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Promotion Mix: Mahesh P IPE

This document discusses promotion mix and the various promotion tactics used in marketing. It outlines six main promotion tactics: advertising, sales promotion, public relations, personal selling, publicity, and direct marketing. The objectives of promotion are to build awareness, interest, desire, and action (AIDA) in the target market. The promotion mix refers to the specific combination of promotion methods used for a product and is determined by factors like the product market, marketing strategy, buyer readiness stage, and product life cycle stage. Elements of the promotion mix like advertising, sales promotion, public relations, personal selling, publicity, and direct marketing are further explained. Integrated marketing communication is also discussed as planning marketing communications strategically across various disciplines for maximum impact.

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412 views11 pages

Promotion Mix: Mahesh P IPE

This document discusses promotion mix and the various promotion tactics used in marketing. It outlines six main promotion tactics: advertising, sales promotion, public relations, personal selling, publicity, and direct marketing. The objectives of promotion are to build awareness, interest, desire, and action (AIDA) in the target market. The promotion mix refers to the specific combination of promotion methods used for a product and is determined by factors like the product market, marketing strategy, buyer readiness stage, and product life cycle stage. Elements of the promotion mix like advertising, sales promotion, public relations, personal selling, publicity, and direct marketing are further explained. Integrated marketing communication is also discussed as planning marketing communications strategically across various disciplines for maximum impact.

Uploaded by

David
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Promotion Mix

Mahesh P
IPE
Promotion
• Promotion involves disseminating information
about a product, product line, brand, or
company.
• To generate sales and profits, the benefits of
products have to be communicated to
customers. In marketing this is commonly
known as “promotions”.
Promotion Tactics
Six main Promotion Tactics
• ADVERTISING
• SALES PROMOTION
• PUBLIC RELATIONS
• PERSONAL SELLING
• PUBLICITY
• DIRECT MARKETING
Objectives of Promotion
• Objections of Promotion include:
• Building awareness (A)
• Building Interest (I)
• Building Desire (D)
• Create Action (A)
In short to create AIDA in target market.
Promotion Mix
• 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 .
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.
Promotion Mix elements explained
• Advertising: 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 arranging
demonstrations or exhibitions, setting up competitions
with attractive prizes, temporary price reductions,
door-to-door calling, telemarketing, personal letters on
other methods”.
• Public Relation: “ The planned and sustained
effort to establish and maintain goodwill and
mutual understanding between an
organisation and its publics”.PR 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.
• 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 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.
Integrated Marketing Communication (IMC)

• What is an integrated campaign?


IMC is the concept of marketing communication
planning that recognizes the added value of a
comprehensive plan and evaluates the strategic
roles of a variety of communications disciplines
such as advertising, sales promotion, publicity,
personal selling etc., skillfully combining these
disciplines to provide clarity, consistency and
maximum impact through the smooth integration
of messages.
6 M’s of Marketing communication
Thank you

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