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Promotion
Promotion
• Used to communicate both factual
information and persuasive
messages to prospective buyers.
• Designed to increase visibility or
sales of a product.
Elements of Promotion:
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•
•
•
•
•
Advertising
Personal Selling
Sales Promotion
Public Relations
Direct Marketing
Promotion Mix Strategies
Advertising
• used to encourage
or persuade an
audience (market)
to continue or take
some new action.
• Most familiar forms
are broadcasting
and print media
Advertising
Types of Advertising:
1. Acc. to target audience
2. Acc. to what is being advertised
3. Acc. to the objective sought
Advertising…
Types of Advertising:
1. Acc. to target audience
a) Consumer Advertising
- directed and intended for domestic
markets (e.g. individuals and families).
- to introduce / re-introduce, products
(household appliances, home electronic
devices, clothes and others found in the
household ) and services to families and
private individuals for daily use.
Advertising…
Types of Advertising:
1. Acc. to target audience
b) Business-to-Business Advertising
- directed toward other businesses
- may involve the promotion of products
such as copier machines, or services
such as human resources consulting or
logistics, that are primarily designed for
businesses.
Advertising…
Types of Advertising:
2. Acc. to target audience
a) Product Advertising
- tries to sell a particular product. (e.g.
Direct-action and Indirect-action)
b) Institutional Advertising
- tries to develop goodwill for a company
rather than to sell a specific
product. (e.g. Customer service and
Public service)
Advertising…
Types of Advertising:
3. Acc. to target audience
a) Primary-demand Advertising
- stimulate demand for generic category
(such as vitamins, milk, etc.)
b) Selective-demand Advertising
- stimulate demand for individual brands
(such as Centrum Multi-Vitamins, Bear
Brand Milk, etc.)
Personal Selling
• Delivery of a
specially designed
message to a
prospect by a seller,
in a form of face-toface communication,
personal
correspondence, or
personal telephone
conversation
Personal Selling…
• Example can be found in department
stores on the perfume and cosmetic
counters.
• A customer can get advice on how to
apply the product and can try different
products. Products with relatively high
prices, or with complex features, are often
sold using personal selling.
• Great examples include cars, office
equipment (e.g. photocopiers) and many
products that are sold by businesses to
other industrial customers.
Sales Promotion
• Media and non-media
marketing pressure
• Applied for a
predetermined, limited
period of time in order
to stimulate trial, and
increase demand, or
improve product
availability
Sales Promotion…
•
Includes consumer tools such
as samples, coupons, cash
refund offers, prices off and free
goods.
•
A key ingredient in marketing
campaigns
Sales Promotion…
Objectives:
• To consumers:
- obtain trial product
- introduce a new or improved product
- encourage repeat or greater usage
by current users
- bring ,ore consumers into retail store
- increase the total number of users of
an established product
Sales Promotion…
Objectives:
• To resellers:
- increase resellers
- obtain displays and support products
- improve product distribution
- obtain more and better self space
Sales Promotion…
Objectives:
• To sales persons:
- motivate the sales force
- educate the sales force about
product improvement
- stabilize fluctuating sales pattern
Sales Promotion…
Trade Promotions (geared toward
Wholesalers and Retailers):
1. Trade Shows
2. Contests (or games)
3. Display equipment and point-ofpurchase materials
4. Cooperative Advertising and
Promotion
5. Allowances
Sales Promotion…
Consumer Promotions (aimed at
ultimate consumers):
1.
2.
3.
4.
Product Sampling
Coupons
Rebates
Contests and Sweepstakes
Sales Promotion…
Consumer Promotions (aimed at
ultimate consumers): cont.
5.
6.
7.
8.
9.
Premiums
Multiple-purchase offers
Point-of-purchase materials
Product Placements
Sales promotion tie-ins
Public Relations
• The use of the news or
business press to carry
positive stories about
your company or your
products
• Cultivating good
relationship with local
press representatives
Public Relations…
Publicity:
 Is a special form of public relations
that involves news stories about an
organization or its products or
services.
 Publicity is not paid
 Publicity in the form of news
releases, press conferences, and
photographs.
Public Relations…
Other Forms of Publicity:
•
Appearances
- Such as in talk shows promoting
their books, recordings, concerts,
and movies.
•
Event Sponsorship
- sponsoring events and activities in
charitable institutions
Direct Marketing
• method by which advertisers
approach potential
customers directly with
products or services.
• forms of direct marketing are
telephone sales, solicited or
unsolicited emails, catalogs,
leaflets, brochures and
coupons.
Direct Marketing…
Types of Direct Marketing:
• Telemarketing
- involves calling people at home or
work to ask for donations, an opinion, or for
sales purposes.
• Email Direct Marketing
- targets consumers through their
Email accounts.
• Direct Mail Marketing
- advertising material sent directly to
home and business addresses.
Promotion Mix Strategies
• final aspect of strategic
planning used to
determine how to reach
chosen target markets
with key messages.
Promotional strategies
• Push
• Pull
“Understand that you need to sell you
and your ideas in order to advance
your career, gain more respect, and
increase your success, influence
and income.”
- Jay Abraham
Thank You!