors insetting Promotion mix
◼ Type of product
◼ Buyer readiness stage
◼ Awareness of its existence,
◼ Knowledge of its benefits,
◼ Initial interest,
◼ Preference over the competing products,
◼ Conviction of its suitability to purpose, and finally
◼ Purchase: Knowing at which stage the good or service is
helps determine which promotional message or medium is
most suitable for a marketing campaign.

◼ Product life cycle stage

Factors Affecting Promotion Mix