Promotion

Integrated Marketing Communications

Promotional Mix Advertising Personal Selling Sales Promotion Public Relations Direct Marketing

What is PROMOTION?

Any form of communication a business or organization uses to inform, persuade, or remind people about its products.

What is PROMOTION?

Promotion keeps the product in the minds of the customers and helps stimulate demand for the product.

There are several tools/activities are often considered aspects of promotions

Objectives of PROMOTION?

Build AwarenessCreate InterestProvide InformationStimulate demandReinforce The Brands

The Promotional Mix is the specific blend of

advertising, public relations, personal selling, and sales

promotion tools that the company uses to persuasively

communicate customer value and build customer relationships

Sales promotionsSales promotionsAdvertisingAdvertising

Publicity/public relations

Publicity/public relations Personal sellingPersonal selling

Direct MarketingDirect Marketing

Factors Affecting the Promotional Mix

Nature of Product Nature of Product

Stage in PLCStage in PLC

Target Market FactorsTarget Market Factors

Type of Buying DecisionType of Buying Decision

Promotion FundsPromotion Funds

Push or Pull StrategyPush or Pull Strategy

Factors AffectingChoice of Promotional Mix

Factors AffectingChoice of Promotional Mix

Purpose of promotional mix

InformingInforming RemindingReminding

PersuadingPersuading

TargetAudienceTargetAudience

PLC Stages:Introduction Early Growth

PLC Stages:Growth Maturity

PLC Stages:Maturity

The Promotion Mix

Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.

• Broadcast• Print• Internet• Outdoor

Sales promotion is the short-term incentives to encourage the purchase or sale of a product or service

• Discounts• Coupons• Displays• Demonstrations

The Promotion Mix

• Consumer-oriented

• [For end-users]

• Trade-oriented

• [For resellers]

Sales Promotion Tools

EventsEvents

Loyalty ProgramsLoyalty Programs

Bonus Packs Bonus Packs

Refunds/Rebates Refunds/Rebates

Contests/SweepstakesContests/Sweepstakes

PremiumsPremiums

SamplesSamples

CouponsCoupons

CoopAdvertisingCoopAdvertising

TradeShowsTradeShows

TrainingProgramsTrainingPrograms

POP DisplaysPOP Displays

TradeAllowances

Introduce new productsIntroduce new products

Get existing customers to buy more


Attract new customers


Maintain sales in off season


Increase retail inventories


Tie in advertising & personal sellingTie in advertising & personal selling

Enhance personal selling


Combat competition

Combat competition

Introduce new productsIntroduce new products









Tie in advertising & personal sellingTie in advertising & personal selling



Various Uses of Sales Promotion

SalesPromotionSalesPromotion

The Promotion MixPublic relations involves building good

relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events

• Press releases• Sponsorships• Special events• Web pages

The Promotion Mix

Personal selling is the personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships

• Sales presentations• Trade shows• Incentive programs

The Promotion Mix

Direct marketing involves making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships —through the use of direct mail, telephone, direct-response television, e-mail, and the Internet to communicate directly with specific consumers. (Call-to-Action)

• Catalogue• Telemarketing• Kiosks

DirectResponseAdvertising




DirectMailDirectMail

CatalogsCatalogs

TelemarketingTelemarketing

InternetSalesInternetSales

ShoppingChannelsShoppingChannels

DirectMailDirectMail

TelemarketingTelemarketing

CatalogsCatalogs

ShoppingChannelsShoppingChannels

Direct Marketing is Part of IMC

DirectMarketingDirectMarketing

Integrated Marketing Communications

Integrated marketing communications is the integration

by the company of its communication channels to deliver a clear, consistent, and compelling message about the organization

and its brands

• Consumers are better informed• More communication• Less mass marketing• Changing communications

technology

The Need for Integrated Marketing

Communications

Promotion

Documents