Marketing promotion - (cap-1) all important question

1. Q. 1 WHAT IS PROMOTION?

2. Q.2 WHAT ARE THE MAIN OBJECTIVE OF MARKETING PROMOTION?
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3. Q.3 DESCRIBES SCOPE OF MARKETING PROMOTION?
• DEFINITION OF MARKETING PROMOTION:
• UNDERSTANDING THE IMPORTANT ASPECT OF MARKETING PROMOTION
• UNDERSTANDING WHO IS THE TARGET CUSTOMER:
• UNDERSTANDING DIFFERENT TYPES OF MARKETING PROMOTION:
• UNDERSTANDING DIFFERENT TYPES OF MEDIA:
• UNDERSTANDING INTEGRATED MARKETING COMMUNICATION:

4. Q.4 DESCRIBES THE IMPORTANCE ROLE OF MARKETING
PROMOTION?
. ECONOMIC IMPORTANCE:
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B. SOCIAL IMPORTANCE:
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5. Q.5 WHAT IS PROMOTIONAL MIX?
 ADVERTISING:
 DIRECT MARKETING
 PERSONAL SELLING
 SALES PROMOTION :
 PUBLIC RELATIONS

6. Q.6 WHAT ARE THE FACTORS USED IN PROMOTIONAL MIX?
1. TYPE OF PRODUCT MARKET
2. BUYER READINESS STAGE.
3. PRODUCT LIFE CYCLE.

7. 1. TYPE OF PRODUCT MARKET

8. i) Consumer market:
It’s basically based on fulfilling consumer’s satisfaction. Here to reach a product to the
consumer following steps should be taken:
a. Sales promotion
b. Advertising
c. Personal selling
d. Public relation in that order
ii) Business market:
This market is for customer who purchase product from producer and sell it to the
consumer for profit. Promotional activities at this stage follow this order.
a. Personal selling.
b. Sales promotion.
c. Advertising.
d. Public relatives.

9. iii) Global Market:
It is a huge market because it’s function is internationally. Multinational
company’s mainly tried to capture international market through following
activities:
a. Advertising
b. Sales promotion
c. Personal selling
d. Public relation
Iv) Non- profit Govt. Market:
Generally Govt. organization work for public interest. Its motive is to provide
service. There are other organizations which are also non-profit organization, such
as; School, Hospital etc. their promotional activities are:
a. Personal selling
b. Public relation
c. Sales promotion
d. Advertisement

10. Awareness Comprehension Conviction Order Re-order
Promotional Cost Effectiveness
Fig: Cost effectiveness of different promotional tools at different buyer
readiness stage
Advertising
Slaes Promotion
Personal Selling

11. This figure shows the relative cost effectiveness of four promotional tools:
A. Advertising and publicity play the most important role in the awareness
building stage.
B. Customer comprehension is primarily affected by advertising and personal
selling.
C. Customer conviction is influenced mostly by personal selling.
D. Closing sales/ordering is influenced mostly by personal selling and sales
promotion
E. Re-order also affected mostly by personal selling and sales promotion and
somewhat by reminder advertising

12. 3. PRODUCT LIFE CYCLE.

13. a. Introduction: At this stage a new product is introduced to the
market. It is the stage of launching product.
Ex: Faire & Lovely face wash, 3G Internet
a. Growth stage: At this stage product become popular gradually.
Customer talk about the product.
Ex: Meril Splash, Lifebuoy, Walton.
a. Maturity: At maturity stage profit is gained. Product is known to
others all people.
Ex: LUX, Pran
a. Decline: At this stage products popularity start to fall gradually.
People become interested on other product.
Ex: Tibet

14. Q. WHAT IS PROMOTION PLANNING PROCESS?
ANS:
1.MARKETING PLAN REVIEW
Marketing Plan Review
Situation Analysis
Communications Process
Analysis
Budget Development
Program Development
Integration & Implementation
Monitoring, Evaluating,
Controlling

15. 2. ANALYSIS OF PROMOTIONAL PROGRAMMED SITUATION
INTERNAL ANALYSIS
• EXTERNAL ANALYSIS

16. 3.Analysis of communication process: The stage of promotional planning process examines
how the company can effectively communicate with consumers in its target markets. The
promotional planner must think about the process consumer will go through in responding to
marketing communications. The response process for product or services for which consumer
decision making is characterized by a high level of interest is often different from that of low
involvement or routine purchase decision. These differences will influence the promotional
strategy. In brief it includes: Analyze receivers response process, analyze sources, message,
channel factors, establish communications goal and objectives.
4.Budget determination: After the communication objectives are determined, attention turns
to the promotional budget. Two basic questions are asked at this point: what will the
promotional programmers’? How will the money be allocated? Ideally, the amount a firm
needs to spend on promotion should be determined by what must be done to accomplish its
communication objectives. It helps to set tentative marketing communication budget and
allocate tentative budget.

17. 5. Integrate and implement marketing communication
strategy: Once the strategies are set steps must be taken for
implementing it. It includes: integrate promotional mix strategies,
create and produce ads, purchase media time and space, design and
implement direct marketing, sales promotion, and public relation
program.
6. Monitoring, evaluate, and control integrated marketing
communication program: The final stage is designed to provide
managers with the continual feedback concerning the effectiveness
of the program. Then it takes measures to control and adjust
promotional strategies.

18. SALES PROMOTION
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16-58
Major Sales Promotion Tools
Consumer Promotion Tools

19. SALES PROMOTION
16-59

20. SALES PROMOTION
SAMPLES
COUPONS
CASH REFUNDS
16-60

21. SALES PROMOTION
PATRONAGE REWARDS
POINT-OF-PURCHASE PROMOTIONS
16-61

22. SALES PROMOTION
CONTESTS, SWEEPSTAKES, AND GAMES
• CONTESTS
• SWEEPSTAKES
• GAMES
16-62

23. SALES PROMOTION
TRADE PROMOTION TOOLS
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16-63

24. SALES PROMOTION
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16-64

25. SALES PROMOTION
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16-65

26. SALES PROMOTION
16-66

27. SALES PROMOTION
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16-67

28. THE END
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REALNASIR@GMAIL.COM
THANK YOU 