2. Promotion-mix
A promotion mix is a company’s total marketing communications and it
consists of a specific blend of:
• Advertising - Any paid form of non-personal presentation and promotion of
products in the media by an identified.
• Sales Promotions - Providing incentives to target customers or to the
distribution channel to stimulate demand for a product.
• Public Relations (including publicity) – PR refers to planned and sustained
efforts by organizations to create a positive image about the company.
It includes publicity.
• Personal Selling - Face to face interaction with prospective customers for
the purpose of making presentations, answering questions and winning
orders.
• Direct marketing - It is an interactive, database driven marketing
communication process that uses a range of media to motivate a response
from target customers.
4. What is Advertising?
• Advertising is Any form of non-personal presentation and
promotion of ideas, goods, or services by an identified sponsor.
• Most forceful and visible form of promotion.
• Advertising is used by:
– Business firms,
– Nonprofit organizations,
– Professionals,
– Governments.
5. Informative Advertising
Build Primary Demand
Persuasive Advertising
Build Selective Demand
Comparison Advertising
Compares One Brand to
Another
Classification on the basis of Advertising Objectives
Reminder Advertising
Keeps Consumers Thinking
About a Product.
Classification of advertising
6. Classification of advertising
Classification on the basis of media used
• Mass media advertising – TV, Radio, Newspapers etc.
• Outdoor (OOH-Out of Home) advertising - Hoardings, posters,
banners.
• Transit advertising – Bus, Trains etc.
• Interactive advertising – Internet
• Direct advertising – telephone, e mail
• POP advertising
• Cinema advertising
7. Major Decisions in Advertising
Objectives Setting
Budget Decisions
Message Decisions
Campaign Evaluation
Media Decisions
8. Advertising Objectives
• Objective can be set on the basis of Specific Communication Task
Purchase
Conviction
Preference
Liking
Interest
Knowledge
Awareness
. Objective can be set on the basis of Sales/Profit to be achieved.
9. Setting the Advertising Budget
Stage in the Product
Life Cycle
Competition and Clutter
Clutter means noise
Market Share- More budget
if market share is high
Advertising Frequency
High, if repetitions required
Product Differentiation
More budget if there is not
Significant brand difference
Factors in
Setting the
Advertising
Budget
Factors affecting Advertising Budget Methods
10. Selecting Advertising Media
Step 1. Decide on Reach, Frequency,
and Impact
Step 2. Choosing Among Major Media Types
Media Habits of Target Consumers
Nature of the Product
Type of Message
Cost
Step 3. Selecting Specific Media Vehicles
Specific Media Within a Given Type, i.e. Magazines.
Step 4. Deciding on Media Timing
Scheduling of Advertising Over the Course of a Year
11. Decision on adv. Message involves deciding on
Deciding Advertising Messages
Deciding on
Message appeal
Functional appeal
Emotional appeal
Deciding on
Massage structure
Message sidedness
Order of presentation
Deciding on Message
execution style
Slice of life
Humour
Lifestyle
Fantasy
Scientific evidence
Testimonial evidence
13. SALES PROMOTION
Sales promotion refers to short term incentives to customers to
encourage trial & usage and/or sales of a product .
Sales promotions can be directed at either the customer, sales staff,
or distribution channel members (such as retailers).
• Sales promotions targeted at the consumer are called consumer
sales promotions.
• Sales promotions targeted at retailers and wholesalers are called
trade sales promotions.
