principles of marketing session -39, 40 promotion mix
TRANSCRIPT
![Page 1: Principles of Marketing Session -39, 40 Promotion Mix](https://reader035.vdocuments.mx/reader035/viewer/2022070403/56649f335503460f94c4fd8f/html5/thumbnails/1.jpg)
Principles of Marketing
Session -39, 40
Promotion Mix
![Page 2: Principles of Marketing Session -39, 40 Promotion Mix](https://reader035.vdocuments.mx/reader035/viewer/2022070403/56649f335503460f94c4fd8f/html5/thumbnails/2.jpg)
Promotion Mix
Promotion Mix consists of the following elements
1. Advertising
2. Sales promotion
3. Personal selling
4. Public relations
5. Direct Marketing
![Page 3: Principles of Marketing Session -39, 40 Promotion Mix](https://reader035.vdocuments.mx/reader035/viewer/2022070403/56649f335503460f94c4fd8f/html5/thumbnails/3.jpg)
Promotion Mix
•Advertising is "any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor."
•Specific media tools include print (magazines, newspapers, direct mail), broadcast (television, radio), and display (billboards, signs, posters).
![Page 4: Principles of Marketing Session -39, 40 Promotion Mix](https://reader035.vdocuments.mx/reader035/viewer/2022070403/56649f335503460f94c4fd8f/html5/thumbnails/4.jpg)
Promotional objectives
To support sales increases To encourage trial To create awareness To inform about a feature or benefit To remind To reassure To create an image To modify attitudes
![Page 5: Principles of Marketing Session -39, 40 Promotion Mix](https://reader035.vdocuments.mx/reader035/viewer/2022070403/56649f335503460f94c4fd8f/html5/thumbnails/5.jpg)
The Promotional Message
Grab ATTENTION
Excite INTEREST
Create DESIRE
Prompt ACTION
AIDA
![Page 6: Principles of Marketing Session -39, 40 Promotion Mix](https://reader035.vdocuments.mx/reader035/viewer/2022070403/56649f335503460f94c4fd8f/html5/thumbnails/6.jpg)
Media
TV
Radio
Cinema
Outdoors
Internet
![Page 7: Principles of Marketing Session -39, 40 Promotion Mix](https://reader035.vdocuments.mx/reader035/viewer/2022070403/56649f335503460f94c4fd8f/html5/thumbnails/7.jpg)
Characteristics of Press media
Offers a high degree of market coverage with large circulation
Targeting specific segments is possible
Cost-effective compared to television
Lead time is short
![Page 8: Principles of Marketing Session -39, 40 Promotion Mix](https://reader035.vdocuments.mx/reader035/viewer/2022070403/56649f335503460f94c4fd8f/html5/thumbnails/8.jpg)
Characteristics of Television media
Creates high impact with colour sound and movement
Easy to target specific segment
It covers large audience
![Page 9: Principles of Marketing Session -39, 40 Promotion Mix](https://reader035.vdocuments.mx/reader035/viewer/2022070403/56649f335503460f94c4fd8f/html5/thumbnails/9.jpg)
Characteristics of Radio media
Cost-effective compared to TV and press
Can target specific segments easily
Relatively mobile
![Page 10: Principles of Marketing Session -39, 40 Promotion Mix](https://reader035.vdocuments.mx/reader035/viewer/2022070403/56649f335503460f94c4fd8f/html5/thumbnails/10.jpg)
Characteristics of cinema media
High impact with visual, sound and movements
Targeting youth population is easier
Regional reach is possible
![Page 11: Principles of Marketing Session -39, 40 Promotion Mix](https://reader035.vdocuments.mx/reader035/viewer/2022070403/56649f335503460f94c4fd8f/html5/thumbnails/11.jpg)
Characteristics of posters/outdoor media
Ads can be repeatedly seen
24/7 coverage
May encourage impulse buying if close to shops
Maximum local reach is possible
![Page 12: Principles of Marketing Session -39, 40 Promotion Mix](https://reader035.vdocuments.mx/reader035/viewer/2022070403/56649f335503460f94c4fd8f/html5/thumbnails/12.jpg)
Message
Message: Message is the thought, idea, attitude, image or other information that the advertisers wishes to convey to the targeted audience
Types of appeal for message:Rational
Emotional
Fear Appeal
Humour appeal
Music appeal
Sex Appeal
![Page 13: Principles of Marketing Session -39, 40 Promotion Mix](https://reader035.vdocuments.mx/reader035/viewer/2022070403/56649f335503460f94c4fd8f/html5/thumbnails/13.jpg)
Advertising
Marketing mix
product Price Place Promotion
![Page 14: Principles of Marketing Session -39, 40 Promotion Mix](https://reader035.vdocuments.mx/reader035/viewer/2022070403/56649f335503460f94c4fd8f/html5/thumbnails/14.jpg)
Advertising
Role of Advertising in Marketing mix
Important component Advertising helps to increase the volume of sales Advertising helps communicating sales promotion Advertising department help in formation of product
image Advertising helps in the price reduction of the product
![Page 15: Principles of Marketing Session -39, 40 Promotion Mix](https://reader035.vdocuments.mx/reader035/viewer/2022070403/56649f335503460f94c4fd8f/html5/thumbnails/15.jpg)
Role of Advertising in Promotion Mix
Helps in effective personal selling
Enhanced publicity
Helps in the success of sales promotion
Better reach of sponsorship to the target publice
![Page 16: Principles of Marketing Session -39, 40 Promotion Mix](https://reader035.vdocuments.mx/reader035/viewer/2022070403/56649f335503460f94c4fd8f/html5/thumbnails/16.jpg)
Advertising
Functions of Advertising
Primary FunctionSecondaryFunctions
Increasingsales Persuading
Dealers To stock
AssistInLiquidatingstock
ResponseForNew products
Creation of Demand
EliminateSeasonalFluctuations
IncreaseStd of living
![Page 17: Principles of Marketing Session -39, 40 Promotion Mix](https://reader035.vdocuments.mx/reader035/viewer/2022070403/56649f335503460f94c4fd8f/html5/thumbnails/17.jpg)
Advertising
Secondary Functions
EncouragementTo salesmen
Helps in makingCorrect claims
ImpressProduct quality
Creating aSenseOf security
EmploymentOfEfficientemployees
![Page 18: Principles of Marketing Session -39, 40 Promotion Mix](https://reader035.vdocuments.mx/reader035/viewer/2022070403/56649f335503460f94c4fd8f/html5/thumbnails/18.jpg)
Models of function of advertisement
Unawareness
Awareness
knowledge
LikingPreference
conviction
Purchase
Hierarchy of Effects model developed by Lavidge and Steiner
![Page 19: Principles of Marketing Session -39, 40 Promotion Mix](https://reader035.vdocuments.mx/reader035/viewer/2022070403/56649f335503460f94c4fd8f/html5/thumbnails/19.jpg)
Promotion Mix
Sales Promotion:
Sales promotion is the use of "short-term incentives to encourage the purchase or sale of a product or service."
The key term is "short-term," as most sales promotions have a finite time frame when the terms of the offer are in force.
Sales promotions aimed at the consumer are often communicated at the point-of-sale (e.g. via in-store displays or on-package mentions),
convey a "Buy me NOW!" message.
![Page 20: Principles of Marketing Session -39, 40 Promotion Mix](https://reader035.vdocuments.mx/reader035/viewer/2022070403/56649f335503460f94c4fd8f/html5/thumbnails/20.jpg)
Promotion Mix
Sales promotion tools include premiums, discounts, coupons, cash rebates and demonstrations.
Although this is also a non-personal form of communication, many sales promotion themes are intended to spark personal interest in the product or service being promoted.
![Page 21: Principles of Marketing Session -39, 40 Promotion Mix](https://reader035.vdocuments.mx/reader035/viewer/2022070403/56649f335503460f94c4fd8f/html5/thumbnails/21.jpg)
Promotion Mix
Personal Selling:• "Two-way communication for the purpose of making sales and
building customer relationships."
• This form of communication is "personal." It provides a forum for immediate exchange of needs, goals, ideas, and feedback.
• A good salesperson listens to the customer and reacts to the information being conveyed.
![Page 22: Principles of Marketing Session -39, 40 Promotion Mix](https://reader035.vdocuments.mx/reader035/viewer/2022070403/56649f335503460f94c4fd8f/html5/thumbnails/22.jpg)
Promotion Mix
Personal selling tools include sales presentations, trade shows, and incentive programs.
Product-related information can be tailored to the individual (or group), and presented in a way that is meaningful and pertinent to the situation
![Page 23: Principles of Marketing Session -39, 40 Promotion Mix](https://reader035.vdocuments.mx/reader035/viewer/2022070403/56649f335503460f94c4fd8f/html5/thumbnails/23.jpg)
Promotion Mix
Public Relations:• Public relations is intended to build good relations with the
company's various publics by obtaining favorable publicity, building up a good "corporate image," and handling or heading off unfavorable rumors, stories, and events
• Public relations offers several unique qualities. It is very believable -- news stories, features, and events seem more real to readers than ads do.
![Page 24: Principles of Marketing Session -39, 40 Promotion Mix](https://reader035.vdocuments.mx/reader035/viewer/2022070403/56649f335503460f94c4fd8f/html5/thumbnails/24.jpg)
Promotion Mix
• Public relations can also reach many prospects who avoid salespeople and advertisements; the message gets to the buyer as "news" rather than as a sales-directed communication
• Like advertising, public relations can dramatize a company or product