PROMOTION

R.Malsawmzuala Navin Vishnu vardhan Sri Vidya

Marketing
Advertising Public Relations Sales Promotion Direct Marketing Personal Selling Marketing

Marketing involves making the consumer want to buy your product or service. This includes everything from product research and design, to packaging, pricing and product. Product Price Place Promotion

Why Study Marketing?

Advertising Public Relations Sales Promotion Direct Marketing Personal Selling Marketing

Marketing focuses on consumers, as does consumer relations, or customers relations, which is part of promotion. Promotion programs can affect marketing programsand vice versa. Mishandled marketing programs often affect long-term public relations plans.

Why do we need Promotion?

Advertising Public Relations Sales Promotion Direct Marketing Personal Selling Marketing

In the 21st-century marketing is undergoing dramatic changes. Instead of focusing on consumers to buy NOW, new marketing strategies seek to build long-term, productive relationship with consumers. They seek to build relationshipsjust like public relations.

Learning Goals
1
Discuss how integrated marketing communications relates to a firms overall promotion strategy.

Describe pushing and pulling promotional strategies.

Explain promotional mix and outline the objectives of promotion.

Summarize the different types of advertising and advertising media. Outline the roles of sales promotion, personal selling, and public relations.

Promotion
Promotion is the function of informing, persuading, and influencing a purchase decision. Integrated marketing communications (IMC) is the coordination of all promotional activitiesmedia advertising, direct mail, personal selling, sales promotion, and public relationsto produce a unified customer-focused message.

Integrated Marketing Communications

Must take a broad view and plan for all form of customer contact.

Create unified personality and message for the good, service, or brand.
Elements include personal selling, advertising, sales promotion, publicity, and public relations.

Promotional Mix
Promotional mix - combination of personal and nonpersonal selling techniques designed to achieve promotional objectives.

Personal selling - interpersonal promotional process involving a sellers face-to-face presentation to a prospective buyer.
Nonpersonal selling - advertising, sales promotion, direct marketing, and public relations.

Components of the Marketing Mix

Objectives of Promotional Strategies

Promotional Planning
Product placement - marketers pay placement fees to have their products showcased in various media, ranging from newspapers and magazines to television and movies. Guerilla marketing - innovative, low-cost marketing efforts designed to get consumers attention in unusual ways.

Advertising
Advertising - paid nonpersonal communication delivered through various media and designed to inform, persuade, or remind members of a particular audience. Firms need to be more and more creative and efficient at getting consumers attention.

Types of Advertising
Product advertising - messages designed to sell a particular good or service.
Institutional advertising - messages that promote concepts, ideas, philosophies, or goodwill for industries, companies, organizations, or government entities. Cause advertising - institutional messaging that promotes a specific viewpoint on a public issue as a way to influence public opinion and the legislative process.

Advertising and The Product Life Cycle

Informative advertising - used to build initial demand for a product in the introductory phase. Persuasive advertising - attempts to improve the competitive status of a product, institution, or concept, usually in the growth and maturity stages. Comparative advertising - compares products directly with their competitors either by name or by inference.

Reminder-oriented advertising - appears in the late maturity or decline stages to maintain awareness of the importance and usefulness of a product.

Advertising Media Pie

Types of Advertising
Television Newspapers Radio Online and Interactive Advertising Sponsorship Magazines Direct Mail Outdoor Advertising Other Media Options

Sales Promotion

Sales promotion - nonpersonal

marketing activities other than advertising, personal selling, and public relations that stimulate consumer purchasing and dealer effectiveness.

Checkout direct offers marketers an excellent opportunity to reach users of the competition Coupons are only issued to those who purchase specific brands

Sales Promotion
Objectives

Trade Promotions:
Obtaining distribution and shelf-space Encouraging retailers to advertise the brand

Sales Promotion
Objectives

Sales Force Promotions:

Signing up new accounts Stimulating sales of specific items

Sales Promotion

Business Promotion Tools

Includes many of the same tools used in trade and consumer promotions Two additional tools:
Conventions & trade shows Sales contests

Consumer-Oriented Promotions
Premiums, Coupons, Rebates, Samples Coupons attract new customers but focus on price rather than brand loyalty. Rebates increase purchase rates, promote multiple purchases, and reward product users. Three of every four consumers who receive a sample will try it. Contests, and Sweepstakes Introduction of new products. Subject to legal restrictions. Specialty Advertising Gift of useful merchandise carrying the name, logo, or slogan of an organization.

Trade-Oriented Promotions

Personal Selling
A person-to-person promotional presentation to a potential buyer.
Customers are relatively few in number and geographically concentrated. The product is technically complex, involves tradeins, and requires special handling. The product carries a relatively high price.

Example: Selling to the government or military.

Public Relations
Public relations - a public organizations communications and relationships with its various audiences.
Helps a firm establish awareness of goods and services and builds a positive image of them.

Publicity - stimulation of demand for a good, service, place, idea, person, or organization by disseminating news or obtaining favorable unpaid media presentations.
Good publicity can promote a firms positive image. Negative publicity can cause problems.

Promotional Strategy
Pushing strategy - relies on personal selling to market an item to wholesalers and retailers in a companys distribution channels.
Companies promote the product to members of the marketing channel, not to end users.

Pulling strategy - promote a product by generating consumer demand for it, primarily through advertising and sales promotion appeals.
Potential buyers will request that their suppliersretailers or local distributors

Most marketing situations require combinations of push and pull strategies

BIBLIOGRAPHY
Tutor2u.com Philp Kotler Marketing Management 12th edition Bookboon.com