All the promotion techniques are given in brief in this presentation. the user can easily understand the major promotion terminologies through this ppt. it suits for both college students and high school students

1. By
Vaishnavi.S

2. What Is Promotion?
• Promotion refers to raising customer awareness of a
product or brand, generating sales, and creating
brand loyalty. It is one of the four basic elements of
the market mix, which includes the four P's:
PRICE, PRODUCT, PROMOTION, AND PLACE.
• The purpose of a promotion and thus its promotional
plan can have a wide range, including: sales increases,
new product acceptance, creation of brand equity,
positioning, competitive retaliations, or creation of
a corporate image.
• Promotion is basically a communication process. The
various promotion mix elements designed for this
purpose are also referred as “Communication Mix”

3. The components of Communication
Mix

4. Objectives of Promotion
Objectives
of
Promotion
Build
Awareness
Create
Interest
Provide
Information
Stimulate
demand
Reinforce
the brand

5. Promotional Strategies
• Promoting a product to
a unaware consumer.
• Informing him about
the product and to
develop interest in the
product.
• Developing a desire for
an intention to
purchase.
• Purchasing the product
The promotional strategy can also be said
as Hierarchy of Effects with the same list
of points as
1. Awareness
2. Knowledge
3. Linking
4. Preference
5. Convicting and
6. Purchase

6. Promotion Mix
Elements of Promotion Mix :
1. Advertisement
2. Public Relations or
publicity
3. Sales promotion
4. Personal selling

7. DIRECT MARKETING
Direct marketing is a form
of advertising which allows
businesses and nonprofit
organizations to communicate directly
to customers through a variety of
media including cell phone text
messaging, email, websites, online
adverts, database marketing, fliers,
catalogue distribution, promotional
letters and targeted television,

8. Advertisement
• Advertisement perhaps is the most commonly
used Promotion tool.
• Its an impersonal form of communication, which
is paid by the Marketers (sponsors) to promote the
goods and services.
• The most commonly used Advertising modes
are:
1. Newspapers
2. Magazines
3. Television
4. Radio &
5. Internet

9. PUBLIC RELATIONS
• It is similar to advertising.
• It’s a non-personal method of communication.
• This is also termed as publicity.
• In this type the information is disseminated by the
independent source.
• This type is a Non-paid Form Of Advertising.
• The control of publicity is not within the hands of
the marketing firm, so it can spread rumors.

10. Sales Promotion
• These are short-term
incentives, which are
designed to encourage
the buyers.
• Some examples of sales
promotion are Rebate,
discount, refunds,
Product combinations,
Quantity gifts, Instant
draws, lucky draw, usable
benefit, sampling, contest
etc.

11. Personal Selling
o Personal selling involves oral
presentation of message in the form
of conversation with one or more
prospective customers for the
purpose of making sales.
o It is a personal form of
communicating.
o It develops relationship with the
prospective customers.
o This can be achieved by salespersons.

12. Difference between Sales
promotion and Personal Selling
Sales Promotion
1. Short term consequences
only to increase sales.
2. Cost involved is Lower.
3. Indirect way of
communication with
customer.
4. Standardized and ease of
understanding.
5. Covers large number of
customers.
Personal Selling
1. Long term promotional
strategy.
2. Huge cost involving process.
3. Face-to-face
communication with
customers.
4. Customized and technically
complex.
5. Covers less customers as it’s
a lengthy process.