PROMOTION

Lesson 11
PROMOTION
 Communication by marketers that
informs, persuades, and reminds
potential buyers of a product in order to
influence their opinion or elicit a
response
 MAIN FUNCTION: to convince target
customers that the goods and services
offered provide a differential advantage
over the competition
 DIFFERENTIAL ADVANTAGE –
the set of unique features of a
company and its products that
are perceived by the target
market as significant and
superior to the competition
 Examples: high product quality,
rapid delivery, low prices,
excellent service, or a feature
not offered by the competitor
PROMOTION is a vital part
of the marketing mix,
informing consumers of a
product’s benefits and thus
positioning the product in
the marketplace.
PROMOTIONAL STRATEGY
A plan for the optimal use of
the elements of promotion,
such as:
Advertising
Sales promotion
Personal selling
Public relations
Direct marketing
PROMOTIONAL MIX / TOOLS
 Used to pursue the company’s advertising
and marketing objectives
 Also known as marketing communications
mix
 Composed of:
 Advertising
 Sales promotion
 Personal selling
 Public relations
 Direct marketing
ADVERTISING
 Any paid form of nonpersonal presentation and
promotion of products by an identified sponsor
 One-way communication that can be repeated
many times
 Can reach masses of geographically dispersed
buyers
 Can be very costly
 Sinceit is public, it suggests that the product is
standard and legitimate
SALES PROMOTION
 Short-termincentives that
encourage the purchase of sale of
a product
 Marketingactivities other than the
four mentioned that stimulate
consumer buying and dealer
effectiveness
 Attention of the market is gotten
easily
 Examples:free samples, contests,
trade shows, giveaways, coupons
PERSONAL SELLING
 Planned presentation to one or
more prospective buyer for the
purpose of making a sale and
building relationships
 Has personal interaction therefore
the buyer feels a greater need to
listen and respond
 Considered
as the most expensive
promotional tool
PUBLIC RELATIONS
Building good relations
with the company’s various
publics by obtaining
favorable publicity,
building up a good
corporate image, and
handling or heading off
unfavorable rumors,
stories, and events
DIRECT MARKETING
Direct communications with
carefully targeted individual
consumers to obtain an
immediate response
Examples: use of mail,
telephone, fax, e-mail, and
other nonpersonal tools to
communicate directly with
specific consumers