The document discusses various aspects of promotion mix and marketing communications. It defines promotion mix as the specific blend of promotional tools a company uses to communicate value to customers. It then describes different promotional tools like advertising, personal selling, public relations, sales promotions, direct marketing, and exhibitions. It discusses integrated marketing communications and how companies coordinate different channels to deliver a clear message. It also covers online marketing strategies like search engine optimization, search engine marketing, content marketing, social media marketing, email marketing, and others. Finally, it discusses factors that influence promotional tool selection and push and pull promotion strategies.

1. UNIT I
1

2. DEFINITION
PROMOTION MIX is the specific
blend of promotional tools that the
company uses to persuasively
communicate customer value and build
customer relationships.
2

3. Main aspects of promotion mix
SALES
PROMOTION
ADVERTISING
3

4. Public relations
PERSONAL
SELLING
4

5. Direct marketing
EXHIBITIONS
5

6. Promotional mix
6

7. Advertising is any paid form of
non-personal presentation and
promotion of ideas, goods, or
services by an identified sponsor.
Like Advertisements in news
papers, electronic Media,
hoardings , wall paintings, posters,
etc.
7

8. Personal selling is personal
presentation by the firm’s sales
force for the purpose of making
sales and building customer
relationships.
A sales person interacting with
prospective customers and wants to
sell a product.
8

9. Public relations involves building
good relations with the company’s
various publics by obtaining
favorable publicity, building up a
good corporate image, and handling
or heading off unfavorable rumors,
stories, and events.
9

10. Sales promotions are short-term
incentives to encourage the
purchase or sale of a product or
service.
Example -Discount sale, Offers, more
Product, facilities, service and
guarantee, etc.
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11. Direct marketing establishes direct
connections with carefully targeted
individual consumers to both obtain
an immediate response and cultivate
lasting customer relationships.
A company wants to market/sell
its products directly to its customers
is called Direct Marketing
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12. INTEGRATED MARKETING
COMMUNICATIONS (IMC)
The concept under which a company
carefully integrates and coordinates its many
communications channels to deliver a clear,
consistent, and compelling message about
the organization and its products.
Integrating all promotion Mix elements
for effective marketing and Selling is called
Integrated Marketing Communication
“IMC”.
12

13. ONLINE MARKETING
Online / Digital/ Internet Marketing is
the component of marketing that
utilizes internet and online based
digital technologies such as desktop
computers, mobile phones and other
digital media and platforms to promote
products and services.
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14.  Understanding the different types of internet
Marketing strategies
 1: Search Engine Optimization (SEO) ...
 2: Search Engine Marketing (SEM) ...
 3: Pay Per Click or Pay Per Call (PPC) ...
 4: Content Marketing. ...
 5: Social media Marketing. ...
 6: Email Marketing. ...
 7: Influencer Marketing. ...
 8: Affiliate Marketing.
 9. Reputation Marketing
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15.  1: Search Engine Optimization (SEO)
 SEO or search engine optimization is the process
of adjusting your website to improve its organic,
free, or “natural” placement in search results. SEO
consists of on-page factors (content, structure,
and user-friendliness) and off-page factors (links
from other sites, social shares, authority).
 SEO strategies involve adjusting certain elements
on your website so it meets Google’s requirements
while making sure your website presents the best
overall experience for visitors.
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16. 2: Search Engine Marketing (SEM)
 Search engine marketing or SEM is the
process of using paid search (Pay Per Click
ads) to gain website traffic. In the past, SEM
was used as an umbrella term that
encompassed SEO and paid search.
 Over time, as the digital marketing industry
evolved, the term SEM stopped being used
for both types of internet marketing
strategies, and has come to typically refer
exclusively to paid search activities
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17.  3: Pay Per Click or Pay Per Call (PPC)
 PPC marketing can be broken down into two
main categories: paid search (see above) and
paid social marketing. Ads are published on
search engines or social platforms, and
companies are charged every time their ad is
clicked.
 Google AdWords is the most popular paid
search platform, followed by Bing Ads, which
also serves search ads on Yahoo. Search
marketing encompasses display, mobile,
retargeting / remarketing, and paid social
advertising. 17

18. 4: Content Marketing
 Moz defines content marketing as the creation and
distribution of relevant, valuable content to communicate
with customers and achieve your marketing
goals. Content marketing strategies focus on
communicating with customers, rather than selling,
providing content that educates, amuses, or otherwise
provides value to customers on a consistent basis in order
to attract and retain a specific desired audience.
 Content encompasses virtually any information format
disseminated online such as blogs, videos, podcasts,
infograms, social media posts, and more. High quality
content plays a role in all the main types of online
marketing strategies, including SEO, PPC, social media
marketing, email marketing, etc.
18

19. 5: Social media marketing
Social media marketing is the use of
social media platforms and websites to
promote your business and connect
with customers. Social media
marketing does not necessarily drive
sales. Instead, it is often used to
increase engagement, build links and
bring content to the attention of
customers, and create a distinctive
“brand”.
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20. 6: Email marketing
 Email marketing is one of the most cost-
effective types of digital marketing
strategies. Email is often cited as the “more
effective replacement” for direct mail
marketing, as you can directly reach a wide
network of customers in an instant with
newsletters, ads, or reminders through
email. Email marketing can be very
specifically targeted using demographics
and other information to segment lists and
achieve the best result.
20

21. 7: Influencer marketing
 Influencer marketing is one of the newest
types of internet marketing strategies but it
is expected to become increasingly popular
in 2018. Influencers (individuals with a
strong social following) are paid to promote
your company’s products or services. When
you find influencers who are in line with
your company’s values and resonate with
your customers, this marketing strategy can
be highly effective for some companies.
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22. 8: Affiliate Marketing
Affiliate marketing is the process of
earning a commission by promoting or
advertising other companies’ products
or services. Affiliate marketing often
consists of promoting a product
through a blog or video, or featuring
ads on your website. You receive a
payment for every sale made through
your links.
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23.  9: Reputation marketing
 Reputation marketing consists of using press
releases, social media, and customer review
platforms to develop a positive perception of a
company. Online referrals and reviews have
become increasingly important in certain
industries such as the travel industry.
Reputation marketing involves developing a
distinctive brand, encouraging customers to
post reviews, and responding quickly to resolve
customer concerns or complaints on social
media and review platforms.
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24. Multilevel Marketing
Multilevel marketing (MLM) is a
strategy some direct sales companies
use to encourage existing distributors
to recruit new distributors who are paid
a percentage of their recruits' sales. The
recruits are the distributor's
"downline." Distributors also make
money through direct sales of products
to customers.
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25. ELEMENTS IN THE
COMMUNICATION PROCESS
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26. STEPS IN EFFECTIVE PROMOTIONAL
PROGRAMME
 Identifying the target audience
 Determining the promotion objectives
 Setting the promotional budget
 Selecting the right promotional tools
 Designing the promotion activities
 Scheduling the promotion activity
 Feedback from the Market
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27. Slide 18-23
Factors that influence the use of
promotional tools
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28. PROMOTION MIX STRATEGIES
Push strategy
Pull strategy
28

29. A comparison of push and pull
strategies
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30. Marketing and Society Marketing refers
to the process through which businesses
and organizations promote themselves
and their products by communication
with potential customers. Businesses
spend huge sums of money
on marketing to improve their sales,
but marketing also benefits society as a
whole in several key ways in developing
products to society for benefit them.
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31. Marketing benefits society in
general by improving people's lives
in two ways. The first it improves /
better more successful companies,
jobs are created. This generates
wealth for people, who are then
able to make purchases, which, in
turn, creates more jobs. 31

32. The second is Marketing develops
many more products and services to
the people in need and satisfy their
needs and wants there by the
standard of living improves. It also
solves the problems of public by
invention and innovation for the
development new products services
32

33. Legal responsibilities.
Follow laws and regulations
Economic responsibilities. Produce
and market goods / services that
society wants, and make
reasonable profits. Voluntary
responsibilities. Make social (EG
philanthropic) contributions to the
benefit of society. 33

34. Legal Responsibilities and Marketing Management
Laws and regulations by local, state, or central
governments have impact on sales management
Price discrimination. As per MRTP act, 1969, seller
should not discriminate prices among similar
buyers (e.g. retailers)
Price fixing. Under MRTP act, it is unlawful for
suppliers to fix prices
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35. Consumer protection. As per Consumer
Protection Act, 1986, it is illegal to make
false or misleading claims about products /
services
Bribes. Payment of money or giving gifts to
gain a customer is illegal under Indian
Contracts Act 1872 and Sale of Goods act,
1930. Sales managers must take
responsibility that laws are not violated
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36. Business Ethics and Marketing
Marketing managers and salespeople have ethical
responsibilities. Some of the ethical situations are:
Relations with the company. EGs. Expense
statements, credit for damaged merchandise
Relations with customers. EGs. Gifts, false
information to get business, customer entertainment
Ethical guidelines
A code of ethics developed by the company would
be effective if it is enforced by top management.
36

37. Corporate social responsibility means distinguishing
right from wrong and doing the right thing/activities.
Social responsibility is the management’s
responsibility to take decisions and actions for
welfare and interests of society and the company
A company has following four responsibilities to its
eight stakeholders: Customers, Community,
Creditors, Government, Owners, Managers,
Employees, and Suppliers, acronym: CCCGOMES
Ethical responsibilities. Deal with fairness, equity,
impartiality towards the different category of
people.
37

38. Global marketing is defined as
the marketing strategies of a
company to adapt to the conditions
of global market or other countries. If
a business chooses not to extend
internationally, it can face domestic
competition from international
companies that are extending their
international presence. 38

39. The Old and New Economies
The old economy differs from new
economy in that it relies on traditional
methods of doing business rather than
leveraging new cutting-edge
technology. This
traditional economic system dates
back to the Industrial Revolution and
revolves around producing goods as
opposed to the of information. 39

40. Demand-side Marketing is always
thinking and creating demand for the
goods and services produced by a
company. In fact the object of any
marketing program is to create demand
in the market and sell the same to the
society at profit. Creating demand and
selling is the principle in a competitive
Marketing. 40

41. 41