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Promotions
Prof. Jayashree Vispute
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04/10/2023 Prof Jayashree Vispute 2
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Session Objectives
• Definition of all the elements of the Promotion Mix
• Understanding in brief the elements of the Promotion Mix
• Innovative use of Media for Promotion – Example of BMW Films
• Evaluation • If time permits a “toofani” ad : )
04/10/2023 Prof Jayashree Vispute 3
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04/10/2023 4Prof Jayashree Vispute
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What is promotion?
• Any form of communication a business or organization uses to inform, persuade, or remind people about its products.
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Promotional Mix
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Promotional Mix
Key elements:• Advertising• Sales Promotion• Public Relations• Personal Selling
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The Promotional Mix is a combination of the different types of promotion.
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Two types of promotion
• Product Promotion– Type of promotion that a business uses to
convince potential customers to buy products from them and not their competitors.
• Institutional Promotion– Type of promotion that a business uses to create a
favorable image for itself.
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• Promotion: function of informing, persuading, and influencing the consumer’s purchase decision
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Basic types of promotion….
• Personal selling• Advertising• Sales promotion• Public relations• Direct Marketing• Events & Experiences
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Objectives of Promotion• Provide Information– Inform the market about the availability of a
particular good or service• Increase Demand– Some promotions are aimed at increasing
primary demand, the desire for a general product category
– More promotions are aimed at increasing selective demand, the desire for a specific brand
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Advertising….
• Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Advertise
here!
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• All marketing activities, other than personal selling, advertising, and public relations is called….
Sales Promotion
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• Sales Promotion– Marketing activities that stimulates
consumer purchasing (includes: displays, trade shows, coupons, premiums, contests, product demonstrations, and various nonrecurrent selling efforts)
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Public Relations
• Any activity designed to create a favorable image toward a business, its products or its policies.
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• A specific kind of public relations that involves placing positive and newsworthy information about a business, its products, or its policies in the media is called…..
Publicity
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Publicity
Stimulation of demand for good, service, place, idea, person, or organization by unpaid placement of commercially significant news or favorable media presentations
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Publicity
• Advantage…– It is free!
• Disadvantage…..– Its contents
cannot be controlled by the business
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Events and Experiences
• Company-sponsored activities and programs designed to create daily or special brand-related interactions.
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• NEXT BOM LECTURE IS GOING TO BE VERY EXCITING……..
DON’T MISS!!!
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Push Policy
• Promotion policy used only with the next partner in the distribution channel.
Manufacturers PUSH
a product to the retailers for sale….
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Pull Policy
• Promotion policy designed to create consumer interest
When a product is consumer driven
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Push or Pull Strategy
• a push strategy directs communication efforts at channel members; a pull strategy directs promotion at the end consumer
• many products, such as business products, are promoted with a push strategy, involving personal selling and use of trade promotions
• most consumer products would rely more heavily on a pull strategy where promotion is directed at the consumer to stimulate demand
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Evaluation
• ______________ is a paid form of non-personal presentation of goods or services by an identified sponsor.
a. Sales Promotionb. Publicityc. Public Relationsd. Advertising
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Evaluation
• Which of the following is not a type of non-personal communication?
a. Newspaperb. Magazinesc. Journalsd. E-Mail
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Evaluation
• The promotion mix comprises of four elements. Which of the following is not one of them.
a. Marketing Researchb. Publicityc. Public Relationsd. Advertising
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Evaluation
• Which of the following involves giving short-term incentives/offers to encourage customer to purchase a product or service?
a. Sales Promotionb. Personal Sellingc. Public Relationsd. Advertising
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Evaluation
• Sales promotion can be directed either at end consumers (consumer sales promotion) or at distribution channels (trade sales promotion). Trade sales promotion are a type of:
a. Selling into the tradeb. Push-pull strategyc. Push strategyd. Pull strategy
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• 3 definitions• Types• Advantages• Disadvantages
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• AD ..\..\..\..\..\JUNE 2012 - DECEMBER 2012\BOM Sem I 12_13\Tutorial\Pepsi ICC World T20 Film - Ranbir, Dhoni, Virat & Raina.flv
• AD1..\..\..\..\..\JUNE 2012 - DECEMBER 2012\BOM Sem I 12_13\Tutorial\Ranbeer Kapoor's new Pepsi ad for T20 World Cup 2012.flv04/10/2023 Prof Jayashree Vispute 31