Download S39,40 Promotion Mix

Principles of Marketing

Session -39, 40
Promotion Mix
Promotion Mix
Promotion Mix consists of the following elements
1.
Advertising
2.
Sales promotion
3.
Personal selling
4.
Public relations
5.
Direct Marketing
Promotion Mix
•Advertising is "any paid form of non-personal
presentation and promotion of ideas, goods,
or services by an identified sponsor."
•Specific media tools include print
(magazines, newspapers, direct mail),
broadcast (television, radio), and
display (billboards, signs, posters).
Promotional objectives








To support sales increases
To encourage trial
To create awareness
To inform about a feature or benefit
To remind
To reassure
To create an image
To modify attitudes
The Promotional Message
Grab
Excite
Create
Prompt
ATTENTION
INTEREST
DESIRE
ACTION
AIDA
Media

TV

Radio

Print

Cinema

Outdoors

Internet
Characteristics of Press media

Offers a high degree of market coverage with large circulation

Targeting specific segments is possible

Cost-effective compared to television

Lead time is short
Characteristics of Television media

Creates high impact with colour sound and movement

Easy to target specific segment

It covers large audience
Characteristics of Radio media

Cost-effective compared to TV and press

Can target specific segments easily

Relatively mobile
Characteristics of cinema media

High impact with visual, sound and movements

Targeting youth population is easier

Regional reach is possible
Characteristics of posters/outdoor
media

Ads can be repeatedly seen

24/7 coverage

May encourage impulse buying if close to shops

Maximum local reach is possible
Message
Message: Message is the thought, idea, attitude, image or other
information that the advertisers wishes to convey to the targeted
audience
Rational
Types of appeal for message:
Emotional
Fear Appeal
Humour appeal
Music appeal
Sex Appeal
Advertising
Marketing mix
product
Price
Place
Promotion
Advertising
Role of Advertising in Marketing mix





Important component
Advertising helps to increase the volume of sales
Advertising helps communicating sales promotion
Advertising department help in formation of product
image
Advertising helps in the price reduction of the product
Role of Advertising in Promotion Mix

Helps in effective personal selling

Enhanced publicity

Helps in the success of sales promotion

Better reach of sponsorship to the target publice
Advertising
Functions of Advertising
Secondary
Functions
Primary Function
Increasing
sales
Persuading
Dealers
To stock
Increase
Std of living
Assist
Response
In
For
Liquidating New products
stock
Creation
of
Demand
Eliminate
Seasonal
Fluctuations
Advertising
Secondary Functions
Encouragement
To salesmen
Helps in making
Correct claims
Impress
Product quality
Creating a Employment
Sense
Of
Of security Efficient
employees
Models of function of
advertisement
Purchase
conviction
Preference
Liking
knowledge
Awareness
Unawareness
Hierarchy of Effects model developed by Lavidge and Steiner
Promotion Mix
Sales Promotion:

Sales promotion is the use of "short-term incentives to encourage the
purchase or sale of a product or service."

The key term is "short-term," as most sales promotions have a finite
time frame when the terms of the offer are in force.

Sales promotions aimed at the consumer are often communicated at
the point-of-sale (e.g. via in-store displays or on-package mentions),

convey a "Buy me NOW!" message.
Promotion Mix

Sales promotion tools include premiums, discounts, coupons,
cash rebates and demonstrations.

Although this is also a non-personal form of communication,
many sales promotion themes are intended to spark personal
interest in the product or service being promoted.
Promotion Mix
•
Personal Selling:
"Two-way communication for the purpose of making sales and
building customer relationships."
•
This form of communication is "personal." It provides a forum
for immediate exchange of needs, goals, ideas, and feedback.
•
A good salesperson listens to the customer and reacts to the
information being conveyed.
Promotion Mix

Personal selling tools include sales presentations, trade shows,
and incentive programs.

Product-related information can be tailored to the individual (or
group), and presented in a way that is meaningful and pertinent
to the situation
Promotion Mix
Public Relations:
•
Public relations is intended to build 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
•
Public relations offers several unique qualities. It is very
believable -- news stories, features, and events seem more real
to readers than ads do.
Promotion Mix
•
Public relations can also reach many prospects who avoid
salespeople and advertisements; the message gets to the
buyer as "news" rather than as a sales-directed communication
•
Like advertising, public relations can dramatize a company or
product