Promotion Mix

(Integrated Marketing Communications)

A S S T. P RO F. D R. T U T K U E K ER
İ Ş CI O Ğ L U
Promotion Mix
Communication tools that deliver a message to the
target audience
The Promotion Mix
The specific blend of advertising, public relations,
personal selling, and direct-marketing tools that
the company uses to persuasively communicate
customer value and build customer relationships
 The Promotion Mix

Advertising is any paid form of non-personal

presentation and promotion of ideas, goods, or
services by an identified sponsor
Broadcast
Print
Internet
Outdoor
 The Promotion Mix

Sales promotion is the short-term incentives to

encourage the purchase or sale of a product or
service
Discounts
Coupons
Displays
Demonstrations
The Promotion Mix

Public relations involves 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
Press releases
Sponsorships
Special events
Web pages
 The Promotion Mix

Personal selling is the personal presentation by the

firm’s sales force for the purpose of making sales and
building customer relationships
Sales presentations
Trade shows
Incentive programs
 The Promotion Mix

Direct marketing making direct connections with

carefully targeted individual consumers to both
obtain an immediate response and cultivate lasting
customer relationships—through the use of direct
mail, telephone, direct-response television, e-mail,
and the Internet to communicate directly with
specific consumers
Catalog
Telemarketing
Kiosks
The NeedCommunications
for Integrated Marketing

Integrated marketing communications is the

integration by the company of its
communication channels to deliver a clear,
consistent, and compelling message about the
organization and its brands
 Integrated Marketing
Communications

Consumers are better

informed
More communication
Less mass marketing
Changing
communications
technology
"Ne kadar bilirsen bil söylediklerin karşındakinin anladığı kadardır."  

Mevlana
 ÜLKER RONDO COMMUNICATION
CAMPAIGN

Part1: 2 TV advertisement, 7 radio spot, website,

outdoor/in store activities
 ÜLKER RONDO COMMUNICATION
CAMPAIGN

Part2: TV advertisement, magazine

(winners+nonwinners), presents to the winners
and nonwinners
 Steps in Developing Effective
Communication
Identifying the Target market

What will How it will

be said be said

When it Where it
will be said will be said

Who will
say it
Effective Marketing
Communication
Marketers seek a purchase response that results from a
consumer decision-making process that includes the
stages of buyer readiness
ADVERTISING
Any paid form of nonpersonal
presentation by an identified sponsor

Reaches many buyers, expressive

Impersonal, expensive
Developing and Managing
an Advertising Program
Advertising Objectives
Informative advertising is used when introducing a new product
category; the objective is to build primary demand

Comparative advertising directly or indirectly compares the brand with

one or more other brands

Persuasive advertising is important with increased competition to build

selective demand

Reminder advertising is important with mature products to help

maintain customer relationships and keep customers thinking about
the product
EXAMPLES
https://www.youtube.com/watch?v=cXb-9pASoIc
Advertising Message
Humorous
Sexual
Emotional
Expert opinion
Attractive celebrity opinion
What shouldnt be a message?
 Choosing Media
Choosing among major media types
Outdoor Media
Interactive Outdoor Media

https://www.youtube.com/watch?v=z3aWjM1rmV0
Sales Promotion
Sales promotion refers to the short-term incentives to
encourage purchases or sales of a product or service:
◦ Consumer promotions
◦ Trade promotions
◦ Sales force promotions
 Sales Promotion
Major Sales Promotion Tools

Samples Coupons Cash refunds Price packs

Point-of-
Advertising Patronage
Premiums purchase
specialties awards
displays

Demonstrations Contests Sweepstakes Games

Consumer Promotion Tools

Samples offer a trial amount of a product

Coupons are certificates that give buyers a saving
when they purchase specified products
Cash refunds are similar to coupons except that the
price reduction occurs after the purchase
Price packs offer consumers savings off the regular
price of a product
Premiums are goods offered either for free or at low
price
Advertising specialties are useful articles imprinted
with the advertiser’s name, logo, or message that are
given as gifts to consumers
Point-of-purchase promotions include displays and
demonstrations that take place at the point of sales
 Consumer Promotion Tools
Contests, sweepstakes, and games give consumers
the chance to win something—such as cash, trips, or
goods—by luck or through extra effort
Contests require an entry by a consumer
Sweepstakes require consumers to submit their names for a
drawing
Games present consumers with something that may or may
not help them win a prize
Magic Word: FREE
Customer value= Benefits– Cost

Instead of 50% discount, “Buy 2, get 1FREE”

Instead of 66% discount, “Buy 3, get 2 FREE”
Instead of 25% discount, “Buy 4, get 1 FREE”
PUBLIC RELATIONS

Building good relations with various publics by

obtaining favorable unpaid publicity

Believable, effective in building corporate

image
Public Relations
PERSONAL SELLING
Personal presentation by a company’s sales force

Personal interaction, builds relationships

Costly
Personal selling is the most effective
method at certain stages of the
buying process, particularly in
building buyers’ preferences,
convictions, actions, and
developing customer
relationships
Personal Selling
Sales persons should
◦ adjust the marketing offer to fit the needs of
the customers,
◦ negotiate terms of sale,
◦ build long term relationships with customers.
The Role of the Sales Force

Personal selling is the interpersonal part of the promotion

mix and can include:
Order taking
Order getting
Missionary selling
Direct Marketing
Direct marketing is:

A marketing channel
without intermediaries
An element of the
promotion mix
Fastest-growing form
of marketing
Figure 14.1 - Forms of Direct
and Digital Marketing
Rapid Growth of Direct and
Digital Marketing
Fastest-growing form of marketing
Direct marketing becoming more Internet-based
Direct marketing claims a surging share of
marketing spending and sales
◦ Includes online display and search advertising,
video, social media, mobile, email
Customer Databases and Direct
Marketing

Customer database is an organized

collection of comprehensive data
about individual customers or
prospects, including geographic,
demographic, psychographic, and
behavioral data