2. “Promotion is to increase the sales volume of
Product through Communication Networks or
Promotion Methods i.e. Personal Selling,
Advertising, Sales Promotion and Public
Relations”
Designed By Muhammad Waqas Chughtai
3. 1. Personal Selling: it is a direct presentation of product to
ultimate consumer by a representative of the organization.
Personal selling takes place face-to-face or over the phone
and it may be directed to a business personal or final
consumer.
2. Advertising: It is non-personal communication paid
for by a clearly identified sponsor promoting ideas,
organizations or product. The most familiar outlets for ads
are the Electronic and Print Media.
3. Sales Promotion: it is demand-stimulating activity
designed to supplement advertising and facilitate personal
selling. It is paid for by the sponsor and frequently involves
a temporary incentives to encourage a sale or purchase. It
includes a wide range of trade shows, contests, discounts,
coupons etc.
Designed By Muhammad Waqas Chughtai
4. 4. Public Relation: It is a wide variety of communication
efforts to contribute to generally favorable attitudes and
opinion toward an organization and its Products.
Designed By Muhammad Waqas Chughtai
5. IMC is a strategic business process to plan, develop,
execute and evaluate coordinated communication with an
organization’s public.
IMC Process
Encoding Transmission Decoding Feed Back
Designed By Muhammad Waqas Chughtai
6. A Promotional Mix is an organization’s combination of
Personal Selling, Advertising, Sales Promotion and Public
Relations.
Promotional Mix involves a number of strategic decisions
about five factors.
1. Target Audience
1. Promotion Objectives
1. Nature of Product
1. Stage in Product Life Cycle (PLC)
2. Availability of Funds
Designed By Muhammad Waqas Chughtai
7. Target Audience may be final consumer, who could
be further defined as existing customer or new
prospects.
Two promotional strategies are used for target
audience.
1. Push Strategy: The product is pushed through
the channel.
1. Pull Strategy: Promotion is directed at end user
or ultimate consumer. This intention is to
motivate them to ask retailers for the product.
Designed By Muhammad Waqas Chughtai
9. 1. Awareness: A seller’s task is to let the buyer
knows that the product exists.
2. Knowledge: Knowledge goes beyond
awareness to learning about a product’s
features.
3. Liking: it refers to how the market feels about
the product.
4. Preference: It involves distinguishing among
brands such that the market finds your brand
more attractive than alternatives.
5. Conviction: it entails the actual decision or
commitment to purchase.
Designed By Muhammad Waqas Chughtai
10. 1. Unit value of Product
1. Degree of Customization
Designed By Muhammad Waqas Chughtai
11. Market Situation Promotion Strategy
Introduction Stage
Customer are not aware of the product’s Inform and educate potential customers
features nor do they understand how it that the product exists.
will benefit them.
Growth Stage
Customer are aware of the product’s Stimulate selective demand as
benefits. The product is selling well and competition grows. Increase emphasis
middlemen want to handle it. on advertising. Middlemen share more
of the total promotional efforts.
Maturity Stage
Competition intensifies and sales level Advertising is used more to persuade
off. rather than only to provide information.
Decline Stage
Sales and profits are declining. All promotional efforts are cut back
substantially. The focus moves to
reminding remaining customers.
Designed By Muhammad Waqas Chughtai
12. 1. All funds available
2. Following Competition
3. Regulation of Promotion
Designed By Muhammad Waqas Chughtai
