Promotion Decisions

1. Promotion
a. Meaning- Promotion is an element of the Marketing Mix. Communication techniques
aimed at informing and influencing and persuading customers to buy or use a particular
product.
b. Uses-

c. Objective-

2. Promotion Mix-
a. Meaning-
 b. Factors affecting-

3. Advertisement-

4. Advantages and Disadvantages of ADVERTISEMENTS-

5. Advantages and Disadvantages of PERSONAL SELLING-

6. Sales Promotion-

Example- Coupons, Vouchers, free samples.

7. Advantages and Disadvantages of SALES PROMOTION-

8. Public Relations-
Public relations refers to the variety of activities conducted by a company to promote and
protect the image of the company, its products and policies in the eyes of the public. Thus it
aims to manage public opinion about the organization.
Aim-

Activities-

9. Direct Marketing-
Any form of marketing communication which allows marketers to talk directly to existing or
potential customers and / or obtain a direct response from them. Example: promotional
material sent through post, email, etc.
10. Advantages and Disadvantages of DIRECT MARKETING-

11. 5M Model of advertising-

Mission- To inform, To persuade, To remind, Reinforcement.

Message- To communicate the Brand’s distinctive values with the viewers.
Money- deciding on the Advertising Budget. amount of money put in an advertisement
influences the effort taken in by the advertisement department.

Media- company should select its publishing strategy based on their targeted segment.
Eg- Digital Marketing - Television - Banner advertisement - Print Media.
Measurement- Pre-measurement: message evaluation.
Post-measurement: comparing sales impact.

12. Digital Marketing-

A term used to describe any marketing efforts that take place on the internet or on a digital
device.
 There is significant potential for online promotional activity.
 Digital marketing gives businesses the chance to reach people on platforms where
they spend a lot of time and money.
 It also gives smaller companies an opportunity to compete with their huge rivals,
allowing them to use data & insights to target customers.
Importance of Digital Marketing-
• Increase Customer Loyalty with Frequent Communications
• Possible to engage the Customer at Every Buying Stage
• Easier to Target the Right Audience
• Affordable and can often yield high ROIs
• Optimize and Obtain Better Conversion Rates
• Accurately Measure All Results

Types of Digital Marketing-

Each channel presents an opportunity for a business to expand its brand reach and increase
sales.

• Search Engine Optimisation (SEO)

• Search Engine Marketing (SEM)
• Social Media Marketing (SMM)
• Email Marketing
• Online Advertisements
• Affiliate Marketing
• Content Marketing