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AIDA
THE PROMOTIONAL MESSAGE
romot|on |s a|| about compan|es commun|cat|ng
w|th customers
romot|ona| M|x A bus|ness tota| market|ng
commun|cat|ons programme
8|end of advert|s|ng persona| se|||ng sa|es
promot|on and pub||c re|at|ons too|s
Promotion
Inform|ng Inform|ng
ersuad|ng ersuad|ng
kem|nd|ng kem|nd|ng
INICkMING INICkMING
People have to know about it, in order to buy it
Advertising that seeks to develop demand
through presenting factual information on the
attributes of a product or service.
Tends to be used in promoting NEW products.
Use in the !ntroductory Stage of PLC
when competition offers similar product, you have
to ~persuade them to try yours
Advertising that emphasizes using words and/or
images to try to create an image for a product and to
influence attitudes about it.
Used by Coke and Pepsi re: lifestyle ads.
Used after the Introductory Stage of the PLC
LkSUADING LkSUADING
4 hen new competition comes along, you have to
~remind customers of your greater experience,
advantages etc.
4 Advertising whose goal is to reinforce previous
promotional activity by keeping the product`s or
service`s name in front of the public.
4 Used in the Maturity Period and the Decline
Stage of the PLC.
8LMlnulnC 8LMlnulnC
ersona| Se|||ng ersona| Se|||ng
Mass Se|||ng Mass Se|||ng
Advert|s|ng Advert|s|ng
ub||c|ty ub||c|ty
Sa|es romot|on Sa|es romot|on
PROMOTIONAL MIX
ersona| Se|||ng ersona| Se|||ng
Mass Se|||ng Mass Se|||ng
Advert|s|ng Advert|s|ng
ub||c|ty ub||c|ty
Sa|es romot|on Sa|es romot|on
ersona| Se|||ng
D|rect commun|cat|on between se||er and buyer
face2face contact
Usua||y used to se|| |ndustr|a| goods and serv|ces
A|so used to se|| some expens|ve consumer |tems eg
Cars computer systems
ML1nCDS CI kCMC1ICN
Mass Se|||ng
commun|cat|ng w|th |arge numbers of
potent|a| customers
"non"persona| se|||ng
used when the target market |s |arge and
d|spersed
ML1nCDS CI kCMC1ICN
Advert|s|ng
the ma|n form of mass se|||ng
|s a form of Mass Se|||ng
any pa|d form of nonpersona| commun|cat|on
eg 1echnlques lnclude blllboard ads and 1v
commerclals
ML1nCDS CI kCMC1ICN
ub||c|ty ub||c|ty
ub||c|ty ub||c|ty
The generation of awareness about a
product beyond regular advertising
methods.
Usually less costly than advertising
because sometimes the message is
spread for free by a newspaper article or
TV story.
ML1nCDS CI kCMC1ICN
Pub||c|ty
amples of Publicity
famous person photographed using your product
your product mentioned in National News in a
positive way
your product featured in a movie
TV commentary about aspects of your product
trade magazines carrying a story
eg. Road and Track doing a feature on the new
Landrover
ML1nCDS CI kCMC1ICN
Pub||c|ty
Publicity can be negative
eg. f a famous movie star gets electrocuted using your
product, this can cause people to NOT want to buy it - this
would be a major problems
eg. f your product is sabotaged - this could include tampering
with medical products ie. Tylenol
eg. f there are negative rumours about the ingredients in
your product
eg. f there are negative ingredients about the moral aspects
of your company
Sales romoLlon
< EnLer TrunsILIon Ine >
romoLlon eople romoLlon eople
Sales Managers
AdverLlslng Managers
Sales romoLlon Managers
8CMC1lCn LCLL
Sales Managers
WAre concerned wlLh managlng personal
selllng
Wln small companles Lhls person also does
Lhe adverLlslng and sales promoLlon
AdverLlslng Managers
W 1hey manage the mass se|||ng act|v|t|es
W 1hey chose the company to make the commerc|a|s
|ck the b|||board s|gns etc
W If the company |s b|g enough they h|re an outs|de
agency
W 1hey may a|so do pub||c|ty as we||
8CMC1lCn LCLL
Sales romoLlon Managers
1hey manage the Sa|es romot|on act|v|t|es
1hey dec|de about |nstore coupons pr|zes
contests etc
1hey spend a |ot of t|me v|s|t|ng the reta|| out|ets
where the product |s so|d
8CMC1lCn LCLL
C8ILC1IVLS CI SALLS kCMC1ICN
8ulldlng producL awareness
2 CreaLlng lnLeresL
3 1o lncrease Lhe sales volume ln shorL Lerm
4 ALLracL more cusLomer
3 Lncourage Lhe cusLomer for buylng
Meno
< EnLer TrunsILIon Ine >
Consumer promoLlon
1rade promoLlon
Sales force promoLlon
1LS CI SALLS kCMC1ICN
C8!LC1lvL Cl CCnSuML8 8CMC1lCn
W 8eLaln Lhe cusLomer
W lncrease repurchase
W 8rand swlLchlng
W SLore swlLchlng
W lncrease fooLfall
C8!LC1lvL Cl 18AuL 8CMC1lCn
8uy more
8ulldlng relaLlonshlp
SLock durlng off season
ulsplay of new producL launch
compeLlLlon
C8!LC1lvLS Cl SALLS lC8CL 8CMC1lCn
lncrease Lhe level of moLlvaLlon
CeLLlng markeL lnformaLlon
Lncourage selllng a new producL
MA!C8 CCnSuML8 8CMC1lCn 1CCLS
lree samples company provlde samples of Lhe producL
by mallby reLall sLoreaLLached ln magazlnes
for examplecllnlc plus provlde samples of lLs
shampoos ln blg bazar and aLLached wlLh Llmes of lndla
Coupons company provlde coupons Lo Lhelr cusLomers
lnslde Lhe pack or lnserLed ln magazlnes and newspaper
ads
for examplesmrwhlLe provlde coupons lnslde Lhe
packreLurned empLy pack and geL rs3 off ln nexL
purchase
ulscounLs company provlde dlscounL offers Lo
Lhelr cusLomers when Lhey buy Lhe producL
for exampleglobus provlde 30dlscounL on lLs
producL
8uy geL free company provlde offers Lo
Lhelr cusLomers Lo buy producL and geL
anoLher free
for examplelux offers Lo Lhelr cusLomers buy 3
geL free offer
Combo offer a combo pack ls Lwo relaLed
producLs banded LogeLher
lor example colgaLe offers a combo pack of
LooLhbrush free wlLh LooLhpasLe
rlce off a sLralghL dlscounL off Lhe llsL prlce
on each case purchased durlng a sLaLed Llme
perlod
lor example nokla offers Lo Lhelr reLallers
prlce off faclllLy
Allowance an amounL offered ln reLurn for Lhe reLaller's
agreelng Lo feaLure Lhe manufacLure's producLs An
adverLlslng allowance and dlsplay allowance
compensaLes reLallers for adverLlslng Lhe manufacLure's
producL
lor exampleSamsung and LC provlde allowances Lo Lhelr
reLallers ln Lhe season of ulwall
lree goods offers of exLra cases of merchandlse Lo
lnLermedlarles who buy a cerLaln quanLlLy or who
feaLure a cerLaln flavor or slze
for examplenesLle eclalrs provldes free goods Lo
Lhelr reLallers
op dlsplays Lhls ls exLra Lool of sales promoLlon
glven by a company Lo reLallers Lo boosL Lhe sales
lor eg ouLslde slgnswlndow dlsplayscounLer
plecesproducL dlsplay
ush money an exLra commlsslon pald Lo
reLallers Lo push Lhe producLs
lor eg nokla provlde Lhelr reLallers sale 3
pack of moblls and geL exLra 2 margln
AuvAn1ACLS Cl SALLS 8CMC1lCn
W lncreaslng buylng confldence cusLomer
W lncreased reLenLlon
W lncreased repeaL purchase
W lncreased shorL Lerm sales
W lncreased brand swlLchlng
W Cood shorL Lerm promoLlonal Lool
W rovlde qulcker resulLs
ulSAuvAn1ACLS
W uangerous ln long Lerm basls
W uamage Lhe lmage of producL ln
cusLomers mlnd
W 8educed Lhe effecL over Lhe cusLomer
W 8lsk facLor geLLlng hlgh
W Less proflL margln
1nL kCMC1ICN MLDIA
1PL 8CMC1lCn MLulA
NEw8PAPER :
TELEV|8|0N: 3ur Tv (Tar||radu), As|arel (Kera|a), Eeradu(
AP), Ap|ra Purjao| (Norlr), Ap|ra Vararlr| (Vararasrlra).
kADIC
8adlo reach ls hlghesL ln kerla (62) followed
by 1amll nadu (33) and karnaLaka (32)
CINLMA
lllms on producLs llke vlcks Llfeboy ColgaLe and
Shampoos are shown ln rural clnemas halls
2 LlC and rlvaLe lnsurance companles have been
showlng shorL movles ln rural LheaLres Lo creaLe
awareness abouL llfe lnsurance
CU1DCCk ADVLk1ISLMLN1
lorm of medla whlch lncludes
s|gnboard
wa|| pa|nt|ng
hoard|ngs
tree boards
bus boards etc
ulrecL Mall AdverLlslng
Mallers for seed and pesLlcldes Lo be senL as per
agrlculLural season
ulrecL mallers on consumer durables Lo be senL durlng
Lhe harvesLlng season so LhaL Lhe farmers wlll have
money for purchaslng Lhe same
ulrecL Mall AdverLlslng
ush|ng u|||ng Strateg|es ush|ng u|||ng Strateg|es
ushlng Lhrough Lhe promoLlon channel ushlng Lhrough Lhe promoLlon channel
roducer roducer personal selllng wholesaler reLaller cusLomer personal selllng wholesaler reLaller cusLomer
romoLlon Lechnlques used
run ads ln Lrade magazlnes Lo make wholesalers aware of Lhe producL
provlde lncenLlves Lo reLallers Lo carry Lhe lLem free case of drlnks
wlLh each 2 cases lL buys"
run conLesLs for salespeople Lo wln prlzes for selllng Lhe producL
Pulllng through the promotlon channel
roducer roducer personal selllng 2 wholesaler 8eLaller cusLomer personal selllng 2 wholesaler 8eLaller cusLomer
romoLlon Lechnlques used
8un 1v commerclals so cusLomers dlrecLly learn abouL Lhe producL
Lhen Lhey go Lo Lhe sLore and ask for lL or call around Lo flnd ouL
where lL ls sold
glve free samples Lo poLenLlal cusLomers
ulllng Lhrough Lhe promoLlon channel ulllng Lhrough Lhe promoLlon channel
roducer roducer personal selllng 2 wholesaler reLaller cusLomer personal selllng 2 wholesaler reLaller cusLomer
SomeLlmes you do pulllng" when Lhe Mlddlemen cannoL
be pushed LhaL ls Lhey already have a compeLlLors
producL so Lhe way Lo geL Mlddlemen Lo WAn1 Lo carry
Lhe producL ls Lo have cusLomers ask for lL
It is the use oI non personal contact tools to solicit
a trial o purchase.
The tools includes catalogue selling, Mail-Order,
Tele Marketing, TV shopping etc
Potential Mail Recipients
Once your name is on a list for a newspaper
subscription, your name and address can be "sold to
another company who will mail you information to try
and convince you to buy their product.
Buying and selling lists (databases) of such names is
big business
I4nnq you
Meno