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‡ Discuss the role of promotion in the
marketing mix
‡ Discuss the elements of the promotional
mix
‡ Explain the goals and tasks of promotion
‡ Describe the factors influencing the
promotional mix
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 is communication by marketers that
informs, persuades and reminds the potential
buyer of a product in order to influence their
opinion or elicit a response

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is a plan for the optimal
use of the elements of promotion: 
 
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` erall marketing objecti es
Promotional Mix
Marketing mix ‡ Ad ertising
‡ Public relations
‡ Product
‡ Personal selling
‡ Distribution
‡ Sales promotion
‡ Promotion
‡ Direct marketing
‡ Price
Promotion Plan
Target market
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‡ The main function of a marketer¶s
promotional strategy is to con ince target
customers that the goods and ser ices
offered pro ide a 



o er the competition
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‡ To pro ide potential customers with readily
a ailable information
‡ To increase sales or market share
‡ To gi e the products an image, or to
establish a brand identity
‡ To establish a corporate image
‡ To enable long-term planning to take place
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‡ Personal Selling
²A purchase situation in which two or
more people communicate in an attempt to
influence each other

²The traditional method of personal

selling is a planned presentation
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£ Personalized and allows for customization of
the message
£ Good for complex products or products that
need demonstration and explanation
£ Can de elop relationship
£ Could be most persuasi e tool
£ Can control costs by adjusting the size of the
sales team (and resulting expenses)
‡ O 

£ Most expensi e form of promotion
£ Can be intrusi e for customers
£ Has other management problems associated
£ Due to dealing with people
‡ Direct Marketing/Direct-response
Marketing
²Techniques used to get consumers to make a
purchase from their home, office or other non-
retail setting
²The techniques can be:
£ Personal Retailing
£ Direct mail
£ Catalogues and Mail order
£ Telemarketing
£ Electronic Retailing
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£ Me less limited by traditional shopping
situations such as time and location.
£ Can be highly targeted
£ Excellent for reaching niche audiences
£ Can customize and create one-on-one
communication
£ `ffers means for customer feedback
‡ O 

£ Effecti eness depends on accuracy of database
£ Not always seen as credible and can be
discarded
£ Expensi e to large audiences
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²Impersonal, one-way mass communication
about a product or organization that is paid for by
a marketer

²Media can be: tele ision, radio, newspapers,

magazines, books, direct mail, billboards, transit
cards, and electronic means such as the Internet,
computer modems, mobile phones and fax
machines
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£ Informs a large number of people at one time
£ Low 



£ Creates awareness
‡ O 

£ Is intrusi e
£ Expensi e to produce
£ Suffers from clutter
£ Impersonal and therefore not persuasi e
£ Not seen as credible
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²The marketing function that e aluates public
attitudes, identifies areas within the organization
that the public may be interested in, and executes a
program of action to earn public understanding
and acceptance

²PR is non-paid-for communication

²|is public information about a

company, good or ser ice appearing in the mass
media as a news item
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£ Can crate 


£ Can place messages in the media in a more
credible fashion than ad ertising
£ Can add alue to brand image
£ Communicated with a range of publics
‡ O 

£ Hard to measure effecti eness
£ Little control o er placement in mass media
£ No direct short-term benefits
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²Consists of all marketing acti ities that
stimulate consumer purchasing and dealer
effecti eness

²Is aimed at end consumers, trade customers or a

company¶s employees

²Includes free samples, contests, premiums,

trade shows, acation gi e-aways and coupons
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£ Stimulated immediate response
£ Can create alue
£ Good for creating awareness and product trial
£ Creates excitement and interest
£ Good for trade promotions
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£ Can add to clutter
£ Can erode brand equity if o erused
£ Has only a short-term benefit
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‡ §
 the target audience

‡ |

the target audience
‡ 
the target audience
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‡ Nature of the product
‡ Stage in the product life cycle
‡ Target market characteristics
‡ Type of buying decision
‡ A ailable funds for promotion
‡ Push and pull strategies