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Promotion

The document discusses various aspects of promotion including its objectives, the promotion mix, factors affecting the mix, and different promotional tools. Specifically, it outlines the goal of promotion as communication to influence consumers to purchase products. The promotion mix combines various tools like advertising, sales promotion, personal selling, and public relations. Key factors in determining the appropriate mix include the product, pricing, distribution, target market, and competition. Different promotional methods are then described in further detail.

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Ganya Saluja
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© Attribution Non-Commercial (BY-NC)
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37 views

Promotion

The document discusses various aspects of promotion including its objectives, the promotion mix, factors affecting the mix, and different promotional tools. Specifically, it outlines the goal of promotion as communication to influence consumers to purchase products. The promotion mix combines various tools like advertising, sales promotion, personal selling, and public relations. Key factors in determining the appropriate mix include the product, pricing, distribution, target market, and competition. Different promotional methods are then described in further detail.

Uploaded by

Ganya Saluja
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Promotion

It is a process of communication involving information, persuasion and influence. It is communication from sellers to buyers in the market which tries to instill into consumers minds images that makes them buy the product.

Objectives
To provide information To stimulate demand To differentiate the product To highlight the utility of product To counter competition To build image

Promotion Mix
The combination of different kinds of promotional tools used by a firm to advertise and sell its products.

Elements of promotion mix


Advertising- Impersonal form of promotion, paid, with the clear identification of the sponsors. Sales promotion- Contests, premium packs, gifts, off season discounts, exchange offer Personal selling- personal direct presentation Direct marketing- non personal contact to solicit trial or purchase Public relation or publicity- to contribute a generally favorable attitude towards the organization, not paid for

Factors affecting promotion Mix


Product Pricing Policies Distribution Target Market Characterstics Level of competition Geographic Coverage Buyers Readiness Promotion al Budget Promotional Strategy

Nature of product Product Image Stage of PLC Packaging Degree of customization

Low Medium High

Intensive Selective Exclusive

ADVERTISING
Advertising is a message paid for by an identified sponsor and usually delivered through some medium of mass communication. Advertising is persuasive communication. Advertisings primary role is concerned with building brand awareness and brand preference.

Features of Advertising
Paid Non personal Purpose is to promote idea Identified sponsor

Objectives/Functions of advertising
To introduce a new product To support personal selling To reach people inaccessible to salesman To enter new market To fight competition Enhance goodwill Support to press

Benefits
To manufacturer
To introduce a new product To support personal selling To reach people inaccessible to salesman To enter new market To fight competition Enhance goodwill

To customers
To know about companys existence To educate people about new offerings

To society
Provide employment Promote standard of living Sustain press and other media Press or print Newspaper, Magazine Outdoor- Poster displays, Bill boards, electrical displays, vehicular displays Film advertising Radio advertising Television Window display

Media of Advertising

Choice of advertising media


Nature of product, nature of market Objective Circulation of media Financial constraints Life of advertisement competitors Advertisement copy Written or spoken material in advertisement Copy is the core of advertisement Elements: Heading Theme Picture Argument Closing

Requisites of good advertisement Attention value Retention value Suggestion value Education value Conviction value Motivation value Advertisement campaign
Define advertisement goals Measure advertising effectiveness

Determine budget

Run campaign

Prepare advertisement copy

Select media and schedule

Evaluating advertisement effectiveness Pre test Readability studies Eye movement analysis Post tests Recall test Concurrent test Response test Attitude change test Types of Sales promotion Consumer Sales promotion Distribution of samples Discount Coupons discount Gift offer Quantity deal Quiz contest Fairs and exhibitions Exchange offer Trade promotion( Dealers) Dealer premium

Advertising material Store demonstration Dealer contests Special discounts Novelties WHAT IS PERSONAL SELLING? Personal selling is defined as selling that involves a face-to-face interaction with customers. Requisites of a good salesman Personal Qualities- Physical, Mental , Social Training and motivation Wide knowledge Self Employer Product Competitors product Customers Publicity Publicity is not paid for by the organization It comes from news reporters, columnist and journalists This is not controlled by the firm

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