Promotion involves raising customer awareness of products and brands to generate sales and loyalty. It uses communication strategies like advertising, public relations, personal selling, and sales promotion to inform, persuade, and remind target audiences. These strategies can be push-based, using sales teams to promote to retailers and customers, or pull-based, building demand through high consumer advertising. The promotional mix aims to influence feelings, beliefs, and behaviors to benefit the organization.

1. Promotion is persuasive communication with the
customers. It refers to raising customer awareness of
product or brand, generating sales, and creating brand
loyalty.
“Promotion is the element in an organization’s
marketing mix that serves to inform, persuade and
remind the market of a product and/or the organization
selling it, in hope of influencing the recipients feelings,
beliefs or behavior”.
William Staton

2. M
E
S
S
A
G
E
Sender Encoding Channel
Decodin
g
Receiver
Feedback
Noise
Fig: Marketing Communication Process

3. Promotional mix is the marketing strategies used by a
company to market and promote its product and
services. These strategies are broadly classified into
two parts.
Push Strategy
Pull Strategy

4. PUSH STRATEGY PULL STRATEGY
 A “push” promotional
strategy makes use of a
company's sales force and
trade promotion activities
to create consumer
demand for a product.
 The producer promotes
the product to
wholesalers, the
wholesalers promote it to
retailers, and the retailers
promote it to consumers.
 A “pull” selling strategy is
one that requires high
spending on advertising
and consumer promotion
to build up consumer
demand for a product.
 If the strategy is
successful, consumers will
ask their retailers for the
product, the retailers will
ask the wholesalers, and
the wholesalers will ask
the producers.

5. Push-Pull Strategy
Push-Pull Strategy
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Integrated Marketing Communication

6. Fig: components of promotion mix
a
Promotion
mix
Advertising
Public
Relations
Personal
Selling
Sales
Promotion

7. Any paid form of non-personal presentation of goods,
services or ideas for action, openly paid for by an
identified sponsor.
Four important decision to be made when
developing an advertisement program
 Setting advertisement objectives
 Setting advertisement budget
 Developing advertisement strategy
 Message decision
 Media decision
 Evaluating advertising campaigns

8. Advertisement
objective
•Informative
advertisement
•Persuasive
advertisement
•Reminder advertisement
Media decision
•Decide on reach,
frequency and impact
•Choosing among major
media types
•Select specific media
vehicles
•Decide media timing
Message decisions
•Message strategy
•Message execution
(lifestyle, musical,
personality symbol,
fantasy, etc)
Setting advertisement
budget
•Affordable budget
•Percent of sales
•Competitive parity
•Objective and task

9.  Personal selling is where businesses use people (the “sales force”)
to sell the product after meeting face-to-face with the customer.
 The sellers promote the product through their attitude,
appearance and specialist product knowledge. They aim to
inform and encourage the customer to buy, or at least trial the
product.
Kotler describes 6 roles for the sales force for personal selling
 Prospecting
 Communicating
 Selling
 Servicing
 Information gathering
 Allocating

10.  Flexibility
 Covers beyond target market
 One-on-one interaction/ face to face interaction

11.  It is a flexible tool
 It involves minimum wasted effort
 It results in actual sale
 It provides feedback
 It complements advertising
 It educates customers
 It assists the society

12. Relationship marketing is the process of identifying,
developing, maintaining, and terminating relational
exchanges with the purpose of enhancing performance.
Here are the main characteristics of relationship
marketing:
 It focuses on partners and customers rather than on the
company’s products.
 It puts more emphasis on customer retention and
growth than on customer acquisition.
 It relies on cross-functional teams rather than on
departmental-level work.
 It relies more on listening and learning than on talking.

13. Sales promotion refers to short term incentives to
encourage trial or purchase of a product. It is used to
create a stronger and quicker purchase response.
The characteristics of sales promotion are:-
Duration is neither too short nor too long
Provides “schemes”, “deals” or incentive to the buyers.
Aims at quicker results in terms of faster sales higher sales
volume.
The target audience can be consumers, trade channels, and
sales personnel.

14. To bring about a change in the demand pattern of
products and services.
To introduce new products or services.
To attract new customers.
To induce existing customers to buy more
Helps the firm to remain competitive.
To increase sales in off-seasons.
To add to the stock of the dealers.

15. Sales promotion methods
Consumer
Promotion
•Free Samples
•Coupons
•Rebates
•Premium/Gifts
•Price-off
•Contests/Prizes
•Display/
Demonstration
Trade
Promotion
•Free Goods
•Allowances
•Price-off
•Sales Contest
•Gift Items
•Credit Facilities
•Trade Show
Sales Force
Promotion
•Sales Contest
•Trade
Shows/Conven
tions
•Gift items
•Promotional
Kits
•Bonus and
Commision
Fig: methods of sales Promotion

16. Public relations are the practice of managing the spread
of information between an individual or an organization and
the public. Public relations may include an organization or
individual gaining exposure to their audiences using topics of
public interest and news items that do not require direct
payment.
NATURE:
1. Two- way communication
2. Assesses the attitudes of the public
3. Executes communication programs
4. PR aims to bring about harmonious and mutually
advantageous adjustments between an organization and the
community

17. o Attendance at public events
o Press releases
o Newsletters
o Blogging
o Social media marketing

18. The end