The document discusses the role of promotion in marketing, emphasizing the promotion mix and steps for effective communication like identifying the target audience and designing the message. It outlines various communication channels, budget-setting methods, and marketing techniques such as advertising, personal selling, and direct marketing. Additionally, it contrasts mass marketing with direct marketing, highlighting the importance of feedback collection and building customer trust.

1. INTRODUCTION
TO
PROMOTION

2. Promotion & Communication
0 Promotion is the communications part of marketing.
0 promotion provides customers with information and
knowledge in an informative and persuasive manner.
- Information & knowledge can be communicated using
promotion mix.

3. What is
promotion mix?

4. The steps of developing
effective communications
Identify the
target
audience
Determine the
communication
objective
Design the
message
Feedback
collection
Message
selection
Media
selection

5. Identify the target audience
end user
existing consumers
person deciding on purchases
future customers

6. Determine the communication
objective
• - awareness
• - knowledge
Buyer
readiness • - preference
• - conviction
level:
• - purchase

7. Determine the communication
objective
Buyer
readiness
level:
•
•
•
•
•
•
- Awareness
- Knowledge
- Liking
- Preference
- Conviction
- Purchase

8. Design the message
AIDA MODEL
A
I
D
A
•attention
•interest
•desire
•action

9. Media Selection
Main objective – must purchase by target
audience
Personal
communication
channel
• Two or more person
communication directly
with each other.
• Face to face
• telephone
• Mail
• Fax
Non-personal
communication
channel
• Directed to the end user
market.
• Printed media
• Broadcast media
• Display media
• Online media

10. Message Source Selection
0 How to convinced the audience.
0 message source must be credible to gain customers
trust and beliefs.
0 professionals and celebrities as spokesperson
0 eg:
Siti Nurhaliza promote Simply Siti

11. Feedback collection
do the audience remember the
massage?
how many times did they watch it?
what is the main content that they
remember about the message?
how is their behavior now as compared to
before towards the product and the
company?
How do they feel towards the
message?

12. ESTABLISHING THE TOTAL
PROMOTIONAL BUDGET
4
methods:
•
•
•
•
affordable
percentage-of-sales
competition
objective and-task

13. affordable
0 Depend on company financial:
- good financial
– promotion budget will be big
- financial problem - budget will be small
0 promotional program as the final expenses.

14. percentage-ofsales
0 Easy to be used – only need to decide on a percentage
of sales that changes from time to time.
0 eg: 10% of its sales will go to promotion.

15. competition
0 Easy to be used – only need to decide on a percentage
of sales that changes from time to time.
0 eg: 10% of its sales will go to promotion.

16. objective andtask
Identifying the
objective.
determining task
Determining cost

17. MARKETING COMMUNICATION
TECHNIQUES
(PROMOTION MIX)
• Advertising
• Sales
Promotion &
Merchandising
• Personal • Publicity
Sales
• Direct
Marketing

18. Advertising
Is any paid from of non-personal
presentation of ideas, goods, or services by
an identified sponsor.
paid promotions using mass media
one-way communication.

19. Setting advertising
objectives
Def : A specific communication task to
be accomplished with a specific target
audience during a specific period of
time.
Inform
Persuade
Remind
Compare

20. Personal selling
0 Involved a company’s a company sales people.
0 meeting face to face with the customer.
0 the most expensive method among other
promotional mixes.

21. Sales Promotion
0 Involved a company’s a company sales people.
0 meeting face to face with the customer.
0 the most expensive method among other
promotional mixes.

22. PUBLICITY /
PUBLIC RELATION
0 Nonpaid communication of information about an
organization’s product or services.
0 Roles of publicity
i. maintaining a positive public presence
ii. Handling negative publicity
iii. Enhancing the effectiveness of other promotional
mix elements

23. DIRECT MARKETING
0 Business communicate straight to the consumer with
advertising techniques such as: fliers, catalogue
distribution, promotional letters, and street
advertising

24. Example…
Direct Mail
Telemarketing
Email Marketing
Door-to-Door Leaflet Marketing
Broadcast faxing
Voicemail Marketing
Couponing
Popularity of Direct Advertising
Direct Selling

25. Factor in setting the promotion mix
Type of
product
& market
Push vs
Pull
strategy
Buyer
readiness
state
Product
life cycle

26. ELECTRONIC MARKETING
INTERNATE
MARKETING
DATA BASE
MARKETING
DIRECT
MARKETING

27. DIFFERENCES AMONG
ELECTRONIC MARKETING
• Associated with
internet
marketing.
• Captures data to
feeds firm’s
databases
• Is a process of
building,
maintaining and
using customer
databases.
• Is an interactive
system of
marketing which
uses one or more
advertising media.
ELECTRONIC
MARKETING
DATA BASE
MARKETING
DIRECT
MARKETING

28. DIFFERENCE OF MASS & DIRECT
MARKETING
• one way.
• Aimed at
customer
• Two way
• Interactive
with
customer
MASS
MARKETING
DIRECT
MARKETING