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