Promotion- Marketing

Communication
• Marketing communication represents the
collection of all elements in brand’s
marketing mix that facilitate exchanges by
establishing shared meaning with the
brad’s customers or clients.
• The primary tools used by most
companies in their marketing
communications activities are personal
selling, mass and direct advertising, sales
promotion, publicity,
 1. ADVERTISING CAMPAIGN

• Advertising is any paid form of none

personal presentation and promotion of
ideas, goods, or services by an identified
sponsor.
 TYPES OF ADVERTISING
1. Pioneering or Informational: used in the
introductory stage of the life cycle, it tells
people what a product is, what it can do,
and where it can be found. The key
objective of these ads is to inform the
target market
2. Competitive or Persuading: It promotes
a specific brands’ feature and benefits. Its
objective is to persuade the target market
to select the firms brand rather than that of
a competitor.
An increasingly common form of
competitive ads is comparative ads, which
shows one brand’s strengths relative to
those of competitors.
3. Reminder Advertising: Is used to
reinforce previous knowledge of a product.
It is good for products that gave achieved
a well recognized position and are in the
mature phase of their product life cycle.
Another type of reminder ads is,
Reinforcement, is used to assure current
users they made the right choice.
 THE ADVERTISING MANAGEMENT PROCESS
• In developing an advertising program, marketing
managers must always make five critical decisions,
known as the five Ms:
1. Mission: What are the advertising objectives?
• WHO, WHAT, WHERE, WHEN, AND HOW
OFTEN
2. Money: How much can be spent?
consider the following five factors when setting the
advertising budget:
– Product Life Cycle Stage
– Market share and consumer base
– Competition and clutter
– Advertising frequency
– Product substitutability
3. Message: What message should be sent?
• Message Generation and Evaluation
• Creative Development and Execution
• Social Responsibility Review

4. Media: What media should be used?

• Desired reach, Frequency and Impact
• Choosing among major media types
• Selecting specific media vehicles
• Deciding on media timing; and
• Deciding on geographical media allocation
• Reach (R): The number of different persons or
households that are exposed to a particular
media schedule at least once during a specified
time period.

• Frequency (F): The number of times within the

specified time period that an average Person or
household is exposed to the message.

• Impact (I): The qualitative value of an exposure

through a given medium (thus a food ad in Good
Housekeeping would have a higher impact than
the same ad in the Police Gazette).
5. Measurement: How should the results
is evaluated?

– Advertisers should try to measure the

communication effect of an ad - that is, it’s
potential effect on awareness, knowledge, or
preference—as well as the ad’s sales effect
 2. SALE PROMOTION
• Sales promotion describes promotional methods
using special short-term techniques to persuade
members of a target market to respond or
undertake certain activity. 

• As a reward, marketers offer something of value

to those responding generally in the form of
lower cost of ownership for a purchased product
(e.g., lower purchase price, money back) or the
inclusion of additional value-added material
(e.g., something more for the same price).
Objectives of Sales promotion

1. Building Product Awareness  

2. Creating Interest – It is very effective in

creating interest in a product.  In the retail
industry an appealing sales promotions can
significantly increase customer traffic to retail
outlets. 
3. Providing Information – They are designed to
move customers to some action and are rarely
simply informational in nature. 
4. Stimulating Demand - Special promotions,
especially those that lower the cost of ownership
to the customer (e.g., price reduction), can be
employed to stimulate sales.
5. Reinforcing the Brand – Once customers have
made a purchase sales promotion can be used
to both encourage additional purchasing and
also as a reward for purchase loyalty
 Major Decisions in Sales Promotion
1. Establishing objectives.
2. Selecting Promotion Tools
• Samples: an Offer of a free amount of a product or
service
• Cash Refund Offers (rebates): Provide a price
reduction after purchase

• Coupons: They are certificates offering a stated

saving on the purchase of a specific product.

• Price packs (cents-off deals): Promoted on the

package or label, these offer savings off the
product’s regular price.
• Premiums (gifts): These are articles or
merchandise or services (e.g. travel) offered by
manufacturers to induce action on the part of the
sales force, trade representatives, or consumers

• Free Trials: Inviting prospects to try the product

free in the hope that they will buy the product
onwards

• Product Warranties: Explicit or implicit

promises by sellers that the product will perform
as specified or that the seller will fix it or refund
the customer’s money during a specified period.
• Trade Allowance: are offered to wholesalers
and retailers simply for purchasing the
manufacturer’s brand

Advantages and Disadvantage of Sales

promotion
Advantages:
• Easily measured response
• Quick achievement of objectives
• Flexible application
• Can be extremely cheap
• Direct Support of sales force
Disadvantages
• Price discount can cheapen brand image
• Short term advantage only
• Can cause stress with retailers
• Difficulty in communicating brand
message
 3. PERSONAL SELLING
• Personal selling is the process of
communicating with a potential buyer (or
buyers) face-to-face with the purpose of
selling a product or service.

When to Use Personal Selling

• In general, if a product has a high unit
value and requires a demonstration of its
benefits, it is well suited for personal sales.
 Steps in Completing a Sale
1. Prospecting and Qualifying
• Prospecting and qualifying involve locating
potential customers and finding out if they
are in a position to buy.

2. Pre approach
• This step involves researching the
prospective customer—often another
company.
3. Approach
• it is crucial for a salesperson to make a positive
first impression while introducing himself or
herself, the company represented, and the
product or service being offered.

4. Demonstration and presentation

• Presentations and demonstrations may involve
any number of visual aids, such as flip-charts, or
samples of the products themselves.

5. Over Coming Objections

• Almost every customer will present objections to
making a purchase. A good salesperson is not
flustered by these objections and handles them
in a positive, confident manner.
6. Closing Sales
• The next step in the process of completing
a sale - closing, or asking the buyer to
make a purchase—is often identified by
novice salespeople as the toughest step.
7. Follow up
• The follow-up, which can be done in
person or by telephone, gives the
customer the chance to ask questions and
reinforce his or her buying decision.
 4. PUBLIC RELATIONS (PR)
• It involve a variety of programs that are
designed to promote or protect a company’s
image or its individual products.

MAJOR TOOLS IN MARKETING PUBLIC

RELATIONS
. Publications: These include annual reports,
brochures, articles, company news letters and
magazines and audio visual materials.
• Events: Companies can draw attention to new
products or other company activities by
arranging special events like, news conferences,
seminars, outing, trade shows, exhibits, contest
that will reach the target publics
.
• News: to find or create favorable news
about the company, its products and its
people and get the media to accept press
releases and attend press conferences.
• Speeches: Increasingly, company
executives must field questions from the
media or gives talk at trade association or
sales meetings, and these appearances
can build the company’s image.
• Public-Service Activities: company’s can
build goodwill by contributing money and
time to good causes.