LESSON 7-8  Consistency in Messaging Emphasize how

consistent messaging across various platforms

Marketing Mix – Promotion helps reinforce the brand’s identity. Every
Strategy communication—be it an ad, a social media

- The marketing mix consists of the four "P's": post, or a PR event—should reflect the same
values and voice.
Product, Price, Place, and Promotion.

- The Promotion Strategy focuses on how to  Coordination Across Teams Discuss how
inform potential customers about the product or marketing, sales, PR, and digital teams need to
service and persuade them to buy it. It includes work together to ensure that campaigns are
various ways of communicating with your audience cohesive. Without this collaboration, efforts
to raise awareness, generate interest, and drive might be disjointed and confuse the audience.
sales. This can involve advertising, sales
promotions, public relations, and more. The goal is
Examples of Successful IMC Campaigns Look
to make people aware of your product and
encourage them to purchase. into real-life campaigns where brands
successfully used IMC. For instance, Coca-Cola’s
“Share a Coke” campaign effectively used TV ads,
social media, outdoor billboards, and special
Target Audience Discuss how understanding
product packaging.
the audience (demographics, psychographics)
helps shape the promotion strategy. Tailoring
messages based on age, interests, income levels,
Advertising, Sales Promotion, and Public
etc., leads to more effective promotions.
Relations
Promotion Channels Explore the different
channels used for promotion—traditional (TV,  Advertising This is when a company pays to
print, radio) vs. digital (social media, email, promote its product or service to a large
influencers). Each has unique advantages, costs, audience through media like TV, radio,
and audience reach. magazines, or digital platforms. Ads aim to
create awareness and convince people to take
Budget Allocation How companies decide on action, like buying a product.
their promotional budget. Some use the
"percentage of sales" method, others follow
 Sales Promotion These are short-term
"competitive parity" (matching what competitors
spend), or focus on their promotional objectives incentives used to encourage people to buy a
to decide the budget. product immediately. Examples include
discounts, coupons, or "buy one, get one free"
offers. The goal is to create urgency and
boost sales in the short term.
Integrated Marketing Communications (IMC)

Integrated Marketing Communications (IMC) is a  Public Relations (PR) is about managing a

way to ensure that all forms of communication and
company's image and building positive
messages are carefully linked together. IMC
relationships with the public. It often involves
involves using a mix of communication channels
getting media coverage, handling crises, or
(like advertising, social media, email, etc.) to send
supporting community events to create
consistent messages about a product or brand.
goodwill without direct payment (unlike
The idea is to deliver a seamless experience to advertising).
customers, whether they see your product on TV,
social media, or a website. When done correctly,
 Advertising Techniques Discuss the various
it reinforces the brand’s message and makes it
easier for customers to understand and forms of advertising such as traditional (TV,
remember. radio, print) vs. digital (Google ads, Facebook
ads). You can also cover how ads can be
tailored (targeted ads, remarketing) to reach
specific groups.
 Psychological Triggers in Sales Promotions Digital Marketing and Social Media
How do limited-time offers or "flash sales"
exploit consumer psychology (e.g., FOMO—  Digital marketing refers to using the
Fear of Missing Out) to boost sales? Discuss internet and online tools to promote products
common tactics like discounts, free samples, or services. This includes things like search
and bundling. engine optimization (SEO), email marketing,
and content marketing (blog posts, videos). It
 Role of Public Relations in Crisis is effective because it allows businesses to
target specific audiences and measure results
Management Dive into how PR helps
in real-time.
companies manage crises, such as product
recalls or bad press. Effective PR can restore
public trust after a negative incident.  Social media marketing is a part of digital
marketing where companies use platforms like
Facebook, Instagram, Twitter, and TikTok to
 Measurement of Success How do companies
reach and engage with customers. Social
measure the effectiveness of advertising, media marketing allows for direct interaction
promotions, or PR efforts? They may use with users, creating a two-way communication
metrics like ROI (Return on Investment), channel where businesses can build
customer engagement, or earned media (free relationships, share content, and encourage
publicity). word-of-mouth promotion.

 SEO and Content Marketing Talk about the

importance of SEO (Search Engine
Optimization) in making sure content ranks
highly on search engines like Google. Well-
optimized content drives organic (unpaid)
traffic.

 Influencer Marketing Discuss how

businesses use influencers on social media to
To sum up-> promote products. Influencers can have a
strong impact on buying behavior, especially
- Promotion strategies help businesses spread the
among younger generations who trust personal
word about their products.
recommendations over traditional ads.
- IMC makes sure all promotional messages are
consistent across different channels.
 Paid vs. Organic Social Media Explain the
- Advertising, sales promotions, and PR are difference between organic social media (non-
common ways to promote a product. paid posts) and paid social media (ads).
Organic posts build long-term engagement,
- Digital marketing and social media have become
while paid ads can drive quick results.
essential for reaching modern, tech-savvy
customers.
 Data Analytics in Digital Marketing
Companies track and analyze user behavior on
websites and social media platforms to
understand what’s working. Tools like Google
Analytics provide insights that help improve
future campaigns.
 DIGITAL MARKETING DIGITAL MARKETING TOOLS AND
PLATFORMS
Digital marketing is using the internet and
Digital marketers use different tools and
digital platforms to promote products or
platforms to reach and engage with customers.
services. It’s different from traditional
Some examples are:
marketing (like TV, radio, or print ads) because it
allows businesses to target specific audiences,
track results instantly, and engage with users in Social Media Platforms Facebook, Instagram,
real time. It covers things like: LinkedIn, Twitter, TikTok, and others allow
 Social media marketing (using platforms companies to interact with customers, promote
products, and run paid ads.
like Instagram, Facebook, TikTok)
 Email marketing (sending promotional
messages to potential or current customers) Email Marketing Tools Platforms like

 Online ads (like Google ads or Facebook ads) Mailchimp, HubSpot, and ConvertKit help
businesses send marketing emails, newsletters,
 Content marketing (creating valuable
and promotions to their subscriber lists.
content like blogs or videos to attract
customers)
Analytics Tools Google Analytics is one
example. It helps businesses track website
ONLINE CONSUMER BEHAVIOR traffic, user behavior, and sales. It tells you
where visitors are coming from and what content
This refers to the habits and actions of they are engaging with the most.
consumers when they use the internet to search
for, learn about, or buy products. Understanding
SEO and SEM Tools Tools like Google Ads,
online consumer behavior helps businesses know
how to best market their products. Here are a Moz, or Ahrefs help companies improve their
few key factors:

Search behavior People often start by

searching for products or services on Google or
other search engines. Businesses need to know
what keywords potential customers are using.

Social proof Many consumers look for reviews

or testimonials before making a purchase. A good
reputation online (positive reviews, social media
mentions) plays a huge role.

Convenience Online shoppers prefer an easy

and fast shopping experience. They’re more likely
to leave a website if it’s hard to navigate or slow
to load.

Personalization Consumers expect

personalized recommendations. For example, if
you’re shopping on an e-commerce website, it
might show you products based on your previous
searches or purchases.