2. INTRODUCTION
Promotion also know as marketing communications
are the means by which firms attempt to inform,
persuade, and remind consumers directly or
indirectly about the products and brands they sell.
Is one of the 4Ps or 7Ps of marketing mix as the
case may be.
3. PROMOTION MIX
According to Kotler& Kevin Keller there are eight modes
of communication
Advertising
Sales promotion
Events and experience
Public relations and publicity
Direct marketing
Interactive marketing
Word of mouth marketing
Personal selling
4. For simplicity and easy analysis the elements has
been grouped into five
Advertising
Personal selling
Sales promotion
Publicity
Direct marketing
5. ADVERTISING
Any paid form of non personal presentation and
promotion of ideas, goods and services by
identified sponsor.
TV ad
Radio ad
Online ad
Billboards
Flyers
6. PERSONAL SELLING
Face to face interaction with one or more
prospective purchasers for the purpose of making
presentation and answering questions
Person to person
Sales meeting
Sales presentations
7. SALES PROMOTION
A variety of short-term incentives to
encourage trial or purchase of product
or service for a specific time
Seasonal discount
Reduction sales
Samples
Premiums and gifts
Contests games
8. PUBLICITY
Programs designed to promote or
protect a company’s image or its
individual products
Press conference
Speeches
Publication
Seminars
Annual reports
9. DIRECT MARKETING
Communicating directly with and
soliciting response or dialogue from
specific customers and prospects
Mailings
Telemarketing
Fax mail
Voice mails
10. SELECTING A PROMOTION MIX
Internal factors: Organizational goals,
mission, vision etc example increasing
market share.
Available resource
11. MACRO ENVIRONMENT
• Demographic e.g. age mix, gender social status
• Socio-cultural e.g. beliefs, customs and religion
• Technology e.g. pace of change in the media
• Legal and political e.g. available laws
• Economic
12. OTHER MARKETING MIX
Product: type and product life cycle
Place the distribution channel e.g.
manufacturer to consumer or manufacturer
to intermediary to consumers
Pricing: penetrating or skimming
13. DECISION PROCESS
Identify the target audience: loyal, current,
prospective, deciders or influencers groups or ind.
Determine objective: awareness or instructions
Design communications: message, creative, source
Select channels: personal or non personal
Establish budget: cost benefit analysis.
Decide on media mix: TV, Radio, Press
Measure results
14. THE DEBATE
In the wake of TV decoders with
many channels does TV adverts
still sells.
Notas do Editor
Marketing Mix is a combination of marketing tools that a company uses to satisfy their target customers, and achieving organizational goals