19-1

Advertising
Direct Marketing
Interactive/
Internet Marketing
Sales Promotion
Publicity/Public
Relations
Personal Selling
Advertising
Direct Marketing
Interactive/
Internet Marketing
Sales Promotion
Publicity/Public
Relations
Basic Elements of the Promotional Mix
19-2
Advertising
Advertising is paid non-personal
communication from an identified sponsor
using mass media to persuade or influence
an audience
19-3
Advertising
Advertising has six elements
Advertising is a paid form of communication.
Sponsor is identified
Tries to persuade or influence the consumer to do
something.
Message is conveyed through many different kinds
of mass media
Advertising reaches a large audience
It is a non -personal
19-4
Publicity

Refers to the generation of news about a person, product or
service that appears in broadcast or print media

Non- Personal not paid stimulation of demand of the products
or services by planting commercially significant news or
editorial comment in the print media or by obtaining a
favourable presentation if it upon radio, and television.
19-5
The Power of Publicity
Why publicity is much more powerful than advertising or sales
promotion- or even other forms of promotion?
Publicity is highly credible.
Publicity information is perceived as endorsed by the medium
in which it appears.
It has news value
High frequency of exposure.
19-6
Public Relations
The management function which evaluates public attitudes,
identifies the policies and procedures of an organization with
the public interest and executes a programme of action to earn
public understanding and acceptance.
19-7
Sales Promotion
A Direct Inducement that offers an extra value or incentive for
the product to the sales force, distributors, or the ultimate
consumer with the primary objective of creating an immediate
sale.

Sales promotion consists of short-term incentives to encourage
the purchase or sales of a product or service.

The idea behind sales promotion is to generate immediate sales.

19-8
Types of the Sales Promotion
Consumer oriented sales promotion
Trade oriented sales promotion.
19-9
Consumer-oriented
[For end-users]
Trade-oriented
[For resellers]
Sales Promotion Tools
Events Events
Loyalty Programs Loyalty Programs
Bonus Packs Bonus Packs
Refunds/Rebates Refunds/Rebates
Contests/Sweepstakes Contests/Sweepstakes
Premiums Premiums
Samples Samples
Coupons Coupons
Coop
Advertising
Coop
Advertising
Trade
Shows
Trade
Shows
Training
Programs
Training
Programs
POP Displays POP Displays
Trade
Allowances
19-10
Direct Marketing Defined
Direct Marketing is the use of Consumer direct channels
to reach and deliver goods and services to customers with
out using marketing middlemen.
A system of Marketing by which organisations
communicate directly with customers to generate a response
or transaction.
19-11
Catalog Selling
Direct Selling Direct Action Advertising
Direct Mail
Telemarketing
TV Selling
Catalog Selling
TV Selling
Direct Mail
Direct Action Advertising
Direct Selling
Direct Marketing Defined
The total of activities by which the seller directs efforts to a
target audience using one or more media for the purpose of
soliciting a response by phone, mail, or personal visit from a
prospective customer.
19-12
The Internet
The Internet is a worldwide means of
exchanging information and communicating
through a series of interconnected computers

19-13
Internet Participants
Internet
Internet
Receivers
Users
Shoppers
Customers
Senders
Advertisers
Sponsors
e-Commerce
Merchants
19-14
Banners
Sponsorships
Pop-ups/

Push
Technologies
Links
Interstitials
Banners
Sponsorships
Interstitials
Push
Technologies
Integrating the Internet--Advertising
Internet
Advertising
Has a Variety of
Forms:
19-15
Oral Presentation in conversation with one or
more prospective purchaser for the purpose of
making sales
Personal selling consists of contracting
prospective buyers of a product personally
Personal Selling
19-16
Factors Influencing Promotional Mix
Product Related Factors
Amount and complexity of product information.
Products stage in the life cycle.
Product type and unit price.
Consumer related Factors
Size and characteristics of the target market
Type of buying decision


19-17
Factors Influencing Promotional Mix
Firm related Factors
Pricing strategy
Budget
Company Personnel
Marketing channel
Situation Related Factors
Visibility of the firm
Competitors action