Promotion

Promotion
Used to communicate both factual information and persuasive messages to prospective buyers.

Designed to increase visibility or sales of a product.

Elements of Promotion:
Advertising Personal Selling Sales Promotion Public Relations Direct Marketing Promotion Mix Strategies

Advertising
used to encourage or persuade an audience (market) to continue or take some new action. Most familiar forms are broadcasting and print media

Advertising
Types of Advertising:
1. Acc. to target audience 2. Acc. to what is being advertised

3. Acc. to the objective sought

Advertising

Types of Advertising:
1. Acc. to target audience a) Consumer Advertising - directed and intended for domestic
markets (e.g. individuals and families). - to introduce / re-introduce, products (household appliances, home electronic devices, clothes and others found in the household ) and services to families and private individuals for daily use.

Advertising

Types of Advertising:
1. Acc. to target audience b) Business-to-Business Advertising
- directed toward other businesses - may involve the promotion of products such as copier machines, or services such as human resources consulting or logistics, that are primarily designed for businesses.

Advertising

Types of Advertising:
2. Acc. to target audience a) Product Advertising
- tries to sell a particular product. (e.g. Direct-action and Indirect-action)

b) Institutional Advertising - tries to develop goodwill for a company

rather than to sell a specific product. (e.g. Customer service and Public service)

Advertising

Types of Advertising:
3. Acc. to target audience a) Primary-demand Advertising
- stimulate demand for generic category (such as vitamins, milk, etc.)

b) Selective-demand Advertising - stimulate demand for individual brands

(such as Centrum Multi-Vitamins, Bear Brand Milk, etc.)

Personal Selling
Delivery of a specially designed message to a prospect by a seller, in a form of face-toface communication, personal correspondence, or personal telephone conversation

Personal Selling

Example can be found in department stores on the perfume and cosmetic counters. A customer can get advice on how to apply the product and can try different products. Products with relatively high prices, or with complex features, are often sold using personal selling. Great examples include cars, office equipment (e.g. photocopiers) and many products that are sold by businesses to other industrial customers.

Sales Promotion
Media and non-media marketing pressure Applied for a predetermined, limited period of time in order to stimulate trial, and increase demand, or improve product availability

Sales Promotion

Includes consumer tools such as samples, coupons, cash refund offers, prices off and free goods.
A key ingredient in marketing campaigns

Sales Promotion

Objectives:
To consumers: - obtain trial product - introduce a new or improved product - encourage repeat or greater usage by current users - bring ,ore consumers into retail store - increase the total number of users of an established product

Sales Promotion

Objectives:
To resellers: - increase resellers - obtain displays and support products - improve product distribution - obtain more and better self space

Sales Promotion

Objectives:
To sales persons: - motivate the sales force - educate the sales force about product improvement - stabilize fluctuating sales pattern

Sales Promotion

Trade Promotions (geared toward Wholesalers and Retailers):

1. Trade Shows 2. Contests (or games) 3. Display equipment and point-ofpurchase materials 4. Cooperative Advertising and Promotion 5. Allowances

Sales Promotion

Consumer Promotions (aimed at ultimate consumers):

1. 2. 3. 4. Product Sampling Coupons Rebates Contests and Sweepstakes

Sales Promotion

Consumer Promotions (aimed at ultimate consumers): cont.

5. 6. 7. 8. 9. Premiums Multiple-purchase offers Point-of-purchase materials Product Placements Sales promotion tie-ins

Public Relations
The use of the news or business press to carry positive stories about your company or your products Cultivating good relationship with local press representatives

Public Relations

Publicity:
Is a special form of public relations that involves news stories about an organization or its products or services. Publicity is not paid Publicity in the form of news releases, press conferences, and photographs.

Public Relations

Other Forms of Publicity:

Appearances - Such as in talk shows promoting their books, recordings, concerts, and movies. Event Sponsorship - sponsoring events and activities in charitable institutions

Direct Marketing
method by which advertisers approach potential customers directly with products or services. forms of direct marketing are telephone sales, solicited or unsolicited emails, catalogs, leaflets, brochures and coupons.

Direct Marketing

Types of Direct Marketing:

Telemarketing - involves calling people at home or work to ask for donations, an opinion, or for sales purposes. Email Direct Marketing - targets consumers through their Email accounts. Direct Mail Marketing - advertising material sent directly to home and business addresses.

Promotion Mix Strategies

final aspect of strategic planning used to determine how to reach chosen target markets with key messages.

Promotional strategies
Push Pull

Understand that you need to sell you and your ideas in order to advance your career, gain more respect, and increase your success, influence and income. - Jay Abraham

Thank You!