BASICS OF MARKETING- UNIT-5, BBA-1 SEM, OSMANIA UNIVERSITY, Promotional mix, Factors determining Promotional mix, Types of Advertisements, Reasons for advertising, Covert Advertising, Surrogate advertising, In-store Advertising.

1. BASICS OF
MARKETING
UNIT-5
PRESENTED BY
K.BALASRI PRASAD
B.Sc(KU), M.B.A(OU), NET(UGC), (Ph.D)(MGU)
ASSOCIATE PROFESSOR IN MANAGEMENT

2. Promotional mix:
Promotional mix describes a blend of promotional
variables chosen by marketers to help a firm reach
its goals.
Activities identified as elements of the promotional
mix vary, but typically include the following:
Advertising: The paid presentation and promotion of
ideas, goods, or services by an identified sponsor in a mass
medium.
Personal selling: is the process of helping and persuading
one or more prospects to purchase a good or service or to
act on any idea through the use of an oral presentation,
often in a face-to-face manner or by telephone.

3. Sales Promotion: The media and non-media marketing
communication used for a pre-determined limited time to
increase consumer demand, stimulate market demand or
improve product availability.
Public relations or Publicity: The information about a
firm's products and services carried by a third party in an
indirect way.
Direct Marketing: A channel-agnostic form of advertising
that allows businesses and nonprofits to communicate
directly to the customer, with methods such as mobile
messaging, email, interactive consumer websites, online
display ads, fliers, catalog distribution, promotional letters,
and outdoor advertising.

4. Factors determining Promotional mix:

5. 1. Nature of Product: The different type of
product requires different promotional tools.
2. Nature of Market: The number and location of
customers greatly influence the promotion mix.
3. Nature of Market: The number and location of
customers greatly influence the promotion mix.
4. Availability of Funds: The marketing
budget also decides the promotion mix.
5. Nature of Technique: Each element of the
promotional mix has unique features that
significantly influences the purpose of
promotion.

6. 6. Promotional Strategy: The promotion
mix largely depends on the company’s
promotional strategy, i.e. whether it accepts
the Push Strategy or a Pull Strategy.
7. Readiness of Buyer: Different promotional tools
are required at different stages of buyer
readiness.

7. Types of Advertisements:
Advertising: Advertising is an audio or visual form
of marketing communication that employs an
openly sponsored, non-personal message to
promote or sell a product, service or idea.
Worldwide spending on advertising in 2015
amounted to an estimated US$ 529.43 billion.
Advertising's projected distribution for 2017 was
40.4% on TV, 33.3% on digital, 9% on
newspapers, 6.9% on magazines, 5.8% on
outdoor and 4.3% on radio.

8. Reasons for advertising:
• Increasing the sales of the product/service.
• Creating and maintaining a brand identity or
brand image.
• Communicating a change in the existing
product line.
• Introduction of a new product or service.
• Increasing the buzz-value of the brand or the
company.

9. Print media:
It has always been a popular advertising option.
Advertising products via newspapers or magazines
is a common practice.
In addition to this, the print media also offers
options like promotional brochures and fliers for
advertising purposes.
Often, newspapers and magazines sell the
advertising space according to the area occupied by
the ad, its position in the publication.

10. Outdoor Advertising:
The most common examples of outdoor
advertising are billboards, kiosks, and also
events and trade-shows organized by a
company.
It has to be short and sweet, in order to grab
the attention of passersby.
Kiosks not only provide an easy outlet for the
company's products, but also make for an
effective advertising tool to promote the
company's products.

11. Radio:
Radio advertising is one of the oldest forms of
advertising.
Businesses realized that they could use this
medium to reach a huge audience for their
products.
Advertisers can buy airtime from a radio
station to air their ads, and prices depend
upon the duration, time of the day, and the
programs during which the ads are aired.

12. Television:
Television advertising remains the most
sought-after mode of advertising even in
the 21st century.
It reaches the maximum number of
target customers, and has a variety of
programming schedule which can be
effectively used for the insertion of ad
content.
This is an expensive type of advertising

13. Covert Advertising:
A unique kind of advertising, in which a
product or a particular brand is
incorporated in some entertainment and
media channels like movies, television
shows, or even sports.
There is no commercial advertising as
such in the entertainment, but the brand
or the product is subtly showcased in the
entertainment show.

14. Surrogate advertising:
It is prominently seen in cases where
advertising a particular product is banned by
law.
Advertisement for products like cigarettes or
alcohol, which are injurious to health, are
prohibited by law in several countries.
Companies come up with several other
products that have the same brand name, and
indirectly remind people of the cigarettes or
alcohol of the same brand, by advertising the
other products.

15. In-store Advertising:
Also known as 'point of purchase
advertising', the products are usually
displayed prominently at checkout
counters and packaged attractively.
They aim to influence the customer to
make an impulse purchase, rather than
actively create a need for the product.