PROMOTION

Promotion is the process of marketing communication to inform, persuade, remind & influence consumers or users in favor of our product or service Consumers buy a bundle of expectations (a package of utililities) to satisfy their economic, psycho social wants & desires The promotion offers the message, viz., the communication of these benefits to consumers Hence Promotion message has 2 basic purpose : 1. Persuasive Communication 2. Tool of Competition

PROMOTION MIX 1. Personal Selling :

It is a form of selling a product or service directly to the consumers by explaining or demonstrating the features of the product to him/her. In this the cost involved are high as the sales person has to personally meet every potential customers. Example. In departmental stores on the perfumes and cosmetics counters, a customers can get advice on how to apply the product & can try different products

2. Sales Promotion : It is a form of attracting the consumers by offering them various benefits in the form of incentives or by adding value to the products. The various kinds of sales promotional tool include coupons, discounts, rebates, samples etc.
Example. Barons Group Akai CTV

3. Public Relations : It is essentially a function of organization, where it tends to develop & manage its goodwill in the market. The primary environment is to create a suitable environment for the firm

Example.
A systematic activity of PR in India began with the Indian Railways in the 1920. They utilized PR activities such as exhibitions, festivals & advertising in newspaper both in India & England to attract tourist to India

4. Advertising :

5. Publicity : Refers to an appeal made to a mass of people by any media.

6. Direct Marketing : In DM organizations communicate directly with the customers through mail or telemarketing or marketing through the internet

Example.
Amways Direct Marketing

Advertising:
Evolution Advertising is as old as civilization itself. It started in Egypt about
1000 years before Christ. It was taken up later by the Greeks & Romans. The Greek in their prominent part in politics used advertisement & publicity to the maximum extent in their campaigns. The term Advertising originates from the Latin word advertre which means to turn the mind towards. Dictionary meaning is to give public notice or to announce publicly.

Definition Advertising includes all the activities performed by an

enterprise to present the goods and services to the consumer & to motivate them to buy these goods and services.

AMA Any paid form of non personal presentation & promotion of ideas, goods
or services by business firm identified in advertising message intended to lead to a sale immediately or eventually

Aid of Advertising in selling:

It creates the demand for new product It creates the demand for existing product It creates confidence It educates to consumers It supplements the work of salesmen It reduces the cost of production It stabilizes the demand of a product

Advertising Process :
1. Identify the target audience. The target audience is a market segment to which a marketer wants to communicate a product or brand message. Advertisement can be targeted towards mass market or towards niche markets. For instance, an advertisement of Amrutanjan pain balm is targeted at the mass market, while the advertising of Mercedes Benz is targeted at niche market ( high income customers)

2. Defining the objectives of advertising campaign. There might be 3 main objectives Inform =

Persuade = Induce customers to purchase their product service by announcing special offers, discounts Example Eureka Forbes advertisement show a sales executive giving a demo at a customer residence.
Remind = A company uses advertising to remind customers that a product will yield benefit in the future. Example Insurance Companys advertisement

3. Set the advertising budget Depends on product life cycle 4. Developing advertising message. Meaningful = Distinctive = The liril toilet soap add combined a visual a girl in the waterfall with unique sound track. Believable = Vim bar add demonstrate people cleaning the stained and greased vessels with very small amount of the product. Approaches to create add. Messages Comparative add.- 1 or more brands of the same product category are compared with each other on the basis of one or more product attributes. Implicit Adds. does not spell out the name of the competitor . For ex., the add of Tata Indica shows a small boy playing with a toy car (a look like Maruti 800), who then wants the bigger toy car (a look like Tata Indica) of another boy. Explicit adds. names of the competitor brands are openly used in the add. For ex., Hundai normally advertise its small car Santro by comparing its features with those of other small cars model in the market. Refutation Adds. Try to stimulate the buying behavior of the motivating customers. For ex., Maggie Ata Noodles : beyond the expectations of the consumer.

Creating Emotions:- LIC

Using Endorser- You cant explain much in 60sec.but when u show Shahrukh Khan, you dont have to people already knows a lot about him S

5. Selecting the right media. 6. Schedule the ad campaign.

Ad can be aired any time during the year depending upon the product or service. Cold drinks, AC, Refrigerator ads are normally during the summer season.MRF ad are aired with Sachin Tendulkar

7. Evaluation of ad effectiveness.

Identify the Target Audience

Specify the Advertisement Objectives

Set the Advertisement Budget the add

budget

Develop the Advertisement message

Measure Advertisement Effectiveness

Select the Schedule Campaign

Select the Media

5 Ms of advertising..

(1) Mission (2) Money (3) Message (4) Media (5) Measure

Types of Advertising :
(1.) Press Add - 70% market cover
-Newspaper -Magazines & journals

(2.) Radio Add - Radio was started in India in1967 when commercial services on Vividh Bharti were started.

(3.)Mural/Outdoor Add/Wall Add-Posters- Add board kept at fixed places especially at points where people frequently
assemble such as bus stops, railways, crossing etc. -Vehicle Add- Moving add placards inside or outside vehicles, such as trucks, busses, taxies, railways etc. -Elect Display and Signs- Wooden letter studded with bulb attract attention.

-Neon Signs- Flashing type -Sky add( Sky Writing)-AN Aero plane writes the name of the product or producer in the
sky.

-Sandwich men-They are hired persons properly dressed who walks in street with boards.
Posters & notices placed about them. -Puppet Shows-Used in family planning campaign in India mostly in villages

(4.)Direct mail add

It is using the letter box to tell the right people about the right goods at right time & in the right way. Circulars - Catalogue /price list-Booklets-Business -Reply cards- Brochures.

(5)Television Add It was started in 1976 in Doordarshan. (6)Promotional Add media The object of promotional add is conduct the customers of the last point, i.e. at the point of purchase him to go for the ad goods. -Window Display-The advertiser displays articles for sales inside glass window which are seen from the outside .Bata shoe store -Interior display -Exhibitions& fairs -Trade shows -Samples , coupons & premiums

Advertisement Agencies in India : Everyday more than 10000 brands are advertised in India through various media. For example the newspaper industry alone has more than 990 publications that are widely circulated in more than 18 different languages. Many firms take the help of add. Agencies in developing and running their advertising campaigns. Add agencies in India usually charge something between 10%-15% of the total cost as a communication for their services Some of them are

Category
Food Media Automotive Textile Automotive

Company & Brand

Amul NDTV 24*7 Hero Motocop Park Avenue Appolo Tyers

Add. Agency
Da Cunha St. Lukes JWT Ambience Publics Everest

Thanks for Cooperation

AAkAsh Pareek