This document defines and provides examples of promotion and its various elements. Promotion refers to raising customer awareness of a product or brand, generating sales, and creating brand loyalty. It is one element of the marketing mix. The document discusses different promotional techniques including advertising, sales promotions, personal selling, direct marketing, and publicity. Examples are provided for each technique to illustrate common promotional strategies used by companies like Nike, Lays, and Dominos. The significance of promotion is that promotional items like printed t-shirts and bags help create brand awareness and visibility in a cost-effective manner.

1. MARKETING
AND
SERVICE MANAGEMENT
MEANING AND SIGNIFICANCE OF PROMOTION
TEAM
NAGARJUNA REDDY.Y
CHARAN.J
VIMARSHINI.G
PUNITHA.M

2. PROMOTION MEANING
 Promotion is a term used frequently in marketing and is
one of the market mix elements.
 Promotion refers to raising customer awareness of a
product or brand, generating sales, and creating brand
loyalty .
 It is one of the four basic elements of the market mix,
which includes the four P's: price, product, promotion, and
place.

3. Examples: NIKE
 Nike provide its customers flat
40% reduction on the product MRP.
 The objective of using this techniques
is to attract more new customers
and increase footfall of the store.
 The other objective of Nike is to
Clearance the stock and bring
the new brand.

4. LAYS
To go Australia
Duke
Orange Ride
Harley Davidson
Safe Helmet To Drive

5.  Promotion is also defined as one of five pieces in
the promotional mix or promotional plan.
 Personal selling
 Advertising
 Sales promotion
 Direct marketing
 Publicity
 A promotional mix specifies how much attention to pay to
each of the five factors, and how much money to budget
for each.

6.  A sale is the exchange of a commodity for money or
service in return for money or the action
of selling something.
 The seller or the provider of the goods or
services completes a sale in response to an acquisition,
an appropriation or a request.
 There is a passing of title (property or ownership) of
the item, and the settlement of a price. A seller agrees
upon a price which he willingly gives ownership of the
item.
PERSONAL SELLING

7. Examples:
In India, there are promotions as:
 Buy two 2litre bottles get
1litre bottle free.
 New media in which a special code
is at the back of the cap and you
need to text to code to a specific
number and there will be a lucky
draw out of it.
 Vouchers and coupons to
get free bottles.
 Buy Dominos Pizza and get
500ml bottle of coke.

8.  Advertising (or advertizing) is a form
of marketing communication used to persuade
an audience to take or continue some action, usually with
respect to a commercial offering, or political or ideological
support.
 In Latin, ad vertere means "to turn toward". The purpose
of advertising may also be to reassure employees or
shareholders that a company is viable or successful.
ADVERTISING

9.  Advertising messages are usually paid for
by sponsors and viewed via various old media; including
mass media such as newspaper, magazines, television
advertisement, radio advertisement, outdoor
advertising or direct mail; or new media such as blogs,
websites or text messages.

12.  Media and non-media marketing communication are
employed for a pre-determined, limited time to increase
consumer demand, stimulate market demand or improve
product availability.
 Examples
Coupons Point of purchase displays
Prizes Product Samples
SALES PROMOTION

13. DIRECT MARKETING
 Direct marketing is a channel-agnostic form
of advertising which allows businesses and nonprofit
organizations to communicate straight to the customer,
with advertising techniques that can include cell
phone text messaging, email, interactive consumer
websites, online display ads, catalog distribution,
promotional letters, targeted television commercials,
response-generating newspaper/magazine
advertisements, and outdoor advertising. Amongst its
practitioners, it is also referred to as Direct Response.

15. Publicity is the movement of information with the effect of
increasing public awareness of a subject. The subjects of
publicity include people (for example, politicians and
performing artists), goods and services, organizations of all
kinds, and works of art or entertainment.
PUBLICITY

17. SIGNIFICANCE OF PROMOTION
 Promotional supplies such a wrist band, printed bags, Printed tags,
printed t-shirts , etc. offer an affordable way to promote your brand
or product .
 they are useful to create brand awareness and give measurable
results.
 The nature of different types of promotional supplies don’t require
you to spend huge amount of money on advertising as the
promotional supplies , which you give way to your prospective
customers will do half for you.
 Giving way useful promotional items like wrist band printed bags,
Printed tags and other such item will reflect your professionalism
and help in boosting the image of your brand or company.
 It is advisable that purchase marketing supplies with a proper plan and
with a clear purpose and messages aimed at targeted customers.

18. Examples:
Wrist Band Printed Bags
American Tourister
Printed Tags Printed T-Shirts