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THE PROMOTION
MARKETING MIX
Tools used for
persuasive suitable
communication
with customers .
THE ROLE OF PROMOTION
= informs consumers about the rest of the
marketing mix. Without it, consumers do not
know about the product, the price, or the place.
Promotion is more than just advertising, and it
includes several activities.
PROMOTION INCLUDES
• Advertisements
• Sales promotion
• Personal selling
• Public relations
THE AIMS OF PROMOTION
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To inform people about particular issues.
To introduce new products to the market.
To compete with competitors products.
To improve the company/brand image.
To increase sales.
ADVERTISEMENT – AIDA MODEL
Advertising must be AIDA:
Attention: Informs consumers that the product
exists.
Interest: Consumers need to become interested in
the product.
Desire: Makes consumers want the product.
Action: Prompts consumers into buying the
product.
USED MEDIA OF ADVERTISING
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Television
Internet
Radio
Newspaper
Magazines
Posters and billboards
Leaflets
Cinemas
Others (cars, bags
TYPES OF ADVERTISING
• Informative advertising: Involves giving as
much information about the product as
possible.
• Persuasive advertising: Involves persuading
consumers that they need the product and
should buy it.
• Reminde advertising: Involves reminding a
existing product or service to repeat
shopping.
SALES PROMOTION
• Is usually used to support advertising and to
encourage new or existing customers to buy
the product.
• Its main function is to boost sales in the shortterm, but not in the long term.
TYPES OF SALES PROMOTION
•Price reductions
•Gifts
•Competitions
DISCOUNT!!!
50%
299,- 150,-
Buy a
hamburger,
get a toy.
If you get all
stickers, you get
a new bottle of
our juice.
TYPES OF SALES PROMOTION
•Point of sale displays and demonstrations
•After sales service
•Free sample
HELP YOURSELF
PERSONAL SELLING
= Communication with employees selling
company.
When customers:
• need advice or information about product,
• want to claim,
• aren´t decided to buy (they hesitate).
PUBLIC RELATIONS
• It´s good for improving the
brand/company's image.
• These activities raise public awareness of
the company.
PUBLIC RELATIONS
• Includes:
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Sponsoring events
Attendance at public events
Giving products and money to charity
Press releases
Trade shows
Product placement
Resources:
• http://igbusinesss.blogspot.cz/2011/04/chapter-21-marketing-mixpromotion.html
• http://marketing.about.com/od/publicrelation1/u/publicrelations.ht
m
• http://www.publiseek.com/publicity/pr-techniques/
• www.pixabay.com