PROMOTION AND

ADVERTISEMENT GROUP-8
 MEMBERS

Stuti Swarna Yashaswini2 Ishaan Shane

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 CONTENTS
2 THE PROMOTION MIX 16 SCOPE OF ADVERTISING
3 and 4. 17 and 18 WHY ADVERTISEMENT?
5 ELEMENTS OF PROMOTION MIX
19 FACTORS AFFECTING
7 and 8 DETERMINING THE PROMOTION ……………………………………………ADVERTISEMENTS
…………………………………………………………….MIX
9 and 10 WHAT IS PROMOTIONAL 20 KEY QUESTIONS ADDRESSED BY
………………………………………………………….MARKETING ………………………………………………….ADVERTISERS
11 6 WAYS TO USE PROMOTIONAL 21 DIFFERENCE BETWEEN ADVERTISING
………………………………………………..MARKETING ………………………………………AND PROMOTION
12 WHAT IS ADVERTISING 22 BEWARE OF UNETHICAL ADVERTISING
13 TYPES OF ADVERTISING
23 and 24 ADVERTISING AND CONSUMPTION
14 ROLE OF ADVERTISING IN ………………………………………..BEHAVIOUR
………………………….PROMOTION OF A PRODUCT
15 ADVERTISING MANAGEMENT 25 REFERENCES
WHAT IS PROMOTION?
● Promotion is a marketing tool, used as a strategy to
communicate between the sellers and buyers.
● Through this, the seller tries to influence and convince the
buyers to buy their products or services.
● It is used to inform people about the products and build its
public image.
● This technique of marketing creates an interest in the
mindset of the customers and can also retain them as a
loyal customer.
WHAT IS PROMOTION?
.
Product Price

Promotion is a
fundamental component of
the marketing mix,which
has 4 P’s:

Place Promotion
 THE PROMOTION MIX
● It is a combination of marketing methods.
● Some of the various promotion tools available to the marketer.

Why is using a promotion mix important?

• Improves the effectiveness of promotional campaigns

• Helps segment the audience
• Improves communication with clients
• Informs subscribers
• Stands out from the crowd
 ELEMENTS OF PROMOTION MIX

DIRECT SALES
ADVERTISING
PROMOTION
PUBLICITY
SELLING

This is a non-personal This is a one-to-one This is a set of short It is the movement of

promotion of products communication information to the public
term activities that are
and services. Marketers
between a sales designed to encourage via media coverage and
use advertising as a vital other non-paid mass
tool for increasing brand representative and a immediate purchase.
potential buyer. media sources.
awareness.
 DETERMINING THE
PROMOTION MIX
● Marketers rarely rely on only one promotion method.

● They make use of two or more methods to accomplish

promotion and marketing objectives.

● When a firm makes use of more than one promotion

method for one product, the promotion methods used
constitute the promotion mix for that product.
Nature of the Nature of the
market product

Determinants
of
Promotion

Available
Effectiveness
budget
 WHAT IS PROMOTIONAL
MARKETING?
It is a form of marketing
communication that seeks to
inform customers about the
company's activities, its current
and future offers, shape a
positive brand image, build
positive relationships, and
stimulate demand, in
accordance with the individual
business strategy.
• Promotions are used across all industries in plenty of different contexts
like–

a. They can help achieve all key business objectives, such as acquiring
new customers, preventing churn, and building customer loyalty.

 b. In short, promotion marketing helps to present your product,

stimulate demand for it, and build an appropriate differentiation
strategy
Define your
target
6 WAYS TO USE Analyze the
audience PROMOTIONAL results

MARKETING 

Choose
Determine which type of
your budget promotion
Be where method suits
your you
audience
is
WHAT IS ADVERTISING?
● Advertising is a promotional activity which
aims to sell a product or service to a target
audience.

● It is one of the oldest forms of marketing

which attempts to influence the actions of
its target audience to either buy ,sell or do
something specific.
 TYPES OF ADVERTISEMENT

TRADITIONAL ADVERTISING: DIGITAL ADVERTISING:

1.Search advertising
1.Print
2.Display advertising
2.Direct mail 3.Social advertising
3.Outdoor 4.Mobile advertising
5.Native advertising
4. Radio
5.TV
 ROLE OF ADVERTISING IN PROMOTION OF A
PRODUCT

AWARENESS REMINDER

.
INFORMATION BRAND LOYALTY AND BRAND IMAGE

PERSUASION EDUCATING THE CUSTOMERS

ATTITUDES EXPANSION OF MARKETS

 ADVERTISING MANAGEMENT
❑Advertising management is a planned managerial process designed to
oversee and control the various advertising activities involved in a program
to communicate with a firm's target market and which is ultimately designed
to influence the consumer's purchase decisions.

❑Advertising is just one element in a company's promotional mix  and as such,

must be integrated with the overall marketing communications program.
 SCOPE OF ADVERTISEMENT
● The scope of advertising management includes:
1. analyzing the current advertising strategy and target audience
2. evaluating its effectiveness, and updating it towards existing
goals.
3. setting the budget, crafting relevant messaging, hiring relevant
specialists, and managing their work.
 WHY ADVERTISEMENT?
● Advertising is a powerful tool that can help you attract customers,
inform them about your products and build customer trust.
● Advertising is a crucial part of marketing
● Good advertising tells a story
● Advertising lets you target specific customers
● Advertising helps retain customers
 WHY ADVERTISEMENT?
● Advertising helps businesses stand out

● Advertising tells customers if a business aligns with their values

● Advertising affects a brand’s reputation

● Advertising affects sales.

● Advertising impacts the economy

FACTORS AFFECTING ADVERTISEMENT
1.Nature of the market 6. The Budget Available

2. Potential market 7.Competitive Advertising

3. The type of distribution strategy

8. Media Availability
4. The advertising objectives
9.Characteristics of Media
5. The type of selling message
 KEY QUESTIONS ADDRESSED BY
ADVERTISERS
1. What is my key objective?

2. Who is my target audience?

3. What message do I want to convey to my audience?

4. What makes my product unique?

5. How will I track advertising success?

DIFFERENCE BETWEEN PROMOTION AND
ADVERTISING
BEWARE OF UNETHICAL ADVERTISING!!
Misleading Ads Deceptive Pricing
Hidden Fees Objectifying Women's Bodies
Misleading Images
Exploiting Social Issues
Pressure Tactics
Plagiarism
False Endorsements
Exaggerated Results Twisting Facts and Research
 ADVERTISING AND CONSUMPTION BEHAVIOUR
● It is argued that advertising has changed consumer behaviour
from buying based on needs to purchasing based on wants.

● Advertising is all about positively projecting products, services

and ideas.

● Advertising uses psychology to more effectively influence

human behaviour.
 ADVERTISING AND CONSUMPTION BEHAVIOUR
• They use social images and appeals to people's
psychological and physical needs in order to sell or
persuade people to make a desired action.

• There is no escape from advertising at this point of time.

• Advertising enables the unending cycle of consumerism.

 REFERNCES
What is Promotion Mix: Definition, Tips, Examples - Definition | SendPulse

https://byjus.com/commerce/what-is-promotion
https://www.yourarticlelibrary.com/advertising/top-10-role-of-advertising-in-
promotion-of-a-product/32306

https://www.googlesir.com/determinants-of-promotion-mix/

https://www.businessmanagementideas.com/advertisement/5-criticism-
against-adverting-explained/2265
 THANK YOU!

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