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    Promotion Mix: Mahesh P IPE

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    David
    This document discusses promotion mix and the various promotion tactics used in marketing. It outlines six main promotion tactics: advertising, sales promotion, public relations, personal selling, publicity, and direct marketing. The objectives of promotion are to build awareness, interest, desire, and action (AIDA) in the target market. The promotion mix refers to the specific combination of promotion methods used for a product and is determined by factors like the product market, marketing strategy, buyer readiness stage, and product life cycle stage. Elements of the promotion mix like advertising, sales promotion, public relations, personal selling, publicity, and direct marketing are further explained. Integrated marketing communication is also discussed as planning marketing communications strategically across various disciplines for maximum impact.

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    Promotion Mix: Mahesh P IPE

    Uploaded by

    David
    38 views11 pages
    This document discusses promotion mix and the various promotion tactics used in marketing. It outlines six main promotion tactics: advertising, sales promotion, public relations, personal selling, publicity, and direct marketing. The objectives of promotion are to build awareness, interest, desire, and action (AIDA) in the target market. The promotion mix refers to the specific combination of promotion methods used for a product and is determined by factors like the product market, marketing strategy, buyer readiness stage, and product life cycle stage. Elements of the promotion mix like advertising, sales promotion, public relations, personal selling, publicity, and direct marketing are further explained. Integrated marketing communication is also discussed as planning marketing communications strategically across various disciplines for maximum impact.

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    Marketing

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    Promotion Mix

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    This document discusses promotion mix and the various promotion tactics used in marketing. It outlines six main promotion tactics: advertising, sales promotion, public relations, personal selling, publicity, and direct marketing. The objectives of promotion are to build awareness, interest, desire, and action (AIDA) in the target market. The promotion mix refers to the specific combination of promotion methods used for a product and is determined by factors like the product market, marketing strategy, buyer readiness stage, and product life cycle stage. Elements of the promotion mix like advertising, sales promotion, public relations, personal selling, publicity, and direct marketing are further explained. Integrated marketing communication is also discussed as planning marketing communications strategically across various disciplines for maximum impact.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    38 views11 pages

    Promotion Mix: Mahesh P IPE

    Uploaded by

    David
    This document discusses promotion mix and the various promotion tactics used in marketing. It outlines six main promotion tactics: advertising, sales promotion, public relations, personal selling, publicity, and direct marketing. The objectives of promotion are to build awareness, interest, desire, and action (AIDA) in the target market. The promotion mix refers to the specific combination of promotion methods used for a product and is determined by factors like the product market, marketing strategy, buyer readiness stage, and product life cycle stage. Elements of the promotion mix like advertising, sales promotion, public relations, personal selling, publicity, and direct marketing are further explained. Integrated marketing communication is also discussed as planning marketing communications strategically across various disciplines for maximum impact.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 11

    Promotion Mix

    Mahesh P
    IPE
    Promotion
    • Promotion involves disseminating information
    about a product, product line, brand, or
    company.
    • To generate sales and profits, the benefits of
    products have to be communicated to
    customers. In marketing this is commonly
    known as “promotions”.
    Promotion Tactics
    Six main Promotion Tactics
    • ADVERTISING
    • SALES PROMOTION
    • PUBLIC RELATIONS
    • PERSONAL SELLING
    • PUBLICITY
    • DIRECT MARKETING
    Objectives of Promotion
    • Objections of Promotion include:
    • Building awareness (A)
    • Building Interest (I)
    • Building Desire (D)
    • Create Action (A)
    In short to create AIDA in target market.
    Promotion Mix
    • Specific combination of promotional methods such as
    print or broadcast advertising , direct marketing ,
    personal selling , point of sale display , merchandising ,
    etc., used for one product or a family of products .
    The factors that guide a marketer’s decision in selecting a
    promotion mix are :-
    • Nature of the product market.
    • Overall marketing strategy.
    • Buyer readiness stage.
    • Product life cycle stage.
    Promotion Mix elements explained
    • Advertising: Advertising is any paid form of non-
    personal presentation and promotion of ideas, goods
    and services through mass media such as newspapers,
    magazines, television or radio by an identified sponsor.
    • SALES PROMOTION “ An activity designed to boost the
    sales of a product or service. It may include an
    advertising campaign, increased PR activity, a free-
    sample campaign, offering free gifts or arranging
    demonstrations or exhibitions, setting up competitions
    with attractive prizes, temporary price reductions,
    door-to-door calling, telemarketing, personal letters on
    other methods”.
    • Public Relation: “ The planned and sustained
    effort to establish and maintain goodwill and
    mutual understanding between an
    organisation and its publics”.PR activities
    include, press releases. company literature,
    videos, websites and annual reports.
    • PERSONAL SELLING: Personal selling is oral
    communication with potential buyers of a
    product with the intention of making a sale.
    • PUBLICITY: Publicity refers to nonpersonal
    communi-cations regarding an organization ,
    product , service , or idea not directly paid for or
    run under identified sponsorship .it usually
    comes in news releases , press conferences ,
    feature articles , photographs , films , and
    videotapes.
    • DIRECT MARKETING: Direct marketing is
    concerned with establishing an individual
    relationship between the business offering a
    product or service and the final customer.
    Integrated Marketing Communication (IMC)

    • What is an integrated campaign?


    IMC is the concept of marketing communication
    planning that recognizes the added value of a
    comprehensive plan and evaluates the strategic
    roles of a variety of communications disciplines
    such as advertising, sales promotion, publicity,
    personal selling etc., skillfully combining these
    disciplines to provide clarity, consistency and
    maximum impact through the smooth integration
    of messages.
    6 M’s of Marketing communication
    Thank you

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