The document discusses marketing communications mix, which refers to the variety of strategies used to advertise and promote a business or product line. It focuses on the five main aspects: sales promotions, personal selling, direct marketing, general advertising, and public relations. Together these make up an organization's promotional mix to alert consumers to product benefits and availability. The goal is to effectively communicate with customers through an integrated approach.

2. Also known as a promotional mix, a marketing
communications mix is a term used to describe the
varied strategies used to advertise and promote a
business or its product line.
The marketing communications mix focuses on four
broad classes of approaches that may be used to
alert consumers to the benefits and availability of
products.
The five essential aspects of this type of
communications mix include
Sales Promotions,
Personal selling,
Direct marketing efforts,
General Advertising, and
Public Relations.

4. Origin Latin Word “ad verter” which means to
attract.
Advertising objective can be categorized based
on whether the companies goal is to
1) INFORM
2) PERSUADE
3) REMIND
4) REINFORCE

5. According to American marketing
association
“Any paid form of non personal
presentation and promotion of Goods,
Services or Ideas by an identified
sponsor.”
Acc. To Philip Kotler,
“Advertising is non-personal form of
communication conducted through paid
media under clear sponsorship.”

7. Paid Form
Non-
Personal
PresentationPromotional
Identified
Sponsor

8. 1. Paid form
2. Non Identified Sponsor
3. Any form
4. Goods, Services, Ideas
5. Can be used by any organization
6. Speedy Communication
7. Mass Communicating
8. Advertising is an art
9. Advertising is not exact science
10. An Important Element of Promotion Mix
11. Motivate and inspires
12. Controlled

9. Crucial for a launch or announcement.
Source of revenue for publishers.
Promotes goods, services, ideas and
events.
Helps in increasing the sales.
Maximizes the profit of an advertiser.
Creates consumer awareness.
Educate society.
Monitoring of demand and supply.
Builds brand's image.
Generates employment.

10. Sales Promotion Offers incentives such as
coupons, discount vouchers, and short-
term sale prices which often tempt to
consumers into buying a product.
Definition of Sales Promotion
The American Marketing Association (AMA),
defines sales promotion as
“Media and Non-media marketing pressure
applied for a predetermined, limited period of
time in order to stimulate trial, increase
consumer demand, or improve product
availability.“

11. Value
REDUCED
PRICE
FREE GIFTS
ASSOCIATION
INCREASED
(REAL) VALUE
Engagement
Urgency

12. Consumer Sales Promotions.
Sales promotions targeted at the
consumer.
Trade Sales Promotions
Sales promotions targeted at retailers and
wholesale
Outside sales promotion activities
include advertising,
publicity,
public relations activities, and
special sales events.
Inside sales promotion activities
includes window displays,
product and promotional material display
and promotional programs such as
premium awards and contests

13. Stimulation
of sales
achieved
through
Contest
Games
Giveaways,
Premium
and Bonus
Offer
Exchange
Schemes
Price off offer
Coupons
Fair and
Exhibition
Trading Stamps
Scratch and
Win Offer
Money Back
Offer

18. https://www.youtube.com/watch?v=JIbZgZPgIls
https://www.youtube.com/watch?v=nWa3tUtQ5OU

19. From Me & Meri Maggi to Meri Maggi – 2
minute mein khushiyan, India’s favourite
noodle brand strives hard to remain her
favourite. The brand has roped in India’s
favourite superstar ‘Amitabh Bachchan’ to
herald the new positioning of ‘2 minute
mein kushiyan’.
Big B acts as the storyteller in the newly
launched TV commercials narrating real life
stories of Maggi loyalists and how it helped
bring 2 minutes of happiness into their lives.
Taking this message further by building
excitement around fans is the new
opportunity proposed by Big B – Fans can
now feature on the Maggi noodles pack
and ad, by sharing how they created 2
minutes of kushiyan with Maggi. For this the
brand has created an app on their
Facebook page titled ‘’ which is a 4-month
long cam Share your Maggi moment
capaign.

20. 1. Importance of sales promotion to producers
Attracts new customers + Increase in demand for
old products.
Increase in volume of production and sales
Decreases per unit cost.
As a result, profit increases.
+
Also increases effectiveness of personal selling,
advertisement and goodwill of the firm.

21. 2. Importance of sales promotion to intermediaries
No need to inform consumers about the
features, utility, price, etc of the products.
This saves labor and time.
As the businessmen get trade discount, gift,
bonus, etc from producers.
Sales volume increase
It results in more profit.
3. Importance of sales promotion to consumers
Direct benefits
• Free distribution of samples,
• Reduction in price,
• Coupon,
• Participation in competition etc.
Indirect benefits
• Increases their loyalty to the product and firm,
• Knowledge about the products,
• Improvement in their living standards etc.
• Availability of goods at cheaper price

22. https://www.youtube.com/watch?v=DK2jpPpct9w
https://www.youtube.com/watch?v=RYl9mN3ONSI

23. Definition
Face-to-face selling in which a seller attempts to
persuade a buyer to make a purchase.
Personal selling ( Sometimes referred to as
personalized selling )
An approach and efforts of a salesperson
To establish and grow rapport with a specific
customer.
To know the customer,
assess his or her needs and addressed.
For example. a real estate broker would use a
different sales presentation for a couple looking
for their first home than for a couple looking for
their second home.

24. 1. Feedback
2. Persuasion
3. Flexibility
4. Builds relationships
5. Efficient communicative interchange
6. Dyadic communication
7. Mutual benefit
8. Supplies of information
9. Promotes sales
10. Expensive
11. Assures the buyers

25. 1. It is a flexible tool
2. It involves minimum wasted
effort
3. It results in actual sale
4. It provides feedback
5. It complements advertising
6. It educates customers
7. It assists the society

26. Direct Marketing is one to one approach.
In direct marketing , the marketer and
the prospective customer directly interact
without the presence of any intermediary
like a wholesaler, retailer, etc.
Various vehicles of Direct Marketing.
•Direct mail,
•Direct response television or radio,
•Mail-order catalogues,
•Direct email,
•Internet,
•Telemarketing, etc,

28. Measurable
Response
Database
Transaction
Medium
Response
Mechanism
Interactive

29. Quicker
Sales
Better
Targeting
Tailored
Messages
Relationship
Building
Predictable Investment
and Returns
Enhance Profit
Aide to Market Research

30. VIDEO LINK

31. Building good relations with the company’s
various publics by obtaining favourable publicity,
building up a good corporate image, and
handling or heading off unfavorable rumors,
stories, and events.
Many people confuse public relation with
publicity, one of the tools of achieving the former.
While publicity is primarily concerned with
influencing audience by generating and
distributing newsworthy information through the
media,
Public relations does much more than that, like
participation in community affairs, fund-raising,
sponsorship of events, publicity of special
publications or even advertising.
The result of public relations activities may be
publicity.

32. Features
of Public
Relations
Securing
Cooperation
of Public
Successful
relation
with Public
Satisfying
different
Groups
Engaging
in Dialogue
Ongoing
Activity
Specialized
Activity

33. Assisting in the launch of new
products
Assisting in repositioning a
mature product
Building interest in a
product category
Influencing specific
target groups
Defending products
that have
encountered public
problems
Building the
corporate image
in a way that
reflects
favorably on its
products

34. ..Relevant PPTppt of coke cola promotional
mix.pptx