Promotion Mix

Marketing communications are the means by

which firms attempt to inform, persuade, and
remind consumers, directly or indirectly,
about the products and brands they sell.
 Promotion Mix-
• Advertising—any paid form of non-personal
presentation and promotion of ideas, goods, or
services by an identified sponsor
• Sales promotion—short-term incentives to
encourage trial or purchase of a product or services
• Events and experiences—sponsored activities and
programs design to create daily or special brand-
related interactions
• Public relations and publicity —promotion or protect
a company’s image or its individual products
• Online & Social Media Marketing- Online marketing is the
strategic use of digital networks and electronic devices to
promote your business and use of social media platforms and
websites to promote a product or service.
• Mobile Marketing: is any advertising activity that promotes
products and services via mobile devices, such as tablets and
smartphones.
• Direct marketing—use of mail, telephone, fax, e-mail, or Internet
to communicate directly with or solicit response or dialogue from
specific customers and prospects
• Personal selling—face-to-face interaction with one or more
prospective purchases for the purpose of making presentations,
answering questions, and procuring orders.
 Characteristics of
the Promotion Mix
Advertising
• Pervasiveness
• Amplified expressiveness
• Control
Sales Promotion
• Ability to be attention getting
• Incentive
• Invitation
Public Relations and Publicity
• High credibility
• Ability to catch buyers off guard
• Dramatization
Online & Social Media Marketing
• Rich
• Interactive
• Up to date
Direct Marketing
• Personal
• Proactive
• Complementary
Mobile Marketing
• Timely
• Influential
• Pervasive
Personal Selling
• Customized
• Relationship oriented
• Response oriented
 Personal Selling Process-
• Prospecting & Qualifying
• Preapproach
• Presentation & Demonstration
• Overcoming objections
• Closing
• Follow-up & maintenance
 Push and pull marketing strategies:

Push strategy
• A push promotional strategy involves taking the product directly to
the customer via whatever means, ensuring the customer is aware
of your brand at the point of purchase.
• "Taking the product to the customer"
• Examples of push tactics
• Trade show promotions to encourage retailer demand
• Direct selling to customers in showrooms or face to face
• Negotiation with retailers to stock your product
• Efficient supply chain allowing retailers an efficient supply
• Packaging design to encourage purchase
• Point of sale displays
Pull strategy
• A pull strategy involves motivating customers to seek out your
brand in an active process.
• "Getting the customer to come to you"
• Examples of pull tactics
• Advertising and mass media promotion
• Word of mouth referrals
• Customer relationship management
• Sales promotions and discounts
 Factors influencing promotion tools:
• Type of product market
• Buyer readiness stage
• PLC stage
 5 Ms of Advertising

• Mission: what are the objectives of the advertising

campaign?
• Money: how much budget they required to achieve
the objectives?
• Message: what message and message strategy will be
followed?
• Media: what type of media vehicle/s will be used to
deliver the message?
• Measurement: how should be the results of the
advertising campaign or programme will be evaluated?
 Mission/Objectives:
• Informative advertising
• Persuasive advertising
• Reminder advertising
• Reinforcement advertising
 Factors affecting Advertising
Budget(Money):
• Stage in PLC
• Market share and consumer base
• Competition and clutter
• Advertising frequency
• Product substitutability
 Media Decisions:
• Reach , Frequency,Impact
• Major media types
• Media vehicle
• Media timing
• Geographical media allocation
 Measurement:
• Communication Impact
• Sales Impact