Download promotion mix-IMC - Jahanzaib Yousaf

Promotion Mix or Elements of Promotion
Advertising
A formal, non-personal and paid form of message designed by an identified sponsor (Lux, Nokia, Ufone), through
an identified media (TV, Radio, print) to create awareness and promote the company’s product, service or ideas.
Advertising is the most effective and commonly used promotional tools worldwide. Most company allocates 60%
of their total promotional budgets on various advertising media. Advertising is effective as it creates strong image
of the brand and reaches a large population.
Common forms of advertising:
Print and Electronic ads
Posters and leaflets
Display signs
Packaging – outer and inserts
Directories
Point-of-purchase displays
Brochures and booklets
Billboards
Audiovisual material
Sales promotions
Activities designed to promote short term sales by offering incentives and motivating customers to purchase a product or
service.
Sales promotion is also very common among all kinds of brands as it helps the company to sell out large stocks in short
period of time through the use of extra incentives and deals.
Common forms of Sales promotions:
Contests, games, lotteries
Fairs and trade shows
Coupons
Trade-in allowances
Premiums and gifts
Exhibits
Low-interest financing
Continuity programs
Sampling
Demonstrations
Entertainment
Tie-ins
Public relations
A set of activities designed to build good relations with the company’s various publics by obtaining favorable
publicity, building corporate image and handling unfavorable issue faced by the company.
PR efforts are used to promote positive image of the company and its products. Public relations are an important
element for modern marketing firm, as firms volunteer in social development and charitable activities.
Common forms of PR:
Press kits
Annual reports
Community relations
Sponsorships
charitable donations
Lobbying
Seminars
Publications
Company magazine
Direct marketing
Connecting directly with carefully targeted individual consumers to obtain an immediate response from the
customers and cultivate customer relationships.
Direct marketing is a low-cost, efficient and speedy alternative for the company to reach its customers and sell
products in a large geographic area.
Common forms of direct marketing:
Catalogues
Electronic shopping
Email
Mailings
Blogs
Websites
Telemarketing
TV shopping
Personal selling
An effort which involves personal presentation by the firm’s sales force for the purpose of making sales and
building customer relationships. Personal selling involves the use of human element for selling directly to the
customers and ultimate users.
Personal selling efforts are used for hunting new customers and serving existing customers. The two basic
form of Personal selling are:
Inbound selling: When customer contacts the company sales person in-person or telephonically at company
outlets, help-lines or website.
Outbound selling: When the company sales person contact the customer outside the company in-person or
telephonically.
Common forms of Personal selling:
Sales presentations
Samples
Sales meetings
Fairs and trade shows
Incentive programs
Integrated marketing Communications
IMC refers to joint planning and execution of company’s different communication tools to achieve
promotional objectives of the company and to deliver a strong message to the target market.
It involves the integration and coordinated use of various elements of communication such as advertising,
personal selling, Sales promotions and direct marketing to create and deliver a clear, unified, consistent
and strong message about the company and its products.
The objective is to create and deliver an effective message to the target customers to achieve
communication impact.
Advertising
Direct
Marketing
Personal
selling
IMC
Sales
Promotions
PR