The Promotion Mix

The promotion mix is the specific

blend of advertising, public relations,
personal selling, and direct-
marketing tools that the company
uses to persuasively communicate
customer value and build customer
relationships

A company’s total promotion mix—also called its marketing communications mix

1
Advertising
Advertising is any paid form of
non-personal presentation and
promotion of ideas, goods, or
services by an identified sponsor
 Broadcast
 Print
 Internet
 Outdoor

2
Print
https://adsofbd.com/category/archive/print/page/4
Outdoor
Broadcast
https://www.youtube.com/watch?v=0MjHWzhLgqE
Sales promotion

Sales promotion is the short-term

incentive to encourage the purchase or
sale of a product or service
Discounts
Coupons
Displays
Demonstrations

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6
 Coupons

https://www.valpak.com/advertise/products-services/direct-mail-
coupons

Discounts

https://www.google.com/search?
q=Discount+advertisement+Bangladesh&source=lnms&tbm=isch&sa=X&ved=2ahUKEwi8q_WO_uLrAhWWXS
sKHd89AhsQ_AUoAXoECAwQAw&biw=1366&bih=657#imgrc=d8ne9aLsX-9VPM
 Various Uses of Sales Promotion

Introduce Get
Getexisting
existing
Introducenew
new customers
customerstotobuy
buy
products
products more
more

Attract
Attractnew
new
Combat
Combatcompetition
competition customers
customers
Sales
Sales
Promotion
Promotion
Enhance
Enhancepersonal
personal Maintain
Maintainsales
salesin
inoff
off
selling
selling season
season

Tie
Tiein
inadvertising
advertising&& Increase
Increaseretail
retail
personal
personalselling
selling inventories
inventories

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Personal selling
Personal selling is the personal presentation
by the firm’s sales force for the purpose of
making sales and building customer
relationships
 Sales presentations
 Trade shows
 Incentive programs
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9
Sales presentations

Trade shows

https://www.mpastyle.it/en/tag/bangladesh/
10
Public relations
Public relations involves building good
relations with the company’s various
publics by obtaining favorable publicity,
building up a good corporate image, and
handling or heading off unfavorable
rumors, stories, and events
Press releases
Sponsorships
Special events
Web pages

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11
 https://technave.com/gadget/Vivo-announced-as-the-official-sponsor-of-the-2018-and-2022-FIFA-World-Cup-
10225.html

https://solvid.co.uk/how-to-write-a-press-release/
 Direct marketing
Direct marketing involves making
direct connections with carefully
targeted individual consumers to both
obtain an immediate response and
cultivate lasting customer
relationships—through the use of
direct mail, telephone, direct-response
television, e-mail, and the Internet to
communicate directly with specific
consumers
Catalog
Telemarketing
Kiosks
05/10/2024 13
 The New Marketing
Communications
Model

1.Consumers are better

informed

2. More communication

3.Less mass marketing

4.Changing communications
technology 14
Figure 1.3 Firm Spending on Social Media
Marketing
15
The Need for Integrated
Marketing Communications

Integrated marketing
communications is the
integration by the company
of its communication
channels to deliver a clear,
consistent, and compelling
message about the
organization and its brands

16
Integrated Marketing Communications Strategy
 Steps in Developing
Effective Marketing
Communication

1. Identifying the Target

Audience
2. Determining the
Communication Objectives
3. Designing a Message
4. Choosing Media
5. Selecting the Message source
6. Collecting Feedback
1. Identifying the Target Audience What will How it will
be said be said
2. Determining the
Communication Objectives
When it will Where it
3. Designing a Message be said will be said
4. Choosing Media
5. Selecting the Message source Who will
say it
6. Collecting Feedback
 What will How it will
be said be said

When it will Where it

be said will be said

Who will
say it
Determining the Communication Objectives

Marketers seek a purchase response that

results from a consumer decision-making
process that includes the stages of buyer
readiness
 The marketing communicator’s target market may be totally unaware of
the product, know only its name, or know only a few things about it.
Thus, the marketer must first build awareness and knowledge.

Awareness Knowledge Liking Preference Conviction Purchase

For example, to introduce consumers to its
innovative new Microsoft Surface tablet,
Microsoft spent an estimated $190 million on
marketing in only the first 10 months.
 Microsoft Surface marketers use a combination
Assuming that target consumers know about a of promotion mix tools to create positive
product, how do they feel about it? feelings and conviction.
Once potential buyers know about Microsoft’s Surface
Initial TV commercials help build anticipation and an
tablet, marketers want to move them through successively
emotional brand connection.
stronger stages of feelings toward the model.
These stages include liking (feeling favorable about Images and videos on the Microsoft Surface’s You-
the Surface), Tube, Facebook, and Pinterest pages engage potential
buyers and demonstrate the product’s use and features.
preference (preferring the Surface to competing
tablets), and Press releases and other PR activities help keep the
buzz going about the product.
conviction (believing that the Surface is the best
tablet for them). A packed microsite (microsoft.com/surface) provides
additional information and buying opportunities.
 Steps in Developing
Effective Marketing
Communication

1. Identifying the Target

Audience
2. Determining the
Communication
Objectives AIDA Model
Get Attention
3. Designing a Message Hold Interest
4. Choosing Media Arouse Desire
5. Selecting the Message Obtain Action
source
6. Collecting Feedback
Steps in Developing
Effective Marketing
Communication

1. Identifying the
Target Audience
2. Determining the There are three types of appeals:
Communication rational,
emotional, and
Objectives A. message content moral
3. Designing a
Message
B. message structure
4. Choosing Media C. and message format
5. Selecting the
Message source
6. Collecting
Feedback
 Steps in Developing Effective Marketing
Communication

Rational appeal Emotional appeal Moral appeal

relates to the is an attempt to stir is directed at the

audience’s self- up positive or audience’s sense of
interest negative emotions to right and proper
motivate a purchase
 Rational appeal

https://thevisualcommunicationguy.com/2017/10/03/rational-appeal-
advertising/
Emotional
appeal
Emotional
appeal

https://
thevisualcommunicationguy.
com/2017/09/28/
personalemotional-appeal-
advertising/
Moral appeal
 Steps in Developing Effective Marketing Communication

Personal communication Non-personal communication is

involves two or more people media that carry messages without
communicating directly with each personal contact or feedback,
other including major media,
atmospheres, and events that affect
• Face to face
the buyer directly
• Phone
• Mail
• E-mail
• Internet chat
 Choosing Media
Steps in Developing Effective Marketing Communication

Personal communication is effective

because it allows personal addressing and
feedback Word-of-mouth influence
The impact of the personal words and
Control of personal communication recommendations of trusted friends,
• Company family, associates, and other consumers
on buying behavior.
• Independent experts, consumer
advocates, bloggers, and others—
making statements to buyers.
• Word of mouth
 Choosing Media

Personal communication

Personal influence carries great More than 50 percent Another study found that 90
weight, especially for products of consumers said friends and family are percent of customers trust
that are expensive, the number one influence on their recommendations
risky, or highly visible. awareness and purchase. from people they know and 70
percent trust consumer opinions
posted online, whereas
trust in ads runs from a high of
about 62 percent to less than 24
percent, depending on the
medium.
 Steps in Developing Effective Marketing Communication

Choosing Media Personal Communication

Opinion leaders are people within

a reference group who, because of
their special skills, knowledge,
personality, or other characteristics,
exerts social influence on others
Buzz marketing involves
cultivating opinion leaders and
getting them to spread information
about a product or service to others
in their communities https://www.marketing91.com/buzz-marketing/

https://realtormarketingandbranding.com/2007/10/09/word-of-mouth-advertising/
 Major Media
Print media Broadcast media Display Online media
Non-personal media
communication is newspapers, television, radio billboards, signs, e-mail and
media that carry magazines, direct
mail
posters company Web sites

messages without
personal contact or
feedback, Atmospheres Events
including major Atmospheres are designed environments Events are staged occurrences that
that create or reinforce the buyer’s communicate messages to target
media, leanings toward buying a product. audiences. For example, public relations
atmospheres, and departments arrange grand openings,
shows and exhibits, public tours, and
events that affect other events
the buyer directly .
 Steps in Developing Effective Marketing Communication
Selecting the Message Source
The message’s impact on the
target audience is affected by
how the audience views the
communicator
• Celebrities
– Athletes
– Entertainers
• Professionals
– Health care providers
Professionals
Celebrities
Celebrities
 Setting the Total
Promotion Budget

Setting the promotion budget is one of the

hardest decisions facing a company. Coca-
Cola spends hundreds of millions of dollars
annually, but is that too little, just right, or too
much?
migstock / Alamy Stock Photo
 Setting the Total Promotion Budget and Mix
Setting the Total Promotion Budget
Four common methods used to set the total budget for advertising :
Affordable Method Percentage-of-Sales Method Competitive-Parity Objective-and-Task
Method Method
Setting the promotion Setting the promotion budget at Setting the promotion Developing the promotion
budget at the level a certain percentage of current budget to match budget
management thinks the or forecasted sales competitors’ outlays. by (1) defining specific
company can or as a percentage of the unit promotion
afford. sales price. objectives, (2) determining
the tasks
needed to achieve these
objectives, and
(3) estimating the costs of
performing
these tasks. The sum of
these costs is
the proposed promotion
budget.
 Advertising. Personal Selling Sales promotion Public Direct
relations marketing
Advertising reaches masses of Personal selling is the Sales promotion Public relations is a Direct
geographically dispersed most effective method at includes coupons, very believable form marketing is a
buyers at a low cost per certain stages of the contests, cents-off of promotion that non-public,
exposure, and it enables the buying process, deals, and premiums includes news stories, immediate,
particularly in building
seller to repeat a message buyers’ preferences, that attract consumer features, customized,
many times convictions, actions, and attention and offer sponsorships, and and interactive
developing customer strong incentives to events promotional
relationships purchase, and can be tool that
used to dramatize includes direct
product offers and to mail, catalogs,
boost sagging sales telemarketing,
and online
marketing
Is impersonal and one-way
communication However, it is most Not as effective at
costly tool building relationships
and brand preference
 Push strategy
Promotion Mix Strategies A promotion strategy that calls
for using the sales force and
trade promotion to push the
product through channels.
The producer promotes the
product to channel members
who in turn promote it
to final consumers.

Pull strategy
A promotion strategy that calls
for spending a lot on consumer
advertising and promotion to
induce final consumers
to buy the product, creating a
demand vacuum that “pulls”
the product through
the channel.
Companies consider
many factors when
designing their
promotion mix
strategies, including Business-to-consumer companies Business-to-business marketers
the type of product and
market.
usually pull more, putting more of tend topush more, putting more of
their funds into advertising, followed by their funds into personal selling, followed
sales promotion, personal selling, and by sales promotion, advertising, and
For example, the then public relations. public relations
importance of different
promotion tools varies
between consumer and
business markets.