The document outlines the importance of marketing communications, which inform and persuade consumers about products and brands, contributing to customer loyalty and brand equity. It discusses the promotion mix—by integrating tools such as advertising, personal selling, sales promotion, and public relations—and emphasizes the need for media selection and management based on budget, objectives, and target audience. Additionally, it highlights examples and strategies to enhance promotional effectiveness in a changing media landscape.

1. PROMOTION = MARKETING
COMMUNICATION
Promotional Mix, Tools, Objectives,
Media Selection & Management

2. What we are going to learn?
What is Promotion?
What is Promotional mix
and tools of promotion?
What are the objectives
of promoting?
How to select Media &
Manage it?
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3. Marketing Communication: Introduction
Marketing Communications are the means by which firms attempt to
inform, persuade, and remind consumers--Directly or Indirectly--
about the products and brands they sell. In a sense, they represent
the voice of the company and its brands; they are a means by which
the firm can establish a dialogue and build relationships with
consumers. By strengthening customer loyalty, they can contribute
to the customer equity.
Marketing communications also work by showing consumers how
and why a product is used, by whom, where and when. Consumers
can learn who makes the product and what makes the product and
what the company and brand stand for, and they can become
motivated to try or use it. This allows companies to link their brands
to other people, places, brands, experiences, feelings and things.
They can contribute to brand equity--by establishing the brand in the
memory and creating a brand image—as well as drive and even
affect shareholder value.
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4. Changing Promotional Environment
Technology and other factors have profoundly changed the way
consumers process communication, and even whether they choose to
process them at all. The rapid diffusion of powerful smart phones,
broadband and wireless internet connections, and ad-skipping DVRs
have eroded the effectiveness of the mass media. In 1960, a company
could reach 80% of U.S. women with one 30-second commercial aired
simultaneously on three TV networks: ABC, CBS and NBC. Today, the
same ad would have to run on 100 channels or more to achieve this
marketing feat.
But even as some marketers flee traditional media, they still encounter
changes. Commercial clunter is rampant. The average city dweller is
exposed to an estimated 3,000 to 5,000 ad messages a day. Short-
form video content and ads appear at gas stations, grocery stores,
doctor's offices and big box retailers.
Promotion in almost every medium and form have been on the rise,
and some consumers feel they are increasing invasive. Marketers must
be creative in using technology but not intrude in customer’s lives.
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5. Examples of Promotion
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6. Promotional Mix
• The Promotion Mix refers to the blend of several promotional tools used by the
business to create, maintain and increase the demand for goods and services.
• The fourth element of the 4 P’s of Marketing Mix is the promotion; that focuses on
creating the awareness and persuading the customers to initiate the purchase. The
several tools that facilitate the promotion objective of a firm are collectively known
as the Promotion Mix.
• The Promotion Mix is the integration of Advertising, Personal Selling, Sales
Promotion, Public Relations and Direct Marketing. The marketers need to view
the following questions in order to have a balanced blend of these promotional
tools.
• The elements of promotional mix is called tools of promotion and these tools
given of five initially by few authors but in the modern era its also got changed
there may be a lot.
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7. Tools of Promotion
• For effective promotion of any product or service there are a number of marketing
promotional tools that can be utilized in a promotion program. These should be
applied carefully according to the given circumstances, because every promotional
tool is suitable to certain circumstances. Following are the important types of
marketing promotional tools that must be in your mind:
1. Advertising
2. Sales Promotion
3. Events & Experiences
4. Public Relations (PR) & Publicity
5. Online & Social Media Marketing
6. Direct & Database Marketing
7. Personal Selling
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8. Any paid form of nonpersonal presentation
and promotion of ideas, goods, or services
by an identified sponsor via
• Print Media- Newspapers and Magazines
• Broadcast Media- Radio & TV
• Network Media- Telephone, Cable,
Wireless, & Satellite.
• Electronic Media- Audiotape, Videotape,
CD-ROM, Web Page.
• Display Media- Billboards, signs &
Posters.
Advertising
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9. A variety of short term incentives to encourage
trial or purchase of a product or service including
consumer promotions (such as samples, coupons
and premiums), trade promotions (such as
advertising and display allowances), and
business and sales force promotions (contents for
sales reps).
Let’s take a look at the promotion from Ruelala,
an online fashion shop.
Known for their membership only sales system,
offering access to a wide range of coveted
designers, Ruelala sent their members this
incredible deal offer: every clothing item for only
$29.99.
Sales Promotion
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10. Company-sponsored activities and programs
designed to create daily or special brand-related
interactions with consumers, including sports,
arts, entertainment, and cause events as well as
less formal activties.
As part of a triple branded stunt promoting the
“Jurassic World: Fallen Kingdom” movie, Amazon
and Jeep Wrangler drove a mysterious shipment
around LA – the largest box in the company’s
history to date – addressed to Owen Grady and
Claire Dearing (the movie’s protagonists).
Events & Experiences
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11. A variety of programs directed internally to
employees of the company or externally to
consumers, other firms, the govt., and media to
promote or protect and company's image and
indivdual product communication.
With over 360,000 people who binge watched
Stranger Things 2 within a day of its release, it’s clear
the show created unprecedented amounts of hype
leading up to its premiere date. it’s clear the show
created unprecedented amounts of hype leading up
to its premiere date. One of the stunts that built up
this hype was Lyft and Netflix’s Strange Mode prank.
By immersing Lyft customers in an environment that
was as terrifyingly strange and eerily similar to
Hawkins, Indiana, they made Stomranger Things
fans feel like they were actually in the Upside Down.
Public Relations and Publicity
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12. Online activities and programs designed to
engage customers or prospects and directly or
indirectly raise awareness, improve image, or
elicit sales of products and services.
Online and Social Media
Marketing
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Social media marketing is the use of social media
platforms to connect with your audience to build your
brand, increase sales, and drive website traffic. This
involves publishing great content on your social
media profiles, listening to and engaging your
followers, analyzing your results, and running social
media advertisements.
The major social media platforms (at the moment)
are Facebook, Instagram, Twitter, LinkedIn,
Pinterest, YouTube, and Snapchat.

13. Use of mail, telephone, fax, e-mail, or Internet to
communicate directly with ir solicit response or
dialogue from specific customers and prospects.
Database marketing involves the collection of
consumer data in order to understand their needs
and provide solutions through personalized
communication.
For example, a dental practice can have a database
to send personalized and relevant messages when
it comes time for its patients to schedule their next
cleaning. This level of personalization and
segmentation is one of many benefits of database
marketing.
Implementing a database marketing strategy is also
important because it helps businesses keep track of
active and inactive contacts. Inactive contacts can
either be reactivated or deleted to make room for
active ones.
Direct and Database
Marketing
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14. Face-to-face interaction with one or more
prospective purchasers for the purpose of making
presentations, answering questions, and procuring
orders.
A good example of personal selling is found in
department stores on the perfume and cosmetic
counters. A customer can get advice on how to
apply the product and can try different products.
Products with relatively high prices, or with complex
features, are often sold using personal selling. Great
examples include cars, office equipment (e.g.
photocopiers) and
many products that are sold by
businesses to other industrial
customers.
Personal Selling
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15. Communications Objectives
Increase Business:- Marketing promotions are used primarily to attract new
customers to a business. This can be done through a variety of promotional actions, such as
running targeted advertising campaigns, holding special events, or launching a social media
blitz.
Increase Sales:-Once people become customers of a business, another promotional
marketing objective is to encourage them to increase their spending.
Encourage Repeat Business:-The objective of retention marketing promotion is to
turn one-time customers into repeat customers. This can be done through collecting
customer contact information and putting the one-time buyers on a direct-mail or email
advertising list.
Brand Awareness:-To keep its name in front of consumers and reinforce its image, a
small business should have a marketing objective of building brand awareness. This can be
accomplished in part by being consistent in all marketing messages and using inexpensive
promotional products.
New Product Introduction:-The objective of promoting a new product launch
through marketing initiatives is to expand a company’s reach into new markets, while still
retaining its existing customer base. An example of this approach is a cleaning company that
expands its services to include handyman-type home repairs.
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16. Media selection and Management
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Budget:- What is your overall budget for advertising? Will your budget give
you the coverage you want? A firm that has a limited budget for advertising will
limit the amount of coverage certain media can provide. You will need to strike
a balance between budget and coverage.
Campaign Objectives:- One factor that will influence the budget and
coverage question is the objective of the campaign. If the objective is to raise
the brand awareness of the firm amongst the teenage market then this will
influence any decisions you make above. You may need to spend a little more
on certain publications in order to meet your objectives.
Target Audience:- The media you selected is obviously influenced by the
target audience. A firm must select media that the target audience is
associated with e.g. the magazines or paper that they read, or the social
networking site they use.
Focus:- What is the message focus going to be? Will the message be
emotional and work on guilt or will the message be clear cut and say why the
firm is better than the leading player?

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Readership of Media:- What is the readership of the media you wish to
select? Readership is the number times a publication has been read, so if I pick up
newspaper on the train, read it and leave it on the train and that same newspaper
has been read by 10 other commuters, the readership in total is 11.
Circulation of Media:- A firm will need to find out what the overall circulation
of the media chosen is. So how many publications are sold, and exactly who reads
them.
Timing:- When do you want the advertising campaign to start? Is it specific to a
particular time of the year e.g. Easter or Christmas?
Conclusion:- So when selecting your media for advertising you need to take into
account all of the above factors into account to maximise the success of your
advertising campaign. The importance of a particular factor will depend on the
campaign in question so it will be important to prioritise the list in a manner that
suits you and your campaign.

18. How to advertise ?( A Premium Content )
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19. Any Queries?
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20. THANKYOU
Mohammad Nadeem
Kya Karoge usko
ndeemb5513@gmail.com
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