The Role of Promotion

Promotion

Communication by
marketers that informs,
persuades, and reminds
potential buyers of a
product in order to
influence an opinion or
elicit a response.
 Promotion Strategy
Promotional
Strategy

A plan for the optimal

use of the elements of
promotion:
 Advertising
 Public Relations
 Sales Promotion
 Personal Selling
Competitive
Advantage
 The Role of Promotion
in the Marketing Mix
Overall
Promotional Mix
Marketing
Objectives • Advertising
• Public Relations
Marketing Mix • Sales Promotion
• Personal Selling
• Product
• Place
• Promotion
• Price

Target Market
Promotion Plan
Competitive Advantage
High product quality

Rapid delivery

Low prices

Excellent service

Unique features
Goals and Tasks of Promotion

Informing Reminding

Target
Audience

Persuading
Goals and Tasks of Promotion

Informing Reminding

PLC Stages:
Stages PLC Stages:
Introduction Maturity
Early Growth Target
Audience

PLC Stages:
Growth
Maturity Persuading
Goals and Tasks of Promotion

Reminder Promotion

 Remind customers that product

may be needed

 Remind customers where

to buy product

 Maintain customer awareness

 The AIDA Concept

AIDA Model that outlines the process

Concept for achieving promotional goals
in terms of stages of consumer
involvement with the message.
Attention
Interest
Desire
Action
 The AIDA Concept

Action

Desire Conative (doing)

Interest Affective (feeling)

Attention Cognitive (thinking)

The AIDA Concept
 Push and Pull Strategies

PUSH STRATEGY

Manufacturer Wholesaler Retailer Consumer

promotes to promotes to promotes to buys from
wholesaler retailer consumer retailer

Orders to manufacturer

PULL STRATEGY
Consumer Retailer Wholesaler
Manufacturer
demands demands demands
promotes to
product product product from
consumer
from retailer from wholesaler manufacturer

Orders to manufacturer
Factors Affecting Promotional Mix
The Promotional Mix
Promotional
Mix Combination of
promotion
tools used to reach the
target market and fulfill
the organization’s
overall goals.
 Advertising
 Public Relations
 Sales Promotion
 Personal Selling
The Promotional Mix

vert ising
Ad
Impersonal, one-way
mass communication about
a product or organization
that is paid for by a
marketer.
Integrated Marketing
Communications

Integrated
Marketing
Communications

The careful coordination of all promotional

messages to assure the consistency of
messages at every contact point where a
company meets the consumer.
Advertising Media
Traditional New
Advertising Media Advertising
Media

 Television
 Radio  Internet
 Newspapers  Banner ads
 Magazines  Viral marketing
 Books  E- mail
 Direct mail  Interactive video
 Billboards
 Transit cards
Advertising
Advantages Disadvantages

 Reach large number  Total cost is high

of people
 National reach is
 Low cost per expensive for
contact small companies

 Can be micro-
targeted
Public Relations

c
Publi s The marketing function that
el a tio n
R evaluates 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.
The Function of
Public Relations

 Ma
intain
a posi
 Ed tive im
ucate age
compa t h e publ
ny’s ob ic abo
 Intr jective ut the
oduce s
 Su new p
pport t roduct
s
he sal
 Ge es effo
nerate rt
favora
ble pu
blicity
Sales Promotion

Sales n
o motio Marketing activities that
Pr
stimulate consumer
buying and dealer
effectiveness.
Sales Promotion
Free samples
End
Consumers
Contests

Premiums
Company
Trade Shows
Employees

Vacation Giveaways
Trade
Coupons Customers
Personal Selling

rs on al
Pe
Sellin
g Planned presentation to
one or more prospective
buyers for the purpose
of making a sale.
Personal Selling

Traditional
Selling

Relationship
Selling
Marketing Communication

Categories of
Communication

Interpersonal Mass
Communication Communication
 Marketing Communication

As Senders As Receivers

 Inform  Develop messages

 Persuade  Adapt messages

 Remind  Spot new

communication
opportunities
 Marketing Communication

As Senders As Receivers

 Inform  Develop messages

 Persuade  Adapt messages

 Remind  Spot new

communication
opportunities