PROMOTION

PRESENTED BY:
GROUP 2 (ABM12)
In marketing, promotion refers to any type
of marketing communication used to inform
or persuade target audiences of the relative
merits of a product, service, brand or issue.
The aim of promotion is to increase
awareness, create interest, generate sales or
create brand loyalty. It is one of the basic
elements of the market mix. Promotion covers
the methods of communication that a
marketer uses to provide information about
its product.
 TYPES OF
PROMOTION
PERSONAL SELLING
ADVERTISING
PUBLICITY
SALES PROMOTION
PERSONAL SELLING is where
businesses use people (the "sales force")
to sell the product after meeting face-
to-face with the customer.
The sellers promote the product through
their attitude, appearance and specialist
product knowledge. They aim to inform
and encourage the customer to buy, or
at least trial the product.
Advertising is the action of calling public attention to an idea, good, or service through
paid announcements by an identified sponsor. A paid communication message
intended to inform people about something or to influence them to buy or try
something.

Print Advertising: Newspaper, magazines, & brochure advertisements, etc.

Broadcast Advertising: Television and radio advertisements.
Outdoor Advertising: Hoardings, banners, flags, wraps, etc.
Digital Advertising: Advertisements displayed over the internet and digital devices.
Product/Brand Integration: Product placements in entertainment media like TV
show, YouTube video, etc.

Importance Of Advertising To The Customers

Convenience: Targeted informative advertisements make the customer’s decision
making process easier as they get to know what suits their requirements and budget.
Awareness: Advertising educates the customers about different products available in
the market and their features. This knowledge helps the customers compare different
products and choose the best product for them.
Better Quality: Only brands advertise themselves and their products. There are no
advertisements of unbranded products. This ensures better quality to the customers
as no brand wants to waste money on false advertising.
In its simplest form, publicity involves conveying
information and generating awareness about
products and services to the general public or
target audiences through various media. A
publicity campaign might be built around making
a product or brand visible through strategies such
as product placements or logos on vehicles that
are seen around town. This strategy typically
does not share or describe a product's specific
benefits, but it puts it in front of as many eyes as
possible.
Sales promotion is the process of persuading a
potential customer to buy the product. Sales promotion
is designed to be used as a short-term tactic to boost
sales – it is rarely suitable as a method of building long-
term customer loyalty.

Sales promotion uses both media and non-media

marketing communications for a pre-determined, limited
time to increase consumer demand, stimulate market
demand or improve product availability. Examples
include contests, coupons, freebies, loss leaders, 
point of purchase displays, premiums, prizes, 
product samples, and rebates.
 VARIOUS
COMPONENT
S OF
INTEGRATED
MARKETING
1.The Foundation - As the name suggests, foundation stage
involves detailed analysis of both the product as well as target
market. It is essential for marketers to understand the brand, its
offerings and end-users. You need to know the needs, attitudes
and expectations of the target customers. Keep a close watch on
competitor’s activities.
2.The Corporate Culture - The features of products and
services ought to be in line with the work culture of the
organization. Every organization has a vision and it’s important
for the marketers to keep in mind the same before designing
products and services. Let us understand it with the help of an
example.
Organization A‘s vision is to promote green and clean world.
Naturally its products need to be eco friendly and biodegradable,
in lines with the vision of the organization.
3. Brand Focus - Brand Focus represents the corporate identity
of the brand.
4. Consumer Experience - Marketers need to
focus on consumer experience which refers to what
the customers feel about the product. A consumer is
likely to pick up a product which has good packaging
and looks attractive. Products need to meet and
exceed customer expectations.

5. Communication Tools - Communication tools

include various modes of promoting a particular
brand such as advertising, direct selling, promoting
through social media such as facebook, twitter, orkut
and so on.
6. Promotional Tools - Brands are promoted through
various promotional tools such as trade promotions,
personal selling and so on. Organizations need to
strengthen their relationship with customers and external
clients.
7. Integration Tools - Organizations need to keep a
regular track on customer feedbacks and reviews. You
need to have specific software like customer relationship
management (CRM) which helps in measuring the
effectiveness of various integrated marketing
communications tools.
Integrated marketing communication enables all aspects
of marketing mix to work together in harmony to
promote a particular product or service effectively among