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Promotion Mix AND Kinds of Promotion

The document discusses promotion mix and kinds of promotion. Promotion involves disseminating information about products and services to generate sales and profits. Promotion techniques can include business cards, press releases, newsletters, websites and more. The promotion mix refers to the specific combination of promotional methods used for a product, and may include advertising, sales promotion, public relations, personal selling and more. The factors that guide a marketer's selection of promotion mix are the nature of the product market, overall marketing strategy, buyer readiness stage and product lifecycle stage.

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89 views14 pages

Promotion Mix AND Kinds of Promotion

The document discusses promotion mix and kinds of promotion. Promotion involves disseminating information about products and services to generate sales and profits. Promotion techniques can include business cards, press releases, newsletters, websites and more. The promotion mix refers to the specific combination of promotional methods used for a product, and may include advertising, sales promotion, public relations, personal selling and more. The factors that guide a marketer's selection of promotion mix are the nature of the product market, overall marketing strategy, buyer readiness stage and product lifecycle stage.

Uploaded by

pushpakar_singh
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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PROMOTION MIX

AND
KINDS OF PROMOTION
PROMOTION
DEFINITION :-
Promotion involves disseminating information
about a product, product line, brand, or
company. It is one of the four key aspects of the
marketing mix. (The other three elements are
product marketing, pricing, and distribution.)

To generate sales and profits, the benefits


of products have to be communicated to
customers. In marketing this is commonly known
as “promotions”.
Promotion Techniques

Promoting your business can take many different forms. You


can promote it online and offline. Promotion is a very
important part of every business imaginable. If you don't
promote it, how are customers supposed to know about
it? Here are some very effective ways to promote your
product or service.

 BUSINESS CARDS
 PRESS RELEASES
 ORGANIZATIONS
 NEWS LETTERS
 FREE STUFF
 WEBSITE
PROMOTION MIX

DEFINITION :-

Specific combination of promotional


methods such as print or broadcast
advertising, direct marketing,
personal selling, point of sale display,
merchandising, etc., used for one
product or a family of products.
Six main Promotion Tactics

1. ADVERTISING
2. SALES PROMOTION
3. PUBLIC RELATIONS
4. PERSONAL SELLING
5. PUBLICITY
6. DIRECT MARKETING
The factors that guide a marketer’s
decision in selecting a promotion mix
are :-

 Nature of the product market.


 Overall marketing strategy.
 Buyer readiness stage.
 Product life cycle stage.
ADVERTISING
The means of providing the most persuasive
possible selling message to the right prospects at
the lowest possible cost".

Kotler and Armstrong provide an alternative


definition:-

"Advertising is any paid form of non-personal


presentation and promotion of ideas, goods and
services through mass media such as
newspapers, magazines, television or radio by an
identified sponsor".
SALES PROMOTION
“An activity designed to boost the sales of a product or
service. It may include an advertising campaign,
increased PR activity, a free-sample campaign, offering
free gifts or trading stamps, arranging demonstrations
or exhibitions, setting up competitions with attractive
prizes, temporary price reductions, door-to-door
calling, telemarketing, personal letters on other
methods”.
More than any other element of the promotional mix,
sales promotion is about “action”. It is about
stimulating customers to buy a product. It is not
designed to be informative – a role which advertising
is much better suited to.
PUBLIC RELATIONS

“The planned and sustained effort to


establish and maintain goodwill and
mutual understanding between an
organisation and its publics”.

Public relations activities include, press


releases. company literature, videos,
websites and annual reports.
PERSONAL SELLING
Personal selling is oral communication with
potential buyers of a product with the intention of
making a sale. The personal selling may focus
initially on developing a relationship with the
potential buyer, but will always ultimately end
with an attempt to "close the sale“

Personal selling is one of the oldest forms of


promotion. It involves the use of a sales force to
support a push strategy (encouraging
intermediaries to buy the product) or a pull
strategy (where the role of the sales force may
be limited to supporting retailers and providing
after-sales service).
PUBLICITY
Publicity refers to nonpersonal communi-cations
regarding an organization , product , service , or
idea not directly paid for or run under identified
sponsorship .it usually comes in the form of news
story , editorial , or announcement about an
organization and/or its products and services.

Techniques used to gain publicity include news


releases , press conferences , feature articles ,
photographs , films , and videotapes.
DIRECT MARKETING
Direct marketing is concerned with establishing an
individual relationship between the business offering a
product or service and the final customer.
Direct marketing has been defined by the Institute of
Direct Marketing as:
“The planned recording, analysis and tracking
of customer behaviour to develop a relational
marketing strategies”.
The process of direct marketing covers a wide range of
promotional activities, These include:
• Direct-response adverts on television and radio
• Mail order catalogues
• E-commerce
• Magazine inserts
• Direct mail
• Telemarketing
OBJECTIVES FOR PROMOTION

• BUILD AWARENESS.
• CREATE INTEREST.
• PROVIDE INFORMATION.
• STIMULATE DEMAND.
• REINFORCE THE BRAND.
THANKS!

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