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    Unit 5

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    Pallavi Sharma
    The promotion mix refers to the specific combination of advertising, personal selling, sales promotion, and public relations used by a company to achieve its marketing objectives. Developing an effective promotion mix involves identifying the target audience, determining communication objectives, designing appropriate messages, choosing suitable media, selecting credible message sources, and collecting feedback. Factors such as the product, buyer readiness stage, and product life cycle stage must be considered when setting the optimal promotion mix.

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    Unit 5

    Uploaded by

    Pallavi Sharma
    55 views25 pages
    The promotion mix refers to the specific combination of advertising, personal selling, sales promotion, and public relations used by a company to achieve its marketing objectives. Developing an effective promotion mix involves identifying the target audience, determining communication objectives, designing appropriate messages, choosing suitable media, selecting credible message sources, and collecting feedback. Factors such as the product, buyer readiness stage, and product life cycle stage must be considered when setting the optimal promotion mix.

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    The promotion mix refers to the specific combination of advertising, personal selling, sales promotion, and public relations used by a company to achieve its marketing objectives. Developing an effective promotion mix involves identifying the target audience, determining communication objectives, designing appropriate messages, choosing suitable media, selecting credible message sources, and collecting feedback. Factors such as the product, buyer readiness stage, and product life cycle stage must be considered when setting the optimal promotion mix.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    55 views25 pages

    Unit 5

    Uploaded by

    Pallavi Sharma
    The promotion mix refers to the specific combination of advertising, personal selling, sales promotion, and public relations used by a company to achieve its marketing objectives. Developing an effective promotion mix involves identifying the target audience, determining communication objectives, designing appropriate messages, choosing suitable media, selecting credible message sources, and collecting feedback. Factors such as the product, buyer readiness stage, and product life cycle stage must be considered when setting the optimal promotion mix.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 25

    Promotion Mix

    Promotion Mix

    The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives.

    Developing Effective Communication

    Step 1: Identifying the Target Audience

    Affects decisions related to what, how, when, and where message will be said, as well as who will say it

    Step 2: Determining Communication Objectives

    Six buyer readiness stages

    15 - 3

    Developing Effective Communication

    Step 3: Designing a Message


    AIDA framework guides message design Message content contains appeals or themes designed to

    produce desired results


    Rational appeals (Bajaj gives maximum mileage) Emotional appeals

    Love, pride, joy, humor, fear, guilt, shame

    Moral appeals (Child relief and You - CRY)

    15 - 4

    Developing Effective Communication

    Step 3: Designing a Message

    Message Structure: Key decisions are required with respect to three message structure issues:

    Whether or not to draw a conclusion - leave question to buyer One-sided vs. two-sided argument - give both sides of the coin , let the buyer decide

    Order of argument presentation - problem - answer or answer to

    all problems

    Message Format: Design, layout, copy, color, shape, movement, words, sounds, voice, body language, dress, etc.
    15 - 5

    Developing Effective Communication

    Step 4: Choosing Media

    Personal communication channels

    Includes face-to-face, phone, mail, and Internet chat communications

    Word-of-mouth influence is often critical Buzz marketing cultivates opinion leaders

    Nonpersonal communication channels

    Includes media, atmosphere, and events


    15 - 6

    Developing Effective Communication

    Step 5: Selecting the Message Source


    Highly credible sources are more persuasive A poor spokesperson can tarnish a brand

    Step 6: Collecting Feedback

    Recognition, recall, and behavioral measures are assessed

    May suggest changes in product/promotion

    15 - 7

    Advertising

    Public relations

    Promotion Mix

    Sales Promotion

    Personal selling

    Advertising
    any paid form of non personal communication that seek to inform customers and persuade them regarding itself, product offering and services that it offer.

    Advantages through Promotion

    Large audience is attracted. The cost per viewer/reader is low. A large number of alternate media are available. Standardized format.

    Disadvantages

    Inflexible Large investments Demographic &cultural factors affected due to large geographic areas.

    Sales Promotion

    It is an activity or material that acts as direct inducement offering added value or incentive to customers for a limited period of time.

    Objectives of Sales Promotion

    To introduce new products To attract new customers and retain the existing ones To maintain sales of seasonal products To meet the challenge of competition:

    Sales Promotion Techniques


    Consumer Oriented Samples Coupons Premium Contests Refund/rebate Bonus Pack Price off deals Trade Oriented Contests dealer incentives Trade allowance POP display Training program Trade show Cooperative advertisement

    Event marketing
    Frequency Programs

    Advantages of Sales Promotion


    It can produce short-term results. Competitors are using sales promotions. Sales promotions are attractive to price-conscious consumers. Can enhance/facilitate retail salesmanship which is often of low quality.

    20 - 15

    Personal Selling

    Personal selling is one to one communication for the purpose of explaining, informing, & demonstrating in order to make a successful transaction.

    Major Steps in the Selling Process

    Public Relations

    Public relations entail any communication that fosters a favorable image for the retailer among its public (consumers, investors, government, channel members, employees etc). It may be personal or non personal, paid or non paid & sponsor controlled or non sponsor controlled.

    Direct Marketing

    Definition

    One-on-one communication in which offers are tailored to the needs of narrowly defined segments. Seeks a direct, immediate, and measurable consumer response. Can take many different forms.

    Forms of Direct Marketing

    Advantages of Direct Marketing

    Powerful tool for building customer long-term customer relationships Enables true micromarketing efforts

    Can reach prospects at just the right moment


    Provides access to buyers unreachable through other channels Minimizes wasted reach Effectiveness is easily measured

    Publicity
    Publicity is a form of public relations that includes any communication about an organization or its products that is presented by the media but is not paid for by the organization.

    20 - 22

    Strengths of Publicity

    Can announce new products, recognize employees, report good results, breakthroughs. Key Benefits: Lower cost than advertising or personal selling. Increased readership; advertising ignored often. More information. Timeliness.

    20 - 23

    Weaknesses of Publicity

    Some loss of control over message. Limited exposure; only happens once. Not free; preparation costs.

    20 - 24

    Factors in setting Promotion mix

    Type of product Buyer readiness stage

    Product life cycle stage

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