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Promotion mix


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Promotion mix

  1. 1. Integrated Marketing Communication Dr/Alaa Essmat Promotion-Mix
  2. 2. 7/11/2013 9:39:02 AM Integrated Marketing Communication ‘Top of Mind’ Awareness is owning the space that your product or service occupies between your potential customer’s ears. That way, when they’re ready to buy, they think of your product first. Top of Mind’ Awareness
  3. 3. Integrated Marketing Communication
  4. 4. 7/11/2013 9:39:02 AM Integrated Marketing Communication Promotion keeps the product in the minds of the customer and helps stimulate demand for the product. The ongoing activities of advertising, sales Promotion, Public Relations and Personal Selling are often considered aspects of promotions. PROMOTION
  5. 5. 7/11/2013 9:39:02 AM Integrated Marketing Communication Everything about your product communicates: Price - Place - Product (including packaging) New companies are formed on a daily basis, How can one get people to know about their business so that it can grow?
  6. 6. 7/11/2013 9:39:02 AM Integrated Marketing Communication Objectives of Promotion • BUILD AWARENESS. • CREATE INTEREST. • PROVIDE INFORMATION. • STIMULATE DEMAND. • REINFORCE THE BRAND.
  7. 7. PROMOTION • A campaign that gets the audience directly involved in an activity or event that enhances the advertiser’s business and your station
  8. 8. 3 TYPES OF PROMOTIONS • Audience Promotion Brings new viewers/listeners to your station • Sales Promotion Attracts buyer’s attention to advertiser’s business. Creates in-store traffic/sales • Community Promotions Helps solve a community problem
  9. 9. An audience promotion can involve one or more advertisers and become a sales promotion, building store traffic and new viewers or listeners at the same time
  10. 10. SALES PROMOTIONS • Station designs a special promotion and helps advertisers execute the campaign • Station may provide prizes, print flyers, entry forms, boxes, and use of other media. • Station may provide air personalities, station mascot, promotional vehicles, inflatable attractions. • Extra costs of promotion must be built into the cost of the promotion.
  11. 11. Planning a sales promotion • Is primary purpose of promotion to project station image or sell time? • Will promotion be sold to existing advertisers, new advertisers, or both? • What benefits will the client receive? New customers? New Image? New positioning?
  12. 12. • What media will be used? • What are the total expenses or prizes, supplies, airtime? • What is the most effective date to schedule the promotion for advertiser and station? • Will the campaign be evaluated on the basis of dollars generated or on the basis of getting and keeping new advertisers? • Does the promotion conflict with plans by the Non Traditional Revenue team?
  13. 13. Advertising • "Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor". - Philip Kotler and Armstrong • "The means of providing the most persuasive possible selling message to the right prospects at the lowest possible cost". - Institute of Practitioners in Advertising • Advertising is bringing a product (or service) to the attention of potential and current customers. • Advertising is a form of Communication!
  14. 14. 7/11/2013 9:39:02 AM Integrated Marketing Communication • Short term incentives to encourage the purchase or sale of a product or service. • Sales promotion include tools for consumer promotion, trade promotion and business and sales force promotion. • Now ,it is part of the Marketing spend of all companies and these days SP spends in many companies exceed that of the advertisements spends. Sales Promotion
  15. 15. 7/11/2013 9:39:02 AM Integrated Marketing Communication • “The planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics”. • Highly credible • Many forms: news stories, news features, events and sponsorships, etc. • Reaches many prospects missed via other forms of promotion Public Relations
  16. 16. • Direct communications between paid representatives and prospects that lead to transactions, customer satisfaction, account development, and profitable relationships. • Most effective tool for building buyers’ preferences, convictions, and actions • Personal interaction allows for feedback and adjustments • Relationship-oriented • Buyers are more attentive • Sales force represents a long-term commitment • Most expensive of the promotional tools Personal Selling