Lecture Session 4
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Promotion involves techniques for selling products and seeks to make potential customers aware of and knowledgeable about products, persuade them to like products, and persuade them to purchase products. The promotional mix includes advertising, personal selling, sales promotions, and publicity/public relations. Advertising involves paid, nonpersonal communication from an identified sponsor to inform audiences about a product, and can pursue awareness, persuasive, comparative, or reminder strategies using various media like television, newspapers, radio, magazines, outdoor displays, and the internet. Personal selling involves one-on-one communication between a salesperson and potential customers.
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Promotion involves using marketing techniques to make potential customers aware of products, provide information about products, and persuade customers to like and purchase products. The promotional mix includes advertising, personal selling, sales promotions, publicity, and public relations. Advertising involves paid, non-personal communication from an identified sponsor to inform audiences about a product, while personal selling uses one-on-one communication between salespeople and potential customers. Sales promotions are short-term activities to stimulate buying through tactics like coupons, premiums, and discounts.
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This topic will cover the definition of promotion, roles of promotion in event, advantages & important of event promotion, methods of event promotion and characteristics of an effective event promotion.
Marketing mix and sale promotion
This document provides an overview of marketing mix and sales promotion concepts. It begins with defining key marketing terms like the marketing process, customers, and the 4Ps of marketing mix - product, price, place, and promotion. It then discusses various promotion tools including advertising, public relations, sales promotion, and personal selling. It provides examples of each tool and discusses their advantages and disadvantages. The document aims to explain basic marketing management concepts.
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1. Setting objectives such as being informative, persuasive, acting as a reminder or reinforcement.
2. Deciding on an advertising budget based on factors like the product's lifecycle stage and competition.
3. Creating the advertising message and selecting the appropriate media like television, print, or film.
4. Evaluating the advertising effectiveness through metrics like reach, frequency, and impact or by examining communication effects and sales effects.
Sales promotional tools
1. Sales promotion tools are direct inducements used to create immediate sales and can be targeted at consumers or the trade.
2. Common consumer-oriented tools include samples, coupons, premiums, contests and sweepstakes, rebates, and bonus packs, while trade-oriented tools include trade shows, allowances, and point-of-purchase displays.
3. The goal of trade promotion is to influence retailers to promote and stock products through incentives like contests and discounts.
Comparative study of tools of promotion mix
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This document provides an overview of key concepts in marketing communication and promotion. It discusses the role of promotion in informing, persuading, and reminding potential buyers. Promotion strategies aim to use advertising, public relations, sales promotion, and personal selling optimally based on the product life cycle stage, target market, and type of buying decision. The promotional mix combines these tools to reach audiences. Integrated marketing communications coordinates messaging across contact points. Factors like the product, market, and budget influence which promotional tools to employ.
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Promotion mix
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Effect of sales promotion on brand equity
A final objective for sales promotion is to enhance or support the integrated marketing communications effort for a brand or company. While building or maintaining brand equity was traditionally viewed as something that was done through media advertising, it has also become an important goal for marketers as they develop their sales promotion programs.
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Promotion mix
This document provides an overview of promotion mix, including the meaning and objectives. It discusses the different kinds of promotion like informative, persuasive, and reminder promotion. It covers the various approaches and elements of promotion mix such as advertising, personal selling, sales promotion, and public relations. Advertising, personal selling, and sales promotion techniques are explained in further detail. The document also discusses the roles and qualities of an effective salesperson and how public relations can benefit a company.
Integrated marketing communication
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The promotion mix
The promotional mix refers to the combination of different types of promotion used to keep products in customers' minds and stimulate demand. The ongoing promotional activities that make up the promotional mix include advertising, sales promotion, public relations, personal selling, and direct marketing. Each activity has its own strengths - advertising reaches large audiences with high frequency but is impersonal, while personal selling allows for feedback in building strong customer relationships.
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This document provides an overview of marketing mix and sales promotion concepts. It begins with defining key marketing terms like the marketing process, customers, and the 4Ps of marketing mix - product, price, place, and promotion. It then discusses various promotion tools including advertising, public relations, sales promotion, and personal selling. It provides examples of each tool and discusses their advantages and disadvantages. The document aims to explain basic marketing management concepts.
What are the steps required in developing an advertising program
The key steps required in developing an advertising program are:
1. Setting objectives such as being informative, persuasive, acting as a reminder or reinforcement.
2. Deciding on an advertising budget based on factors like the product's lifecycle stage and competition.
3. Creating the advertising message and selecting the appropriate media like television, print, or film.
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Sales promotional tools
1. Sales promotion tools are direct inducements used to create immediate sales and can be targeted at consumers or the trade.
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3. The goal of trade promotion is to influence retailers to promote and stock products through incentives like contests and discounts.
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The document compares different tools of a promotion mix, including advertising, sales promotion, personal selling, direct response marketing, and public relations. It defines each tool and discusses their purpose, time frame, cost, sales impact, and differences between tools. For example, it notes that advertising aims for long-term brand building at a higher cost, while sales promotion seeks short-term sales increases at a lower cost. Personal selling allows customizing messages but is more expensive than other options.
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Advertising
Advertising provides product information, incentives to take action, and reminders to reinforce brand messages. Effective ads gain attention through creativity and execution to meet advertiser and consumer objectives. The key players in advertising are the advertiser, agency, media channels, vendors, and target audience. An advertising plan identifies the target audience, message strategy, and media strategy to match the right audience with the right message through the right medium.
MARKETING-CH10
The document discusses various marketing communication tools including advertising, sales promotion, public relations, personal selling, and direct marketing. It emphasizes the importance of integrating these different communication channels to deliver a clear and consistent message. It also covers topics like developing effective communication strategies, setting advertising objectives and budgets, and selecting appropriate advertising media and timing.
Module 8 the promotional mix
The document discusses integrated marketing communications and the promotion mix. It defines the key elements of the promotion mix as advertising, sales promotion, public relations, and personal selling. It also outlines steps in developing effective marketing communications, including identifying the target market, determining communication objectives, designing messages, choosing media, and collecting feedback. Additionally, it discusses setting the total promotion budget and the importance of socially responsible marketing practices.
An introduction to IMC
This document provides an overview of integrated marketing communications (IMC), which involves coordinating different promotional disciplines including advertising, direct marketing, sales promotion, publicity, and personal selling to provide clarity, consistency and maximum impact. It discusses shifts in marketing from mass media advertising to other forms and channels like digital. Key promotional tools like advertising, publicity, direct marketing, sales promotion, public relations and their classifications/uses are defined. Factors that differentiate advertising and publicity are outlined. The importance of developing an integrated marketing plan with situation analysis, objectives, strategy, implementation and evaluation is also highlighted.
Promotion mix
The promotional mix refers to the combination of marketing communication tools used to promote a product. It typically includes advertising, sales promotions, public relations, personal selling, and direct marketing. Each tool has its own strengths and weaknesses in terms of cost, reach, ability to personalize a message, and impact on long-term brand awareness versus short-term sales. Companies must strategically select and integrate the appropriate mix of tools to promote their products effectively.
Integrated marketing & marketing communicatio
This document discusses integrated marketing communication and promotion. It defines integrated marketing communication as integrating all methods of brand promotion to promote a product or service among target customers. The communication mix includes advertising, personal selling, sales promotion, public relations, events, publicity and direct marketing. Factors that influence the communication mix include the product type, use, complexity, purchase frequency, funds available, market type and size, competition level, and promotional objectives. The document also discusses advertising, sales promotion and evaluating effectiveness.
4604431
Advertising is a form of non-personal promotion used by businesses, non-profits, and professionals to build brand awareness and demand. Major decisions in advertising include setting objectives, budgets, messages, and evaluating effectiveness. The document also discusses sales promotion techniques like coupons, premiums, and contests used to incentivize purchases, and public relations which involves building goodwill through favorable publicity and managing corporate image.
Advertisement role in promotional mix
About promotional mix
here you can find about techniques of advertisement
And this presentation shows about all advertisement in all over
Chapter five
The document provides an overview of key marketing concepts including the meaning and definitions of marketing, marketing mix, marketing strategies, and customer service. It defines marketing as identifying and satisfying customer needs through the marketing mix of product, price, place, and promotion. The marketing mix and strategies such as pricing, promotion, and distribution strategies are also summarized. The document also discusses marketing philosophies, marketing information systems including marketing research and competitive analysis, and the importance of customer satisfaction.
Promotion Mix
Marketing Communication Mix, Promotion MIx, Promotion Tool, Advertising, direct marketing, personal selling, sales promotion.
Promotion mix
This document discusses the key elements of promotion, including advertising, public relations, personal selling, and sales promotion. It defines each element and provides examples. Additionally, it covers topics like the promotion mix, promotion objectives, promotion budgets, and legal/ethical issues in pricing. The overall purpose is to introduce the main components involved in developing an effective promotional strategy.
Selling and Marketing
The document discusses various topics related to sales and marketing, including different types of sales organizations (functional, area-based, product-based, end-use based), the difference between the selling concept and marketing concept, market research, advertising, sales promotion, distribution channels, and characteristics of good advertisements. It provides an overview of key considerations and approaches for organizing a sales force and conducting sales and marketing activities.
Reach a Global Audience_ Top Global Influencer Marketing Agencies.pdf
In today's digital age, reaching a global audience is a paramount goal for businesses looking to expand their brand presence and increase their market share. One highly effective strategy for achieving this is through influencer marketing. Leveraging the popularity and influence of key individuals on social media platforms, influencer marketing allows brands to connect with consumers in a more authentic and engaging way.
Market advertizing
The document outlines the roles and responsibilities of 12 group members for a project on advertising and public relations. Group member 1 is the group leader and is responsible for the history and definition of advertising. Other members are responsible for advantages and disadvantages, types of advertising, objectives, budgets, strategies, media selection, evaluation, public relations, and tools. The document then provides details on various topics within advertising and public relations including history, objectives, budgets, strategies, evaluation, and public relations.
intro to ad
The document discusses the key elements of effective advertising, including strategy, creativity, and execution. It outlines the five players involved - advertisers, agencies, media, vendors, and target audiences. The evolution of advertising from print to modern integrated approaches is examined, as well as current issues like the promise and challenges of interactive advertising.
Advertising and Sales Promotion concepts
This document provides information about advertising and sales promotion, including definitions and concepts. It discusses:
- The meaning and definition of advertising according to various sources.
- The characteristics of advertising such as it being a paid form of communication and a tool for promotion.
- The objectives of advertising which are to inform, persuade and remind.
- The importance of advertising to both customers and businesses.
- The different types, advantages, disadvantages and processes involved in advertising.
Advertising concepts , Importance and its Types
This document provides information about advertising concepts including definitions, characteristics, objectives, importance, promotion mix, types, processes, classification, advantages, and disadvantages. Some key points:
- Advertising is a paid, non-personal communication from an identified sponsor to inform or persuade target audiences. It is one part of a company's promotion mix.
- The main objectives are to inform, persuade, and remind audiences. Advertising benefits customers by increasing awareness and quality, and benefits businesses by building brand awareness, image, and sales.
- The promotion mix includes advertising, personal selling, sales promotion, public relations, and direct marketing. Common types of advertising include print, broadcast, outdoor, digital, and product integration
Promotional mix
The document discusses various aspects of promotion mix, including the key elements of promotion mix such as advertising, sales promotion, public relations, and personal selling. It defines these elements and provides examples. The objectives of promotion are also outlined as building awareness, creating interest, providing information, and stimulating demand. Factors that guide selection of promotion mix include the nature of the product market, overall marketing strategy, buyer readiness stage, and product life cycle stage.
21st & 22nd & 23rd & 24th Classes on ABM 506 .pdf
This document discusses various topics related to agricultural marketing and marketing communication, including:
1. The nature of marketing communication, which aims to influence target markets so consumers feel enthusiastic about a company's offerings.
2. The major types of marketing communications like advertising, digital marketing, direct marketing, personal selling, public relations, and sales promotion.
3. Interactive marketing, which uses two-way communication channels to allow direct consumer engagement.
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Lecture Session 4
- 2. What Is Promotion? Aspect of the marketing mix concerned with the most effective techniques for selling a product
- 8. The Consumer Buying Process and the Promotional Mix
- 9. What Is Advertising? Promotional tool consisting of paid, nonpersonal communication used by an identified sponsor to inform an audience about a product
- 11. What Is Advertising Media? Variety of communication devices for carrying a seller’s message to potential customers
- 13. What Is an Advertising Campaign? Arrangement of ads in selected media to reach targeted audiences
- 14. What Is an Advertising Agency? Independent company that provides some or all of a client firm’s advertising needs
- 15. What Is Personal Selling? Promotional tool in which a salesperson communicates one-on-one with potential customers
- 16. What Is Telemarketing? Use of telephone solicitations to conduct the personal selling process
- 19. What Is a Sales Promotion? Short-term promotional activity designed to stimulate consumer buying or cooperation from distributors, sales agents or other members of the trade
- 22. What Is Publicity? Promotional tool in which information about a company or product that is transmitted by general mass media
- 23. What Is Public Relations? Company-influenced publicity directed at building goodwill with the public or dealing with unfavorable events