PROMOTION

By: Lyn Monica Y. Giduquio

PROMOTION

one of the key elements of the marketing

mix, and deals with any one or two-way
communication that takes place with the
consumer
method you use to spread the word about
your product or service to customers,
stakeholders and the broader public

Developing a promotional strategy:

Deciding on a marketing communications strategy is one of the
primary roles of the marketing manager and this process involves
some key decisions that answers 3 questions: who, how and what .
These questions can be answered using a four stage process, which
is equally relevant for all elements of the marketing mix:

Segmentation

Dividing the marketing into distinct groups

Targeting

Deciding which of these groups to communicate with, and how to

talk to them

Positioning

How the product or brand should be perceived by the target groups

Messaging

Delivering a specific message in order to influence the target

groups

TARGETING
For the purposes of advertising, targeting is
the process of communicating with the right
segment(s) and ensuring the best possible
response rate.
The methods you use to target your audience
must relate to your marketing plan objectives.

Advertising is just one element of the

marketing communication arsenal, which can
be divided into the following areas:
1. Advertising
2. Sales Promotion
3. Public Relations
4. Personal Selling
5. Direct Marketing
6. Digital or Online Marketing

PUBLIC RELATIONS
The Public Relations Institute of Australia (PRIA) defines
Public Relations (PR) as: The deliberate, planned and
sustained effort to establish and maintain mutual
understanding between an organization (or individual) and its
(or their) publics.
Key Steps In Implementing Public Relations
Implementing effective public relations activities requires
careful planning. The three major steps are outlined below:

Setting the objectives

Deciding on the message and the vehicle

Evaluating the results

Typical PR tools include:

News creation and distribution (media
releases)
Special events such as news conferences,
grand openings and product launches
Speeches and presentations
Educational programs
Annual reports, brochures, newsletters,
magazines and AV presentations
Community activities and sponsorships

PERSONAL SELLING
Put simply, selling is the exchange of goods or services for an agreed sum of money.
Depending on the circumstances, a sales transaction can include one, some or all of the
following stages.

Prospecting and qualifying

Pre-approach

Approach

Presentation and demonstration

Handling objections

Closing

Follow-up

In planning the selling element of your marketing strategy you will need to consider the
following:

The size and structure of your sales team

Recruiting, training, motivating and evaluating individuals and the team as a whole

The remuneration structure

The location/territory to be serviced

Management and communication systems