Bachelor of Business Management Degree

Department of Management
Faculty of Management

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SAEGIS CAMPUS
Promotion Mix

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Designing the
Communicati
on Program

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Identify Determine
2. Determine Communication
1. Identify Target Audience Objectives
• Increase product awareness
• includes potential buyers of the • Increase product knowledge
company’s products, current users, • Stimulate interest
deciders, or influencers; individuals, • Differentiate the product
groups, particular publics, or the general • Develop repeat purchase behavior
public. • Establish market share/Fight
competition

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Step 3: Designing the Message

• Rational Appeal :
Rational appeals engage self-interest by claiming the product will produce
certain benefits such as value or performance.
E.g. Quality, Economy, Value, Performance, etc.

• Emotional Appeal :
Emotional appeals attempt to stir up negative or positive emotions that will
motivate purchase.
Ex: fear, guilt, and shame to get people to do things (brush their teeth) or stop
doing things (smoking). positive emotional appeals such as humor, love,
pride, and joy
 Moral appeals:
Moral appeals are directed to the audience’s sense of what is right and proper.
Ex:social causes such as a cleaner environment, equal rights for women 5
 Selecting the
Message Source

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 •There are two broad types of communication channels;

 Personal Communication Channels

Channels through which two or more people
Step 4: Decide communicate directly with each other, including face-to-
on Media Mix face, on the phone, or internet chat.

 Non – personal Communication Channels

Media that carry messages without personal contact or
feedback, including print
media, broadcast media, display media
(Posters/billboards)

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• Step 5: Setting the Promotional
Budget

• Step 6: Measure Result

Members of the target audience are asked
whether they recognize or recall the
message, how many times they saw it, what
points they recall, how they felt about the
message, and their previous and current
attitudes toward the product and company

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 Question
• Sunkick Shampoo
• Sunsilk is Unilever’s leading hair care brand, primarily aimed at women and ranks as one of
the “billion-dollar brands" in the world. At present Sunsilk shampoos, conditioners and
other hair care products are sold in 69 countries worldwide. Sunsilk was first introduced to
the Sri Lankan market in the year 1973. Ever since it is the number one hair cares solution
for Sri Lankan women between the age categories of 18 to 35. As a part of its market
development strategy Unilever Sri Lanka is planning to introduce a new shampoo brand for
the young males in Sri Lanka. This will be launched to the market as soon after the Sinhala
New Year.
• If you are the brand manager of this new shampoo brand how would you create initial
awareness and trial? Discuss in brief four (04) promotional activities you would engage in.

• Are you going to use a celebrity to promote this new shampoo? Name the person you
would select. Why?

• Design the poster advertisement to be distributed among the shops to create the
awareness and interest for the new shampoo.

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 Marketing This is the process of information to
the consumers about marketing mix
Communication either through personal
channels(personal selling or Direct
marketing) or through non personal
channels(Advertising, Sales
Promotion and Publics Relations)

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 Personal channels Vs. Non personal
channels

Personal Communication Non Personal

Channels Communication Channels
Media that carry
– Channels through
messages without
which two or more
personal contact or
people communicate
directly with each other, feedback, including
including face-to-face, print media, broadcast
on the phone, or internet media, display media
chat. (Posters/billboards)
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 The Marketing Communications
Mix
Advertising Any
AnyPaid
PaidForm
FormofofNonpersonal
Nonpersonal
Advertising Presentation
Presentation by anIdentified
by an Identified
Sponsor.
Sponsor.

Personal
PersonalSelling
Selling Personal Presentations by
a Firm’s Sales Force.

Sales Promotion Short-term Incentives to

Encourage Sales.

Building Good Relations with

Public Relations Various Publics by Obtaining
Favorable Unpaid Publicity.

Direct Communications With

Direct Marketing Individuals to Obtain an 12
Immediate Response. 12
 Advertising?
• https://www.youtube.com/watch?v=li1rYPY0lP0

• https://www.youtube.com/watch?v=EiaNMLEkrgI

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 • Personal presentation by the
firm’s sales force for the
Personal Selling purpose of making sales and
building customer
relationships.

• Personal interaction between

salesperson and individual
customers.

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 Public Relations

Major Public Relations Tools

Web
WebSite
Site
Written News
News
Written
Materials
Materials

Speeches
Speeches
Audiovisual
Audiovisual
Materials
Materials

Special
Special
Events
Events
Corporate
Corporate
Identity
Identity Social
Materials Social
Socialnetworking
networking
networking
Materials
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 • Short-term incentives to
encourage the purchase or
sale of a product or service.
Sales Promotion
• Advertising offers reasons
to buy a product or
service, sales promotions
offers reasons to buy now

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Sales Promotion

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 Direct
Marketing
• Direct Marketing consists
of connecting directly with
carefully targeted
individual consumers to
both an immediate response
and cultivate lasting
customer relationships.

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 DIRECT-MAIL CATALOG
Forms of MARKETING MARKETING

Direct
Marketing

TELEPHONE
MARKETING
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 Product Life Cycle Stage

Introduction Stage:
Growth Stage :
Advertising & Sales
Advertising & PR
Promotion

Maturity Stage : Sales Declining Stage : Low

Promotion or no promotion

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