romoLlons

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esslon Cb[ecLlves
W ueflnlLlon of all Lhe elemenLs of Lhe
romoLlon Mlx
W undersLandlng ln brlef Lhe elemenLs of Lhe
romoLlon Mlx
W lnnovaLlve use of Medla for romoLlon
Lxample of 8MW lllms
W LvaluaLlon
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WhaL ls promoLlon?
W Any form of
communlcaLlon a
buslness or organlzaLlon
uses Lo lnform
persuade or remlnd
people abouL lLs
producLs
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romoLlonal Mlx
@he romoLlonal Mlx ls a
comblnaLlon of Lhe dlfferenL
Lypes of promoLlon
@o Lypes of promoLlon
W roducL romoLlon
@ype of promoLlon LhaL a buslness uses Lo
convlnce poLenLlal cusLomers Lo buy producLs
from Lhem and noL Lhelr compeLlLors
W lnsLlLuLlonal romoLlon
@ype of promoLlon LhaL a buslness uses Lo creaLe a
favorable lmage for lLself
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138
W W romot|on romot|on funcLlon of lnformlng
persuadlng and lnfluenclng Lhe
consumer's purchase declslon
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8aslc Lypes of promoLlon
W ersonal selllng
W AdverLlslng
W ales promoLlon
W ubllc relaLlons
W ulrecL MarkeLlng
W LvenLs Lxperlences
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1310
W oba|ff|cut|es|ththeommun|cat|on
rocess
ln Chlna klC's slogan llnger llckln' good" came
ouL as LaL your flngers off"
Also ln Chlna CocaCola had Lhousands of slgns
made uslng Lhe LranslaLlon kekoukela"
W uependlng on Lhe dlalecL Lhls means
W 8lLe Lhe ax Ladpole" or
W lemale horse sLuffed lLh ax"
ln @alan epsl's slogan Come allve lLh Lhe epsl
generaLlon" came ouL as epsl lll brlng your
ancesLors back from Lhe dead"
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Cb[ecLlves of romoLlon
W W rov|denformat|on rov|denformat|on
lnform Lhe markeL abouL Lhe avallablllLy of a
parLlcular good or servlce
W W ncreaseemand ncreaseemand
ome promoLlons are almed aL lncreaslng
prlmary demand Lhe deslre for a general
producL caLegory
More promoLlons are almed aL lncreaslng
selecLlve demand Lhe deslre for a speclflc brand
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AdverLlslng
W Any pald form of non
personal presenLaLlon
and promoLlon of ldeas
goods or servlces by an
ldenLlfled sponsor
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W All markeLlng acLlvlLles
oLher Lhan personal
selllng adverLlslng and
publlc relaLlons ls
called
ales romoLlon
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W W aesromot|on aesromot|on
MarkeLlng acLlvlLles LhaL sLlmulaLes
consumer purchaslng (lncludes dlsplays
Lrade shos coupons premlums conLesLs
producL demonsLraLlons and varlous
nonrecurrenL selllng efforLs)
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ubllc 8elaLlons
W Any acLlvlLy deslgned Lo
creaLe a favorable
lmage Loard a
buslness lLs producLs or
lLs pollcles
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W A speclflc klnd of publlc
relaLlons LhaL lnvolves
placlng poslLlve and
nesorLhy lnformaLlon
abouL a buslness lLs
producLs or lLs pollcles ln
Lhe medla ls called
ubllclLy
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ubllclLy
LlmulaLlon of demand for good servlce place
ldea person or organlzaLlon by unpald
placemenL of commerclally slgnlflcanL nes or
favorable medla presenLaLlons
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ubllclLy
W AdvanLage
lL ls free!
W ulsadvanLage
lLs conLenLs
cannoL be
conLrolled by Lhe
buslness
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LvenLs and Lxperlences
W Companysponsored acLlvlLles and programs
deslgned Lo creaLe dally or speclal brand
relaLed lnLeracLlons
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W NlX1 60h llt1I8l l b0lNb 10 6l Vl8\
lXtl1lNb....
ON`T
MtSS!!!
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ush ollcy
W romoLlon pollcy used
only lLh Lhe nexL
parLner ln Lhe
dlsLrlbuLlon channel
ManufacLurers u
a producL Lo Lhe
reLallers for sale
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ull ollcy
W romoLlon pollcy
deslgned Lo creaLe
consumer lnLeresL
When a producL
ls consumer
drlven
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ush or ull LraLegy
W a push sLraLegy dlrecLs communlcaLlon efforLs aL
channel members a pull sLraLegy dlrecLs
promoLlon aL Lhe end consumer
W many producLs such as buslness producLs are
promoLed lLh a push sLraLegy lnvolvlng personal
selllng and use of Lrade promoLlons
W mosL consumer producLs ould rely more heavlly
on a pull sLraLegy here promoLlon ls dlrecLed aL
Lhe consumer Lo sLlmulaLe demand
LvaluaLlon
W ______________ ls a pald form of non
personal presenLaLlon of goods or servlces by
an ldenLlfled sponsor
a ales romoLlon
b ubllclLy
c ubllc 8elaLlons
d AdverLlslng
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LvaluaLlon
W Whlch of Lhe follolng ls not a Lype of non
personal communlcaLlon?
a nespaper
b Magazlnes
c !ournals
d LMall
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LvaluaLlon
W @he promoLlon mlx comprlses of four
elemenLs Whlch of Lhe follolng ls noL one of
Lhem
a MarkeLlng 8esearch
b ubllclLy
c ubllc 8elaLlons
d AdverLlslng
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LvaluaLlon
W Whlch of Lhe follolng lnvolves glvlng shorL
Lerm lncenLlves/offers Lo encourage cusLomer
Lo purchase a producL or servlce?
a ales romoLlon
b ersonal elllng
c ubllc 8elaLlons
d AdverLlslng
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LvaluaLlon
W ales promoLlon can be dlrecLed elLher aL end
consumers (consumer sales promoLlon) or aL
dlsLrlbuLlon channels (Lrade sales promoLlon)
@rade sales promoLlon are a Lype of
a elllng lnLo Lhe Lrade
b ushpull sLraLegy
c ush sLraLegy
d ull sLraLegy
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