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Unit No.4 - Promotion

The document outlines the role and importance of promotion within marketing communications, detailing various elements of the communication mix such as advertising, sales promotion, and public relations. It introduces key concepts like the 5Ms of Advertising, AIDA, and Integrated Marketing Communications (IMC), emphasizing the need for a cohesive strategy to engage target audiences effectively. Additionally, it discusses promotional mix strategies, push-pull tactics, and the influence of generative AI on promotional decisions.

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VAISHNAVI KAMBLE
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5 views22 pages

Unit No.4 - Promotion

The document outlines the role and importance of promotion within marketing communications, detailing various elements of the communication mix such as advertising, sales promotion, and public relations. It introduces key concepts like the 5Ms of Advertising, AIDA, and Integrated Marketing Communications (IMC), emphasizing the need for a cohesive strategy to engage target audiences effectively. Additionally, it discusses promotional mix strategies, push-pull tactics, and the influence of generative AI on promotional decisions.

Uploaded by

VAISHNAVI KAMBLE
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Unit No.

Promotion
Content:
 Meaning, The role of marketing communications in
marketing effort.
 Communication Mix Elements
 Introduction to Advertising, 5Ms of Advertising,
 Attention, Interest, Desire, Action (AIDA)
 5A (Aware, Appeal, Ask, Act, and Advocate)
 Integrated Marketing Communications (IMC)
 Developing Effective Communication
 Communication Process
 Shaping the overall promotion mix
 Promotional mix strategy
 Push-pull strategies.
 Role of Generative AI in Promotion decisions
Promotion
 Marketing Communication.
 Kotler- Promotion compasses all the tools in the
marketing mix whose major role is persuasive
communications.

 The strategies and tactics used to communicate with


and persuade potential customers about a product or
service, aiming to increase awareness, generate
interest, and ultimately drive sales.

 According to Kotler and Keller, promotion in the


marketing mix is a combination of tools used to
communicate the benefits of a product and build
relationships with customers.
Objectives of Marketing
Communications
 To modify behavior

 To inform

 To persuade

 To remind

 To change demand pattern


Role of marketing communications
in marketing effort.
 Inform and Persuade

 Drive Sales

 Build Brand Awareness

 Stay Competitive

 Reach Target Audience


Other words
 Increasing awareness

 Increasing knowledge & preference

 Increasing retailers

 Increasing sales & establishing brand

 Maintaining public profile


Communication Mix Elements
 Advertising
 Sales Promotion
 Personal Selling
 Public Relations
 Word of Mouth
 Direct Marketing
 Advertising: Paid, non-personal communication
through various media (print, broadcast, online) to
promote a product or service.
 Sales Promotion: Short-term incentives or offers
(discounts, coupons, contests) to encourage
immediate purchase.
 Personal Selling: Direct, face-to-face interaction
between a salesperson and a potential customer to
build relationships and make sales.
 Public Relations (PR): Building positive
relationships and managing the public image of a
company or brand through various communication
channels.
 Direct Marketing: Targeted communication with
individuals or specific groups to promote a
product or service directly.
5Ms of Advertising
 Mission: This refers to the overarching purpose or objective of the
advertising campaign. What do you want to achieve?
 Examples: Increase brand awareness, drive sales, generate leads, or re-
establish product interest
 Money: This involves establishing the advertising budget and allocating
resources effectively.
 Consider factors like campaign duration, target audience reach, and media
channel costs.
 Message: This is the core content and communication strategy of the
campaign. What message do you want to convey to your target audience?
 Ensure the message is clear, concise, and resonates with the target
audience.
 Media: This involves selecting the appropriate channels to reach the target
audience. Where and how will you deliver your message?
 Consider factors like audience demographics, media consumption habits,
and campaign goals.
 Measurement: This involves tracking and evaluating the performance of
the advertising campaign. How will you measure its success?
 Use metrics like website traffic, sales conversions, brand mentions, and
customer engagement to assess campaign effectiveness.
AIDA
 Attention: The customer first becomes
aware of a product or service
 Interest: The customer learns more about the
product or service
 Desire: The customer's interest becomes a
want or a need
 Action: The customer tries or buys the
product or service
E. St. Elmo Lewis –modifications to AIDA-
4A’s
 Aware-Attitude-Act-Act again
Kotler's 5 A's
1. Aware

2. Appeal

3. Ask

4. Act

5. Advocate
Integrated Marketing
Communications (IMC)

Integrated Marketing Communication


(IMC) is a strategic approach that combines
various marketing channels and tools to
deliver a consistent and unified brand
message to target audiences, ensuring a
seamless and cohesive brand experience.
 Advertising (print, digital, broadcast)
 Public Relations (media relations, social
media)
 Direct Marketing (email, mail)
 Sales Promotion (discounts, coupons)
 Personal Selling (sales representatives)
 Social Media Marketing
 Content Marketing
 Digital Marketing
Developing Effective
Communication

1. Identifying target audience


2. Determining communication objectives
3. Designing a message
4. Choosing media
5. Selecting message source
6. Collecting feedback.
Communication Process
The process involves a sender encoding a
message, transmitting it through a channel
to a receiver, who decodes it and provides
feedback, forming a cycle of interaction to
achieve marketing goals
Shaping the overall promotion mix
 A promotion mix is a combination of strategies that marketers
use to communicate with their target audience. It includes
advertising, sales promotion, public relations, and more.
 Fators that shape the promotion mix:
 Target audience: Consider the demographics of your target
audience, such as age, income, location, and lifestyle.
 Budget: Determine how much you can spend on promotion.
 Marketing channels: Choose the most efficient channels to
reach your target audience.
 Product: Consider the type of product you're selling.
 Competitors: Consider what your competitors are doing.
 Regulations: Consider any regulations that apply to your
product or industry.
 Contextual Marketing:
◦ Current search terms & recent web browsing
behaviour
 Permission Marketing:
◦ Choice is given to the targeted audience to opt
to receive promotional messages
 Data driven Marketing:
◦ Develop strategies using big data analysis
Promotional mix strategy

A promotion mix strategy


involves combining various promotional
tools like advertising, public relations,
personal selling, direct marketing, and
digital marketing to effectively reach
customers, build brand awareness, and drive
sales.
Push-pull strategies
 Push and pull strategies are marketing approaches
that help promote products and services. Push
strategies are used to promote products directly to
consumers, while pull strategies are used to create
demand for products.
 When to use push and pull strategies
 Push strategies: Use when customer demand is
high
 Pull strategies: Use when you want to build
brand awareness and create customer loyalty

Push strategy Pull strategy

Goal Get products in front Create demand by


of consumers attracting customers

Promote products to Create brand


Focus intermediaries awareness and
interest

Advertising, Content marketing,


Methods promotions, direct social media,
sales advertising

Television Product sampling,


Examples commercials, point- social media
of-sale displays, trade promotion, SEO
show promotions
Role of Generative AI in Promotion
decisions
1. Personalisation of Marketing Campaigns
2. Get a deeper understanding of consumer
behaviour and segmentation
3. Optimise Promotion’s direct impact on Sales
and Margin
4. Identify Personalised Levers for Brands Going
direct to Consumers.
5. Better Measure & Optimise promotions’ Indirect
Impact
6. Better manage channels and arbitrate on
Promotions

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