This document discusses various aspects of promotion mix used in marketing. It defines promotion as communicating with customers to inform, persuade and remind them about products and services. The promotion mix includes advertising, sales promotion, public relations, personal selling and direct marketing. It also outlines factors that influence the promotion mix like objectives, budget, market nature and product life cycle. Finally, it provides details on specific promotional tools like advertising, public relations, publicity and personal selling.

1. SESSION:2022-2023
SUBJECT:-principleof marketingmanagement
SUBMITTEDTOTHEPARTICALFULFILLMENTOF FORTHEAWARDOF THEDEGREEOF
BACHELOROF BUSINESSADMINISTRATION
ASA PARTOF
SEMESTER2
SUBMITTEDBY
Priyanshutrivedi
22BBAN444
UNDERTHEGUIDANCEOF
MS.Rashmimam

2. MEANING
• PROMTION IS THE COMPONENTN OR ELEMENT OF MARKETING MIX THAT IS
ASSOCIATED WITH INFORMING, PERSUADING AND REMINDING THE MARKET
ABOUT THE PRODUCT AND OFFERS, PRICE, AND AVAILABILITY WHICH
DIRECTLY OR INDIRECTLY AFFECT THE CONSUMER BEHAVIOR AND
ORGANIZATIONAL SALES.
• According to Philip Kotler :- “Promotion includes all the activities the company
undertakes to communicate and promote its products to the target market”.

3. PROMOTION MIX
• A COMPANY’S TOTAL MARKETING COMMUNICATION MIX – ALSO CALLED AS PROMOTION MIX
CONSISTS OF THE SPECIFIC BLEND OF ADVERTISING, SALE PROMOTION, PUBLIC RELATION,
PERSONAL SELLING, AND DIRECT MAKETING TOOL THAT THE COMPANY USES TO PURSUE ITS
ADVERTISING AND MAKETING OBJECTIVES.
i. ADVERTISING:- ANY PAID FORM OF NON-PERSONAL PRESENTATION AND PROMOTION OF IDEAS,
GOODS OR SERVICES BY AND IDENTIFIED SPONSER.
ii. SALESPROMOTION:- SHORT TERM IN INCENTIVES TO ENCOURAGE THE PURCHASE OR SALE OF A
PRODUCT OR SERVICE.
iii. PUBLICRELATIONS:- BUILDING GOOD RELATIONS WITH THE COMPANY’S VARIOUS PUBLICS BY
OBTAINIG FAVORABLE PUBLICITY, BUIDING UP A GOOD COPORATE IMAGE AND HANDLING OR
HEADING OFF UNFAVORABLE RUMORS, STORIES AND EVENTS.
iv. PERSONALSELLING:- PERSONAL PRESENTATION BY THE FIRM’S SALES FORCE FOR THE PURPOSE OF
MAKING SALES AND BUILDING CUSTOMER RELATIONSHIPS.
v. DIRECTMARKETING:- DIRECT CONNECTIONS WITH CAREFULLY TARGETED INDIVIDUAL CONSUMERS
TO OBTAIN AN IMMEDIATE RESPONSE AND CULTIVATE LASTING CUSTOMER RELATIONSHIPS

4. FACTORSAFFECTINGDETERMINATIONOF PROMTIONMIX
1.PROMOTION OBJECTIVE
2.PROMOTION BUDGET
3.NATURE OF MARKET
4.NATURE OF PRODUCT
5.PRODUCT LIFE CYCLE
(PUSH, PULL, INTERPERSONAL, MASS COMMUNICATION)

5. PROMTIONOBJECTIVE
• FOR CLEAR INFORMATION OBJECTIVE –ADVERTISEMENT AND
PROPAGATION
• FOR ASSURANCE OBJECTIVE –PERSONAL SELLING AND
ADVERTISMENT
• FOR ORDER/DEMAND OBJECTIVE –ADVERTISMENTS
NATUREOF MARKET
• SMALL MARKET –ONE WAY METHOD/PERSONAL SELLING
• BIG MARKET –MORE THAN ONE MEDIUM
• CONSUMER MARKET –ADVERTISEMENT AND SALES PROMOTION

6. NATUREOF PRODUCT
• FOR CONSUMER GOODS –ADVERTISEMENT
• FOR INDUSTRIAL GOODS –PERSONAL SELLING
• FOR LOW PRICED GOODS –ADVERTISEMENT AND LOCAL
PROMOTIONAL
• FOR HIGH PRICED GOODS –PERSONAL SELLING AND LOCAL
ADVERTISEMENT
• FOR SPECIAL GOODS –PERSONAL SELLING AND PROPAGATION
PRODUCTLIFECYCLE
• @INTRODUCTION STAGE –ADVERTISEMENT AND PROPAGATION

7. TYPES OF PROMOTIONAL TOOLS
1. Advertisement
2. Public relation
3. Publicity
4. Personal Selling

8. ADVERTISEMENT

9. ADVERTISEMENT
ADVERTISING IS NOTHING BUT A ANY PAID FORM OF NON-PERSONAL
PRESENTATION AND PROMOTION OF IDEAS, GOODS OR SERVICES BY AN
IDENTIFIED SPONSOR WITH A VIEW TO DISSEMINATE INFORMATION
CONCERNING AN IDEA, PRODUCT OR SERVICE.
THIS IS A POWERFUL ELEMENT OF THE PROMOTION MIX. ESSENTIALLY
ADVERTISING MEANS SPREADING OF INFORMATION ABOUT THE
CHARACTERISTICS OF THE PRODUCT TO THE PROSPECTIVE CUSTOMERS WITH A
VIEW TO SELL THE PRODUCT OR INCREASE THE SALES VOLUME.

10. THEMAINFEATURESOF ADVERTISEAREASUNDER:
IT IS DIRECTED TOWARDS INCREASING THE SALES OF BUSINESS.
ADVERTISING IS A PAID FORM OF PUBLICITY
IT IS NON-PERSONAL. THEY ARE DIRECTED AT A MASS AUDIENCE
AND NOR AT THE INDIVIDUAL AS IS IN THE CASE OF PERSONAL
SELLING.
ADVERTISEMENT ARE IDENTIFIABLE WITH THEIR SPONSOR OF
ORIGINATOR WHICH IS NOT ALWAYS THE CASE WITH PUBLICITY OR
PROPAGANDA.

11. PUBLICRELATIONS
• Public Relations are the management function that identifies, establishes and
maintains mutually beneficial relationships between an organization and the
various publics on whom its success or failure depend.

12. PUBLICRELATIONSCHARACTERISTICS
• It is dynamic : It is one of continuous and constant changes which requires
adjustment in order to maintain existing relationships and building new ones.
• It is analytical : This deals with a process of determining and analyzing a
situation and the factors that influence it.
• It is planned : Goals are set together with priorities in accordance with the
problem or the situation analysis and with in the limit of time and budget.
• It implies action : This is a process that deals with the changing needs and the
implementation of alternative strategies in order to deal with the changing
needs and demands of the public.
• It requires evaluations : The performance is evaluated by the achievement of
goals.
• It demands adjustment : T

13. PERSONAL SELLING
• Personal selling consists of contacting prospective buyers of product
personally.
• The oral presentation in a conversation with one or more prospective
purchasers for the purpose of marketing sales.

14. PROSANDCONSOF PERSONALSELLING
PROS
• Two-way communication
• Complete message
• Lack of distraction
• Involvement in decision
making
• Sources of research
information
CONS
• High cost
• Poor reach of many
• Ethical problems
• Conflicts
• Inconsistent message

15. CHARACTERISTICSOF PERSONALSELLING
• Sellers & Buyers in DIRECT CONTACT with one another.
• Personal selling involves conversation b/w sellers and prospective buyers
regarding quality, price, use, etc.
• Personal selling involves the sale of goods and services PERSONALLY.
• In personal selling, sellers wants to CONVINCE the buyers about the goods and
services which he wants to sell.
• Personal selling is the best means of TWO-WAY COMMUNICATION
continuously b/w enterprise and its customers

16. PUBLICITY
It is non personal and non paid form of a communication.
It includes promoting the product through media.
It usually comes in the form of news story, editorial, or
announcements about an organization and /or its product
and services.
Techniques used to gain publicity include news releases,
press conferences, feature articles, photographs, films and
videotapes.

17. CHARACTERISTICS OF PUBLICITY
• Non-Paid Form: Publicity is a non-paid form of promotion. All of the media
coverage is organic.
• Non-Paid Form: Publicity is a non-paid form of promotion. All of the media
coverage is organic.
• No Control: The brand has no control over message, time, frequency,
information, and medium.
• Focuses On A Broader Audience: Publicity isn’t targeted marketing. It focuses
on the shotgun approach, where the information is publicized to a broader
audience.
• Credible: The target audience considers publicity to be a more credible form of
communication as it uses trustworthy channels like news outlets.
• Short-Term Focus: Publicity is a promotional strategy focused on fulfilling

18. CONCLUSION
It may be concluded that advertising, personal selling, and
even sales promotion are typically used during the
introduction stage. During the second stage, more
aggressive advertising and sales promotion strategies are
implemented. The third stage involves more aggressive
advertising and personal marketing.