1. Promotion

2. Definition
• Promotion Specific combination
of promotional methods
• Promotion represents all of the
communications that a marketer
may use in the marketplace
• Promotion involves disseminating
information about a product,
product line, brand, or company

3. Aspects of a
promotional mix
• Advertising
• Personal Selling
• Sales Promotions
• Public relations - Publicity
• Sponsorship
• Direct Marketing

4. Division Of
Sales promotion
• Above the line
• below the line
• Through the line

5. Above the line
• advertising through media
– TV
– Cinema
– Radio
– Print
– Banners
• search engines

6. Below the line
• Price promotion
• Frequent user/loyalty
incentives
• Point-of-sale displays
• Money refunds
• Coupons
• Gift with purchases, also
gifts certificates
• Competitions and prizes

7. Through the line

8. Techniques of
Sales promotion
• Consumer sales
promotion techniques
• Trade sales promotion
techniques

9. Consumer
sales promotion
techniques
• Price deal
• Loyal Reward Program
• Cents-off deal
• Price-pack deal
• Coupon
• Free-standing insert
• On-shelf couponing
• On-line couponing
• Mobile couponing
• Online interactive promotion game
• Rebates
• Contests/sweepstakes/games
• Point-of-sale displays

10. Trade sales promotion
techniques
• Trade allowances
• Buying & Buy-Back Allowances
• Merchandising Allowances
• Scan-Back Allowances
• Free Merchandise
• Cooperative Advertising
• Spiffs & Push Money
• Sales Contests
• Trade Show exhibits

11. Sales Promotion
Positives
• Supports brand image
• Stimulates demand
• Focuses customers’ attention
Negatives
• Can destroy pricing levels if
overused
• Can cause loss of market share

13. What is Advertising?
• Any paid form of non personal presentation and
promotion of ideas, goods and services through
mass media such as newspapers, magazines,
televisions or radio by an identified sponsor.
- Kotler
• Advertising is mass, paid for communication
which is used to transmit information, develop
attitudes and induce some form of response
from the audience.

14. Characteristics of Advertising
• Non personal form of communication aimed at a
target audience.
• Used by commercial and by not for profit
organizations.
• Most advertising is concerned ultimately with
selling.
• It is a major element in the promotional mix.
• Silent still forceful
• Sponsor is identified
• Paid communication
• Message is addressed to diversified audience

15. Objectives
• An advertising objective is a specific
communication task to be achieved with a specific
target audience during specified period of time.
• Like all objectives they should be SMART.
• In essence the main advertising objectives are:
- To Inform: to provide information about a
product
- To Persuade: to persuade people to buy
- To Remind: to remind people about a mature
product

16. SMART Criteria
• Specific - the objective should state exactly what is to
be achieved.
• Measurable - an objective should be capable of
measurement – so that it is possible to determine
whether (or how far) it has been achieved
• Achievable - the objective should be realistic given the
circumstances in which it is set and the resources
available to the business.
• Relevant - objectives should be relevant to the people
responsible for achieving them
• Time Bound - objectives should be set with a time-
frame in mind. These deadlines also need to be realistic.

17. Inform, Persuade, Remind
Inform Persuade Remind
• To provide • To persuade • To remind customers
information customers to buy a about a product they
• Used specifically particular brand might other overlook.
with a new or • Stress the distinctive • Advertising a mature
complex product. features of the brand. product.
• Print media is • Minimal Information.
superior to TV for
this type of
advertising.
E.g. E.g.
E.g.
Perfumes Colgate
Insurance
Cars Kit-Kat
Financial Products
Coca cola Sunsilk
New Electrical Goods

18. Summary of Objectives
• To create awareness • To increase market
• To inform share
• To remind customers • To differentiate from
• rivals
To reassure
customers • To build brand loyalty
• To support the sales • To change attitudes
force – personal • To support activities in
selling the distribution chain
• To persuade
• To promote Ideas/
Attitudes/ Causes

19. Advantages
• Creating awareness
• Increase sales
• Brand identity & Brand image
• Communicate a change
• Increase the buzz value
• Increase loyalty
• Offers planned and controlled messages
• Contact and influence masses
• Deliver specific message to specific target
segment
• Same message with varience
• It reaches to all…e.g. premium
• Helps to presale goods and pulls the
buyers to retailers
• Generates interest and provides
knowledge as well

20. A word of caution –
Disadvantages
Even good advertising can not overcome problems caused by
Poor product
Inefficient service
Uncompetitive pricing
Less effective than personal selling and sales promotion
Less flexible than personal communication (no media to answer the query)
Cant evaluate the message effectiveness and the response
Unable to reach the prospect, so the cost of repetition increases
Many times lack credibility and worthiness

21. Types of Advertising – based on
objectives
• Informative - Provides information
• Persuasive - To encourage brand switching
• Reminder - To remind about a mature product
• Reinforcement - To reassure
• Pioneering - To introduce new product
• Competitive - To point out differential advantages
• Defensive - To reduce damage caused by
campaign of a direct competitor.

22. Types of Advertising – Based on
Business Type
Interactive
Interactive Brand
Brand
Advertising
Advertising Advertising
Advertising
Public Service
Public Service Retail or Local
Retail or Local
Advertising
Advertising Advertising
Advertising
Institutional
Institutional
Advertising Political
Political
Advertising
Advertising
Advertising
Business-to-
Business-to-
Business
Business Directory
Directory
Advertising
Advertising Advertising
Advertising
Direct-Response
Direct-Response
Advertising
Advertising

23. AIDA
Advertising should seek to:
A- increase Awareness
I- create Interest
D- develop a Desire
A- encourage customers to buy - action
• Advertising seeks to move potential buyers
through these stages.

24. 5 Ms of Advertising
• MISSION- Objectives
• MONEY- to pay for the Campaign
• MESSAGE- to be Delivered
• MEDIA- choice of advertising Media
• MEASURE- Measuring the impact

25. Determining the Budget - Money
• The advertising budget will be set in terms of
one of:
- what can be afforded
- A given percentage of sales
- Comparison with rivals
- Objective and Task- whatever is needed to
achieve objective

26. Developing an Advertising
Campaign - Message
• Set the advertising objectives.
• Define target market.
• Determine the advertising budget.
• Determine the key advertising message.
• Decide which media to use.
• Plan campaign timing.
• Evaluate the results of the campaign.

27. Factors in the choice of media
• Marketing mix • Permanence of the
• Relative cost media
• Target audience • Nature of the product
• Impact of the media • Size and spread of the
• market
Competition
• • Advertising budget
Legal constraints
• Message to be conveyed

28. Main Advertising Media
• Television
• Cinema
• Radio
• Outdoors (billboards)
• Internet
• Print media- news papers and magazines

29. Television
Advantages Disadvantages
• Large audience • Very high overall cost
• Low cost per exposure • Limited prime time
• high impact-color, space
sound and movement • Short lived
• Can target specific • May not be watched-
groups visual wallpapers
• Convey only a limited
message

30. Radio
Advantages Disadvantages
• Relatively • Limited impact
inexpensive • No vision
• target specific • Short life
segment
• Relatively mobile
• Local

31. News Paper
Advantages Disadvantages
• Target specific
segments • Low impact
• Widely read • May get lost in the rest
• Short lead time of the paper
• Frequent publication • Not every group reads a
• Inexpensive compared paper
to television • High costs especially
• Color printing adds to for national news paper
impact
• Local regional national
papers available

32. Magazine
Advantages Disadvantages
• Useful for targeting • Can be expensive
specific group • Long read time
• Good reproduction- • Some magazines are only
high quality gloss published monthly.
images • Moderate impact
• Long life-read at leisure • Slow impact due to long life
• Can be linked to • Magazines with limited
features readership are not suitable
• All consumers interests for mass marketing
catered for

33. Cinema
Advantages Disadvantages
• Captive audience • Limited audience
• High impact • Mainly young
• Can be specifically audience
targeted • Short lived message
• Local audience • May only be seen
• Visual, sound, once.
movement

34. Out door-Bill boards
Advantages Disadvantages
• Repeatedly seen • Message must be
• 24/7 coverage simple and short
• Target particular area • Can not target
• Local media socioeconomic groups
• May encourage • Rarely attract full
attention
impulse buying if
close to shops • Short lived
• May be seen as traffic
hazard
• Difficult to measure
effectiveness

35. Advertising on transport
Advantages Disadvantages
• Low cost • Harder to target by
• Target specific areas socioeconomic class
• Captive audience • Quick results unlikely
• Reaches wide diverse • Difficult to measure
audience effectiveness
• Rarely gains reader’s
full attention
• Space for only a short
message

36. Internet advertising
• Cheap • Problems of
• Easy to set up connecting
• Easily updated • Limited audience
• Number of hits can be • Technical problems
monitored-useful • Banner adverts not
measure of very effective
effectiveness • Search engine listing
can be costly (e.g.
click fraud)

37. Public Relations
– Public Relations
– Public Relations Department
Functions Include:
• Press relations
• Product publicity
• Corporate communication
• Lobbying – Advocacy
• Counseling

38. Public Relations
• Marketing Public Relations (MPR)
– Publicity vs. MPR
– MPR assists in the following tasks:
• Assisting in the launch of new products
• Assisting in repositioning a mature product
• Building interest in a product category
• Influencing specific target groups
• Defending products that have
encountered public problems
• Building the corporate image in a way
that reflects favorably on its products

39. Public Relations
– Establishing the Marketing Objectives
• MPR can:
– Build awareness
– Build creditability
– Hold down promotional cost
– Choosing message and vehicle
– Implement the plan and evaluate the result

40. Sales Force
Management
The successful
salesperson cares
first for the
customer, second
for the products.

41. PERSONAL SELLING
Most ancient method of
marketing.
It is person-to-person selling.
It involves Home selling and
Direct selling.
It is also called door-to-door
selling.

42. PERSONAL SELLING is the means
of face to face Communication to
persuade the customers to buy any
product or services.
It mainly involves Home Selling and
Direct selling.

43. Contd..
HOME SELLING:
It takes place at the customer’s home.
It is always one-to-one.
DIRECT SELLING:-
It can take place at the customer’s
home or workplace.
It can be for a group.

44. Activities involved in
personal selling…
Identifying potential
customers.
Matching consumer needs
with product attributes.
Persuading customers to buy.
Satisfying after purchase .

45. PERSONAL SELLING
PROCESS
1. Prospecting
2. Qualifying
3. Approaching customers
4. Sales Presentation
5. Handling Objections
6. Closing the sale
7. Following up the sales

46. OBJECTIVES OF PERSONAL
SELLING…
Search new customers
Obtain sales volume
Secure market share
Provide technical advice to
customers
Collect and report market
information
Assist with training of sales
personal

47. IMPORTANCE OF PERSONAL
SELLING …
Pin-points Prospects
Meet objections
Close encounter of the
product
Time saving