Marketing CHAPTER 10

CHAPTER
10
MARKETING MIX:
PROMOTION
Subtopics:-
10.1 Definition And Components Of Marketing Mix
10.2 Integrated Marketing Communications
10.3 Communication Process
10.4 Steps In Developing Effective Communication
10.5 Promotion Budget
10.6 Advertising
10.7 Sales Promotion
10.8 Direct Marketing
10.9 Online Marketing
10.1 DEFINITION & COMPONENTS OF PROMOTION MIX
Definition of Promotion
Mr Lee had recently opened a

Chinese cuisine restaurant in
Bandar Baru Bangi. The
restaurant has been operating
for the past five months.
However, during the fourth
month, he could see his
business running slowly. He feels
quite confused. What went
wrong?
From his observation, there are lots of people wandering around

his restaurant. His restaurant is located strategically too. The foods
are also made using his family recipe, and at affordable prices.
However, the people do not seem to know the very existence of
his restaurant.
Why does Mr. Lee’s business not doing well? Well, no matter how
good the restaurant is in terms of foods, price, or place, it will not
survive without effective promotion.
Do you know what is meant by promotion? Let us find out.
Promotion refers to the marketing process that informs, persuades, and

reminds buyer on a product.
This is the process where the marketers not only try to lobby their potential
buyers, but also a process of reminding existing customers on the benefits
they have on their products.
Therefore, promotion is highly important in a competitive market place as it

plays an important role of influencing the buyers’ opinion and response.
231 | P a g e C h a p t e r 1 0 : M a r k e t i n g M i x : P r o m o t i o n
As you can see from the
introduction early on, Mr. Lee’s
business lacks one thing, which
is promotion. To boost the sales,
Mr. Lee needs to promote his
business by choosing low-
budget cost type of
advertisement as in banner, or
flyers.
Definition of Promotion Mix
Do you realize that these two words carry the same meaning?
 Promotion mix
 Marketing communication mix
If you come across the words promotion mix, or marketing

communication mix, one thing that you should know is all of them
mean the same.
What do these words actually mean?
Marketing communication mix refers to the combination of promotion tools

such as advertising, public relations, personal selling, and sales promotion that
the company uses to persuasively communicate customer value and build
customer relationships.
Marketing communication mix is the combination of advertising, personal

selling, sales promotion and public relations used to promote a product.
Do you spot the similarity in both definitions? Yes, marketing communication

mix or promotion mix is about the blend of promotion tools used to reach a
target market.
The proper promotional mix is the one that management believes will meet
the needs of the target market and fulfils the organizational goals
Both the companies Pepsi and Coke are famous for their
promotions. The rivalry was first started when Pepsi started with its
blind taste tests known as the Pepsi Challenge.
The challenge is designed to be a direct response to critics who

allege that Coca-Cola and Pepsi-Cola are identical drinks, with no
meaningful differences. The challenge takes the form of a taste
test.
At malls, shopping complex and other public locations, a Pepsi

representative set up a table with two blank cups, one containing
Pepsi and one with Coke. Shoppers are encouraged to taste both
colas, and then select which drink they prefer. Then the
representative reveals the two bottles so the taster can see
whether they preferred Coke or Pepsi.
In the blind taste tests, more consumers prefer the taste of Pepsi to
that of Coca-Cola. Because Coke was the historical leader, more
people expected that they would prefer and select Coke.
Their surprise at picking Pepsi in the blind taste test helped change
their minds about which product they prefer. Capturing this on film,
Pepsi turned this into a memorable TV campaign that lasted many
years.
Components of Promotion Mix
Test your knowledge
Listed below are some of the tools which belong to each of the
promotional mix. Put a tick in the space provided.
You can check your answer as you go through this topic.
Advertising Personal Sales Public

selling promotion relations
Billboard
Brochures
Telemarketing
TV & Radio ads
Product
samples
Coupons
Catalogues
Price packs
News
conference
Point-of-
purchase
promotion
Contests
Sales
presentations
Four major promotion tools are as below:
1. Advertising
Description
 Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
 A benefit of advertising is its
ability to communicate to a
large number of people at one
time.
Examples
 Traditional media that are
commonly used to transmit
advertisements to consumers:
Television
o
Radio
o
Newspapers
o
Magazines
o
Books
o
Catalogues & Brochures
o
Direct mail
o
Billboards
o
Transit
o cards
(advertisement on buses
and taxis and at bus
stops)
 Contemporary media that are
used to send their
advertisements to consumers:
o Internet
o Web sites,
o E-mail,
o Interactive video
technology located in
department stores and
supermarket.
2. Public Relations
Description
 Building good relations with
the company’s various publics
by obtaining favourable
publicity, building up a good
corporate image, and
handling or heading off
unfavourable rumours, stories,
and events.
 Marketers use public relations
not only to maintain a positive
image but also to educate the
public about the company’s
goals and objectives,
introduce new products, and
help support the sales effort.
Examples
 Press releases
 Sponsorships
 Special events
 Web pages
3. Personal Selling
Description
 Personal presentation by the firm’s
sales force for the purpose of
making sales and building
customer relationships.
 Likes advertising, personal selling
has shift from traditional method
to a new method such as using
the Web sites. This is use to attract
potential buyers seeking
information on products and
services.
Examples
 Face-to-face sales presentation
 Telemarketing
 Trade shows
 Incentive programs
4. Sales promotion
Description
 Short-term incentives to
encourage the purchase or sale
of a product or service.
 Sales promotion can be aimed at
end consumers, trade consumers,
or a company’s employees.
Examples
 Coupons and rebates
 Contests
 Premiums
 Sampling
 Point-of-purchase promotion
 Price packs
10.2 INTEGRATED MARKETING COMMUNICATIONS
Integrated marketing communications (IMC) is a concept that is designed to

make all aspects of marketing communication such as advertising, sales
promotion, public relations, and personal selling work together as a joint effort
for an effective communication.
Following the concept of IMC, marketing manager carefully coordinates all

promotional activities to ensure that consumers see and hear one message.
The IMC concept has been growing in popularity for several reasons. The
reasons are:
 The rise of media choices beyond traditional television has made
promotion a more complicated task such as Internet.
 The fragmentation of mass markets into more segmented niches
 The decrease in advertising spending in favour of promotional
techniques that generate an immediate sales response such as direct
marketing.
Business which benefits greatly from an

IMC approach is movie marketing
campaign. The campaigns that are most
integrated generally have more impact
and make a deeper impression on
potential moviegoers, leading to higher
box-office sales.
An integrated marketing approach was

used to introduce the Da Vinci Code.
Excitement about the release of the film

gathered momentum months in advance as the trailer was shown
on the Internet and television. Along with the release of the trailer,
the movie was supported by numerous merchandising efforts.
Bookstores and gift shops stocked hardback, paperback, and
special illustrated editions, as well as Da Vinci Code walking tours
of key cities in the story, playing cards, calligraphy sets, music CDs,
video games, podcasts
and more.
Google and Sony
launched a game called
“The Sony Ericsson Da
Vinci Code Trail” in 22
languages. Finally, before
the movie’s release, there
were over 500,000 English
language posts on blogs like Technorati, Google, Icerocket, and
BlogPulse.
The integrated marketing campaign helped the firm generate over

$77 million at the box office on opening weekend.
10.3 COMMUNICATION PROCESS
Do you know what does communication means?
Communication is the process by which we exchange or share

meanings through a common set of symbols.
Promotional strategy is closely related to the process of communication.

When a company develops a new product, it must communicate its selling
message to potential customers.
There are several elements involved in a communication process. The

following table will explain further.
Elements Descriptions Examples

 Sender is the originator of the McDonald’s
message in the communication
process.
 In marketing communication or
promotion, the sender may be the
marketing manager, advertising
Sender
manager, or the advertising
agency.
 When the message has been
decided upon, the sender, as the
one from where starts the process,
needs to encode the message in
mind.
 Encoding is the process of putting McDonald’s advertising
thought into symbolic form. agency assembles
Encoding
 This is the process of transforming words, sounds, and
ideas and feelings into symbols- illustrations into an
usually in the form of words or signs, advertisement that will
and organizing them into a convey the intended
message. message.
 In encoding, the most important
principle is not what the source says
but what the receiver hears. Thus,
concrete words and pictures are
vital.
 Message refers to the set of symbols The actual McDonald’s
that the sender transmits – what the advertisement
marketers would like to inform the
Message
people with their advertisement.
The marketing manager decides
this after marketing research is
done.
 The communication channels Television and the
through which the message moves specific televisions
from sender to receiver. programs that
Media  It consists of various types of media McDonald’s selects
such as electronic media;
television, radio, Internet, mobile,
and printed media; magazine,
newspaper, and billboards.
 The process of transforming A consumer watches
messages of another person back the McDonald’s
into one’s own ideas and feelings is advertisement and
called decoding. interprets the words and
Decoding
 Receiver gets the message and images it contains.
decodes it.
 The process by which the receiver
assigns meaning to the symbols
encoded by the sender.
 Receiver refers to the person who The customer who
gets and interprets the message. watches the
 In promotional strategy, the McDonald’s
receivers are the customers, advertisement.
viewers, listeners, or clients.
 The receiver interprets the
Receiver language and symbols sent through
a channel.
 The marketing manager must
monitor the message to be
conveyed and the target market’s
attitudes and ideas in order to
develop a common understanding
in promotional strategy.
 In the process of transmitting The customer is
Noise messages, the senders might face distracted while
some noise problem. watching the
 Noise refers to anything that commercial misses its
interferes with, distorts, or slows key points.
down the transmission of
information.
 Noise can be visual distractions or
sights, sounds, and other stimuli
messages.
 Other form of noise can be
thoughts and feelings that interfere
with the process of message
transmission.
 A different interpretation by the
receiver which may not comply
with what the sender intends to
deliver.
 Feedback refers to the receivers’ Customer who likes the
response to a message. Feedback McDonald’s
may be verbal, such as saying, ‘I advertisement will crave
agree’ – or non-verbal, such as for the meals, is more
nodding or smiling. likely to eat at
 Feedback is the final stage in the McDonald’s next time,
process of transmission. It is the or does nothing.
response to a message. It reflects
what meaning has been created
Feedback and shared through the original
message.
 The receiver sends a feedback to
the sender.
 Feedback may also experience
interference with noise that may
distort the feedback.
 When the feedback has reached
the sender of the original message,
the process of message transmission
has come to a full circle.
10.4 STEPS IN DEVELOPING EFFECTIVE COMMUNICATION
Developing effective communication is not an easy task. There are

steps that the marketers need to follow. What the steps are?
Let us find out.
The following are the steps used to develop an effective communication.
Step 1: Identifying the Target Audience
 A marketer has to start with a clear target audience in mind.
 The audience maybe current users or potential users, those who make
the buying decisions or those who influence it.
 The target audience will heavily affect the marketer’s decisions on
what, how, when, where it will be said, and who will say it.
Step 2: Determining the Communication Objectives

 After the target audience has been defined, marketers must decide
what response they seek.
 The response of course, is a purchase. But purchase may be only the
result of a long consumer decision-making process.
 The marketing communicator needs to know how to move the target
audience from where it now stands to a higher state of readiness to
buy.
 The target audience may be in any of six buyer-readiness stages, the
stages consumers normally pass through on their way to making a
purchase.
 These stages include awareness, knowledge, liking, preference,
conviction, and purchase.
o Marketers must first build awareness and knowledge.
o But if the target consumers know about the product, marketers
should focus on either liking (feeling favourable about the
product), preference (preferring it to other brands), and
conviction (believing that the product is best for them).
o The target market might be convinced about the product, but
not quite get around to making the purchase. Then, the
marketers must lead these consumers to take the final step.
Actions might include offering special promotional prices,
rebates, or premiums.
Step 3: Designing a message

 Based on the desired audience response, the marketers need to
develop an effective message.
 The message could be developed based on AIDA model.
o The acronym stands for Attention, Interest, Desire, and Action.
o The AIDA model proposes that consumers respond to marketing
messages in a cognitive (thinking), affective (feeling), and
conative (doing) sequence.
o First, a promotion manager may focus on attracting a person’s
attention by training a salesperson to use a friendly greeting and
approach, or by using loud volume, unusual colour contrasts,
bold headlines, movement, bright colours, and the like in an
advertisement.
o Next, a good sales presentation, demonstration, or
advertisement creates interest in the product and then by
illustrating how the product’s features will satisfy the consumer’s
needs, arouses desire.
o Finally, a special offer or a strong closing sales pitch may be used
to obtain purchase action.
 The communicator has to figure out an appeal or theme that will
produce the desired response. There are three types of appeals:
o Rational appeals relate to the audience’s self-interest. They show
that the product will produce the desired benefits.
o Emotional appeals attempt to stir up either negative or positive
emotions that can motivate purchasing decision.
o Moral appeals refer to what is ‘right’ and ‘proper’. They are often
used to urge people to support social causes such as a cleaner
environment, better racial relations, equal rights for women, and
aid to the disadvantaged.
Step 4: Choosing media

 The marketers must select channels of communication.
 The communication channels consist of two types; personal and non-
personal.
o Personal Communication Channel
 Channels through which two or more people
communicate directly with each other.
 They might communicate face to face, over the
telephone, through the mail, or even through an Internet
‘chat’.
 Personal communication channels are effective because
they allow for personal addressing and feedback.
o Non-personal communication channels
 Media that carry messages without personal contact or
feedback.
 Major media include print media (newspaper, magazines,
direct mail), broadcast media (television, radio), display
media (billboards, signs, posters), and online media (e-
mail, company Web sites, online social and sharing
networks).
Step 5: Selecting the message source

 Messages delivered by highly credible sources are more persuasive.
 Marketers often hire celebrity endorsers to deliver their message.
 Picking the wrong spokesperson can result in embarrassment and a
tarnished image.
Step 6: Collecting feedback

 This involves asking the target audiences whether they remember the
message, how many times they saw it, what points they recall, how
they felt about the message, and their past and present attitude
toward the product and the company.
 The marketers need to measure the behaviour resulting from the
message – how many people bought a product, talked to others
about it, or visited the store.
 The feedback may suggest changes in the promotion programme or in
the product offer itself.
10.5 Promotion Budget
Definition of Promotion Budget
An offering’s budget is a critical factor when it comes to deciding which

message strategies to pursue. Several methods can be used to determine the
promotion budget.
The simplest method for determining the promotion budget is often merely
using a percentage of last year’s sales or the projected sales for the next
year. This method does not take into account any changes in the market or
unexpected circumstances. However, many firms use this method because it
is simple and straightforward.
The affordable method, or what you think you can afford, is a method used
often by small businesses. Unfortunately, things often cost more than
anticipated, and you may not have enough money. Many small businesses
think they’re going to have money for promotion, but they run out and
cannot spend as much on promotion as they had hoped. Such a situation
may have happened to you when you planned a weekend trip based on
what you thought you could afford, and you did not have enough money. As
a result, you had to modify your plans and not do everything you planned.
Other companies may decide to use competitive parity; they try to keep their
promotional spending comparable to the competitors’ spending level. This
method is designed to keep a brand in the minds of consumers.
During a recession, some firms feel like they must spend as much if not more
than their competitors to get customers to buy from them. Other companies
are forced to cut back on their spending or pursue more targeted
promotions.
A more rational and ideal approach is the objective and task method,
whereby marketing managers first determine what they want to accomplish
(objectives) with their communication. Then they determine what activities—
commercials, sales promotions, and so on—are necessary to accomplish the
objectives. Finally, they conduct research to figure out how much the
activities, or tasks, cost in order to develop a budget.
10.6 ADVERTISING
Do you know that the most popular form of promotion is

advertising? And, you are exposed to it every day. Images shown
above are examples of advertising which you might see it on
newspapers.
Now, let us take a look at the definition and types of advertising.
Definition of Advertising
Advertising is defined in the components of promotion mix subtopic as a paid

form of non-personal presentation and promotion of ideas, goods, or services
by an identified sponsor or companies.
Advertising is a popular form of promotion, especially for consumer

packaged goods and services. The growth of advertising market in
Malaysia has increased 22 percent in the first half of 2008, hitting
RM 2.9 billion compared to the same period in 2007.
According to the latest report from Nielsen Advertising Information

Services, the growth was mainly driven by Terrestrial TV (+37%),
Point-Of-Sale (+33%), Radio (+22%) and Newspapers (+16%).
The growth of TV advertising was the result of spending by mobile

line services, mobile interactive services, political parties, local
government institutions, production house and tonic& vitamins.
The growth in newspaper advertising was mainly attributed to

increase spending by airlines, political parties, universities, and
television.
The ten top brands which spending a lot on advertising are:
Top brand in H1 Rank H1 2007 H1 2008
2008 (RM’000) (RM’000)
Celcom 1 48,069 94,984
Digi 2 74,181 51,004
Maxis 3 52,403 44,771
Barisan Nasional 4 47 27,893
Grand Brilliance 5 5,387 22,932
Telekom Malaysia 6 27,367 22,530
Petronas 7 21,503 21,175
KFC 8 15,688 20,166
Air Asia 9 10,146 18,992
Giant 10 13,668 18,018
Types of Advertising
Advertising are closely related to the firm’s promotional objectives. Two types
of advertising are:
 institutional advertising
 product advertising
1. Institutional advertising
Institutional advertising is a form of advertising designed to promote the

organization’s image, reputation, or ideas rather than promote a particular
product.
It is used to promote a positive company image among the general public,

investment community, customers, and employees. In institutional advertising,
the audience is expected to do nothing, but to keep a favourable attitude
toward the advertiser and its goods and services.
Institutional advertisements take four forms:
Advocacy advertisements
 Used to protect the credibility of a Example
company against negative A company might come up with an
consumers and highlight the advertisement as a response to the
company’s credibility among criticisms.
those who favour them
Pioneering advertisements
 Used for a new announcement Example
about what a company is, what it “Apple” has been earning good
can do, or where it is located. money for years now through its AIO
line of iMacs. AIO means the new all-
in-one PC with its touch screen
functionality gives the users direct
control.
Competitive advertisements
 Used to promote the advantages Example
of one product class over another The American Dairy farmers and Milk
and is used in markets in which Producers use their “Got Milk?”
there are different product classes campaign to increase demand for
competing for the same buyers milk as it competes against other
beverages.
Reminder advertisements
 Like the product form, simply bring Example
the company’s name to the Examples of reminder advertisement
attention of the target market are by RHB Bank ads, Johnson and
again. Johnson’s ads, and Maxis ads.
2. Product advertising
Product advertising promotes the benefits of a specific goods or services.
Types of product advertising include:
Pioneering advertisements
 It intends to stimulate primary Example
demand for a new product or Microsoft used pioneering advertising
product category. to introduce its new Windows and
 Heavily used during the office software products. The goal of
introductory stage of the product Microsoft’s pioneering campaign was
life cycle. to convince PC users to buy the
 It also seeks to create interest upgrade because of the more
intuitive interfaces and the ability to
work seamlessly and easily with digital
photographs, music files, and video.
Competitive advertisements
 When a product is gaining Example
popularity or growing, and other Companies that usually use this type
companies enter the market of advertising are car companies,
place, competitive advertising is and they usually promote their distinct
designed to influence demand for features from their competitors.
a specific brand.
Comparative advertisements
 An advertisement that compares Example
two or more competing brands on For example, Vanish advertisement
one or more specific attributes is which compares the cleanliness of
adapting the comparative the detergent and brand X
advertising detergent. The result is – same level of
cleanliness but Vanish offers whiter
and cleaner shirt compared to the
other brand.
10.7 SALES PROMOTION
Definition of Sales Promotion
Sales promotion is short-term incentives to encourage the purchase or sale of

a product or service. Whereas advertising offers reasons to buy a product or
service, sales promotion offers reasons to buy now.
Some examples of sales promotion tools which you found them

regularly are rebates, samples, and coupons.
Types of Sales Promotion Tools
Many tools can be used to accomplish sales promotion objectives. They are:
 Coupons and rebates
 Contests
 Premiums
 Sampling
 Price packs
Rebates
Descriptions
 Rebate or cash refund are
similar to coupons except that
the price reduction occurs
after the purchase rather than
at the retail outlet.
 The consumer sends a “proof
of purchase” to the
manufacturer, who then
refunds part of the purchase
price by mail.
Coupons
Descriptions
 A coupon is a certificate that
entitles consumers to get an
immediate price reduction
when they buy the product.
 This type of sales promotion
helps in increasing the amount
of product bought, as it gives
the consumers the opportunity
to try the product at a lower
price.
 Coupons most commonly offer
a discounted price to the
consumer.
Contest
Descriptions
 Contests are promotions in
which participants use some
skill or ability to compete for
prizes.
 A consumer contest usually
requires entrants to answer
questions, complete
sentences, or write a
paragraph about the product
and submit proof of purchase.
Premiums
Descriptions
 A premium is an extra item
offered to the consumer
usually in exchange for some
proof that the promoted
product has been purchased.
 A premium may come inside
the package (in-pack), outside
the package (on-pack), or
through the mail.
 Over the years, McDonald’s
has offered a variety of
premiums in its Happy Meals
be as toys and collectibles.
Samples
Descriptions
 Samples are offers of a trial
amount of a product.
 Sampling can be very
expensive.
 Therefore, before the marketers
decide upon doing sampling
promotion, they need to make
sure that their product is a
whole lot better than the
existing products, and the item
must have a unique new
attribute that the consumer
must experience to believe in.
 The sample might be delivered
door-to-door, sent by mail,
handed out in a store or kiosk,
attached to another product,
or featured in an
advertisement.
Point-of-Purchase Promotion
Descriptions
includes any promotional
display set up at the retailer’s
location to build traffic,
advertise the product, or
include impulse buying.
 Point-of-purchase includes
o shelf “talkers” (signs
attached to store
Shelf talker shelves),
o ads on grocery carts and
bags
o demonstrators offering
free tastes of featured
food products
Ads on grocery carts
Demonstrator
Price Packs
Descriptions
 Also knows as cents-off deals
 Offers consumers savings off
the regular price of a product.
 The producer marks the
reduced prices directly on the
label or package.
 Price packs can be single
packages sold at a reduced
price ( such as two for the price
of one), or two related
products banded together
(such as a toothbrush and
toothpaste)
10.8 DIRECT MARKETING
Direct marketing is a catch-all term that describes a range of promotional

activities that are aimed directly at the customer, so bringing the promotional
message straight to the target audience.
Direct mail, telemarketing and email marketing can all be useful methods of
targeting the kind of customer who is likely to buy from the business. However,
each of them requires careful preparation and consideration towards the
audience, and knowledge of how to manage customer data efficiently and
within the boundaries of the law.
Direct mail
This involves sending promotional materials to target customers through the

post. Direct mail can be a relatively low-cost exercise with specific customers
targeted. It is also easy to evaluate the successes or failure of each
campaign by looking at response rates. However, the negative perception
by recipients that direct mail 'junk mail' is becoming more common.
Email marketing
Use of email for direct marketing has grown rapidly. It is a very cheap and
quick method of promotion which allows the message to encourage an
instant response. For example, viral marketing is a good idea to get
customers to recommend a friend and increase the size of customer
database in return for a reward (discount etc).
However, there are many problems with email marketing. Not the least is that
the use of spam filters on many email systems makes it harder for legitimate
email marketing materials to reach the intended recipient.
Email marketing must only be sent to those who have opted into received
such promotion. However, many businesses continue to flout this golden rule,
contributing to the substantial volume of email spam.
Telemarketing
Telemarketing encompasses all telephone-based marketing activity including

sales, customer services and market research. It's useful for following up
business-to-business leads, setting up meetings or even closing a deal.
Telemarketing is sometime used as an alternative (or addition) to personal

selling. It is relatively low-cost, particularly compared to the costs of keeping a
full-time sales force on the road. It is also easy to monitor and can be
outsourced for a fee.
The big downside to telemarketing is that cold calling has a very negative
perception, especially in the consumer sector.
Below are several advantages and disadvantages in direct marketing:
Advantages Disadvantages
 Targeted  Not perfectly targeted, will
cause negative reactions
 Some forms are well tested
 Junk-mail clutter
 Tracking can be
straightforward
10.9 ONLINE MARKETING
Internet marketing or online marketing or web marketing, is a revolutionary

process for all types business operations. It is a modern topic in every business
sector, and steadily plays an important role in any company's multi-channel
marketing strategy. The base of the Internet has provided advanced business
transactions and models for the international financial system.
At present, Internet is extensively used by organizations to encourage the

business and online promotion is one of the most successful and economical
techniques of marketing for businesses.
Main advantage of all strategies of internet marketing is that companies can

conquer the barriers or boundaries of distance and management team can
not only promote their products and services all over the world but sell them
and generate huge revenues.
Online marketing is reasonably priced in contrast with other traditional

methods, and there are numerous creative and efficient ways in this
marketing that companies can use in advertising or promoting products,
brand, services.
Online marketing also facilitates business, companies or individuals take

advantage of the growing importance of social media sites such as
Facebook, Twitter, LinkedIn, MySpace.
REFERENCES
Abu, N., & Kamarulzaman, Y. (2009). Principles of Marketing. Kuala

Lumpur: Oxford University Press.
Kotler, P., & Armstrong, G. (2010). Principles of Marketing. New

Jersey: Pearson Prentice Hall.
McDaniel C, L. C., & JF, H. (2008). Introduction to Marketing. Ohio:

Thomson South-Western.

Marketing CHAPTER 10

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CHAPTER

Mr Lee had recently opened a

From his observation, there are lots of people wandering around

Do you know what is meant by promotion? Let us find out.

Promotion refers to the marketing process that informs, persuades, and

Therefore, promotion is highly important in a competitive market place as it

Definition of Promotion Mix

If you come across the words promotion mix, or marketing

What do these words actually mean?

Marketing communication mix refers to the combination of promotion tools

Marketing communication mix is the combination of advertising, personal

Do you spot the similarity in both definitions? Yes, marketing communication

The challenge is designed to be a direct response to critics who

At malls, shopping complex and other public locations, a Pepsi

Test your knowledge

You can check your answer as you go through this topic.

Advertising Personal Sales Public

Four major promotion tools are as below:

Integrated marketing communications (IMC) is a concept that is designed to

Following the concept of IMC, marketing manager carefully coordinates all

Business which benefits greatly from an

An integrated marketing approach was

Excitement about the release of the film

The integrated marketing campaign helped the firm generate over

Do you know what does communication means?

Communication is the process by which we exchange or share

Promotional strategy is closely related to the process of communication.

There are several elements involved in a communication process. The

Elements Descriptions Examples

Developing effective communication is not an easy task. There are

The following are the steps used to develop an effective communication.

Step 2: Determining the Communication Objectives

Step 3: Designing a message

Step 4: Choosing media

Step 5: Selecting the message source

Step 6: Collecting feedback

Definition of Promotion Budget

An offering’s budget is a critical factor when it comes to deciding which

Do you know that the most popular form of promotion is

Now, let us take a look at the definition and types of advertising.

Advertising is defined in the components of promotion mix subtopic as a paid

Advertising is a popular form of promotion, especially for consumer

According to the latest report from Nielsen Advertising Information

The growth of TV advertising was the result of spending by mobile

The growth in newspaper advertising was mainly attributed to

Institutional advertising is a form of advertising designed to promote the

It is used to promote a positive company image among the general public,

Institutional advertisements take four forms:

Types of product advertising include:

Definition of Sales Promotion

Sales promotion is short-term incentives to encourage the purchase or sale of

Some examples of sales promotion tools which you found them

Direct marketing is a catch-all term that describes a range of promotional

This involves sending promotional materials to target customers through the

Telemarketing encompasses all telephone-based marketing activity including

Telemarketing is sometime used as an alternative (or addition) to personal

Below are several advantages and disadvantages in direct marketing:

Internet marketing or online marketing or web marketing, is a revolutionary

At present, Internet is extensively used by organizations to encourage the

Main advantage of all strategies of internet marketing is that companies can

Online marketing is reasonably priced in contrast with other traditional

Online marketing also facilitates business, companies or individuals take

Abu, N., & Kamarulzaman, Y. (2009). Principles of Marketing. Kuala