IMC Promotion Mix by Amitabh Mishra

IMC
PROMOTION MIX
AMITABH MISHRA, ASTT. PROFF. AIMT GR.
NOIDA
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IMC PROMOTION MIX
Promotion has been defined as-
“The coordination of all seller initiated efforts to set
up channels of information and persuasion in order
to sell goods and services or promote an idea”.
NOIDA
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• “The basic tools used to accomplish an organization’s
communication objectives are often referred to as
the promotional mix”.
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ELEMENTS OF IMC PROMOTION MIX
• Elements of IMC Promotion Mix are-
1. Advertising
2. Direct marketing
3. Interactive/internet marketing
4. Sales promotion
5. Publicity/ public relation
6. Personal selling
NOIDA
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1. Advertising
• Advertising is defined as “any paid form of non
personal communication about an organization,
product, service, or idea by an identified sponsor.
• It is done on-
– TV
– Radio
– Magazines, Newspapers, etc.
NOIDA
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Characteristics of Advertising
• The paid aspect of this definition reflects the fact that
the space or time for an advertising message generally
must be bought.
• The non personal component means that advertising
involves mass media (e.g., TV, radio, magazines,
newspapers) that can transmit a message to large
groups of individuals, often at the same time.
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• The non personal nature of advertising means that
there is generally no opportunity for immediate
feedback from the message recipient.
• it can be a very cost-effective method for
communicating with large audiences.
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2. Direct Marketing
• In direct marketing, organizations communicate
directly with target customers to generate a response
and/or a transaction.
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• It involves a variety of activities, including-
– Database management & Mail order catalogue.
– Telemarketing, and
– Direct response ads through-
• Direct mail,
• Internet, and
• various broadcast and print media.
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• The rapid growth of the Internet is fueling the
growth of direct marketing.
• The convenience of shopping through catalogs or on
a company’s website and placing orders by mail/
phone/or online has led the tremendous growth of
direct marketing.
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• In direct response advertising, a product is
promoted through an advertisement that encourages
the consumer to purchase directly from the
manufacturer.
• The availability of credit cards and toll-free phone
numbers has facilitated the purchase of products
from direct-response ads.
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3. Interactive Marketing
• In the new millennium, changes are being driven by
advances in technology and developments.
• Interactive media allow for a back-and-forth flow of
information whereby users can participate in and
modify the form and content of the information they
receive in real time.
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• Interactive media include-
– Internet,
– CD-ROMs,
– Kiosks,
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• The Interactive media allow users to perform a variety
of functions such as-
– Receive and alter information and images
– Make inquiries
– Respond to questions, and, of course,
– Make purchases
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4. Sales Promotion
• Sales promotion, is generally defined as “those
marketing activities that provide extra value or
incentives to the sales force, the distributors, or the
ultimate consumer and can stimulate immediate
sales”.
NOIDA
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• Sales promotion is generally broken into two major
categories:
– Consumer-oriented sales promotion and
– Trade-oriented sales promotion.
• These promotional tools encourage consumers to make
an immediate purchase and thus can stimulate short
term sales.
NOIDA
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• Consumer-oriented sales promotion is targeted to the
ultimate user of a product or service and includes
– Couponing,
– Sampling,
– Premiums,
– Rebates,
– Contests, and
– Point-of-purchase materials
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18
• Quantity Deals
• In-product gift
• Out-product gift

• Trade-oriented sales promotion is targeted toward
marketing intermediaries such as-
– Wholesalers
– Distributors
– Retailers
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• The trade promotional tools are-
– Promotional and merchandising allowances
– Price deals
– Sales contests, and Dealer Meets
– Trade shows & Co-operative Advertising
– Dealer Gifts & Dealer Discounts
– Shop Board paintings
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21
Advantages of Sales Promotion
• Produces immediate results in terms of sales.
• Creates effective entry barriers for competition.
• Results are measurable.
• Helps in gaining channel support.
• Relatively easy to design and implement.
• Relatively inexpensive.

22
Disadvantages of Sales Promotion
• Focus can shift to short term planning.
• Can erode brand equity, if used frequently.
• Can lead to clutter.
• Attracts mainly switchers, who are deal prone.
• Consumers forward buy. Therefore no real increase in sales over
the long term.

5. Publicity and Public Relations
• Publicity refers to “non-personal communications regarding
an organization, product, service, or idea not directly paid for
or run under identified sponsorship”.
NOIDA
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• It usually comes in the form of
– News story,
– Editorial,
– Press conferences,
– Photographs, films, and videotapes.
NOIDA
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• Like advertising, publicity involves non-personal
communication to a mass audience, but unlike advertising,
publicity is not directly paid for by the company.
• The company or organization attempts to get the media to
cover or run a favorable story on a product, service, cause, or
event to affect awareness, knowledge, opinions, and/or
behavior.
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• An advantage of publicity over other forms of promotion is its
credibility.
• Another advantage of publicity is its low cost, since the company is
not paying for time or space in a mass medium (TV, radio).
• Publicity is not always under the control of an organization and is
sometimes unfavorable.
• Negative stories about a company and/or its products can be very
damaging.
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Public Relations
• It is important to recognize the distinction between
publicity and public relations.
• When an organization systematically plans and distributes
information in an attempt to control and manage its image
and the nature of the publicity it receives, it is really
engaging in a function known as public relations.
NOIDA
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• Public relations is defined as “the management
function which evaluates public attitudes, identifies
the policies and procedures of an individual or
organization with the public interest, and executes a
program of action to earn public understanding and
acceptance”.
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• Public relations generally has a broader objective
than publicity,
• Its purpose is to establish and maintain a positive
image of the company among its various publics.
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• Public relations uses publicity and a variety of other
tools, including-
– Special publications,
– Participation in community activities,
– Fund-raising,
– Sponsorship of special events, and
– & Also advertising.
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6. Personal Selling
• Personal selling is “a form of person-to-person
communication in which a seller attempts to assist
and/or persuade prospective buyers to purchase the
company’s product or service or to act on an idea.”
NOIDA
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• Unlike advertising, personal selling involves direct
contact between buyer and seller, either face-to-face or
through some form of telecommunications such as
telephone sales.
• This interaction gives the marketer communication
flexibility; the seller can see or hear the potential buyer’s
reactions and modify the message accordingly.
NOIDA
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• It involves more immediate and precise feedback.
• If the feedback is unfavorable, the salesperson can modify the
message.
NOIDA
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