The document discusses various promotion strategies that companies use to inform customers about products and services. It describes above-the-line promotion using mass media advertising and below-the-line promotion using controlled media like direct mail. Common promotional activities include advertising, sales promotions, sponsorship, direct mailing, and public relations. Companies combine different activities to form a promotional mix based on cost, target market, and product characteristics. Promotional campaigns also consider the AIDA model of raising awareness, interest, desire, and action.

2. Promotion

3. Marketing Mix
Promotion
Ways that a company
may inform, persuade,
remind a target market
about their
products/services
Product
Price
Promotion
Place
Target
Market

4. What Will You Do To Sell
Your Product?

5. Promotion
 Strategies
to make the consumer
aware of the
existence of a product
or service
 NOT just advertising

6. Types of promotion
Above-the-line promotion
This uses mass media advertising over which a firm
has no direct control e.g. television, radio and
newspapers
Below-the-line promotion
This uses promotional media which the firm can
control e.g. direct mail, sales promotions, sponsorship
and social media

7. Promotional activities
 Advertising e.g. TV, billboards and internet.
 Sales promotions e.g. loyalty cards, BOGOF,
discounts & free gifts
 Sponsorship – a business pays to be associated with
another firm, event or cause
 Direct mailing – promotional material is sent to
potential customers by post/email
 Public relations – building the relationship between
the firm and the public by enhancing its reputation

8. Promotional mix
Most businesses use a combination of different
promotional activities.
The chosen promotional mix will depend on:
 Cost
 Target market
 Product
 Competitors

9. AIDA
Promotional campaigns often take into account the
AIDA model:
 Awareness - raising awareness of a product
 Interest – exciting interest in the product
 Desire – creating desire for the product
 Action – encouraging a purchase

10. Integrated Marketing
Communications
Personal selling
Public relations
Direct marketing
Sales promotion
Advertising

11. Reason for
a customer
to buy a
product

12. Unique Selling Proposition
Differentiates a product from
its competitors,
• lowest cost
• highest quality
• first-ever product of its
kind.
• Avis’ “We’re only number two.
We try harder” campaign.
• Domino’s “30 minutes or it’s
free” promise.
• FedEx’s “When it absolutely,
positively has to be there
overnight.”
• Southwest’s claim to be the
lowest-priced airline.

14. Advertising
Personal
Selling
Sales
Promotion
Public
Relations
Direct
Marketing
Reach Many Buyers, Repeat Message
Many Times, Impersonal, Expensive
Personal Interaction, Relationship
Building, Most Expensive Promo Tool
Wide Assortment of Tools, Rewards
Quick Response, Efforts Short-Lived
Very Believable, Dramatize a Company
or Product, Underutilized
Nonpublic, Immediate, Customized,
Interactive
Setting the Promotion Mix

15. Promotional Objectives
Unawareness
Conviction
Action
Preference
Liking
Knowledge
Awareness

17. Promotional Mix
 Involves personal and non-personal
communication techniques
 Is determined by three factors
 Geographical nature
 wide market requires mass coverage
 local market use personal selling
 Business’s target customers
 Shotgun promotion or consumer analysis
 Product’s characteristics
 High priced item use personal selling
 Inexpensive item use advertising

18. Billboard

19. Promotion Mix
Advertising
 Paid for impersonal presentation of an idea that is
identified with a business.
 Informs, persuades, reminds customers
 Conveys a consistent, enduring image that reinforces the
position of the product or company
 McDonald’s “I’m Loving It”
 Pepsi “The Pepsi Generation”
 Print – magazines, newspapers, direct mail
 Broadcast – television, radio
 Display – billboards, signs, posters
 Daily newspaper, weekly newspaper, telephone directory, direct
mail, radio, television, transit, outdoor, local magazine, posters
and leaflets, billboards, athletic arenas, park benches.
 Product and Institutional advertising

20. Newspaper Advertisement

21.  Short-term inducement to encourage trial or
purchase a product or service
 Aimed at consumers at the point-of-sale
 In-store displays or On-package
 Communication, incentive, invitation with
customers
 Contests, games, gifts, coupons, sampling, rebates,
exhibits, demonstrations, trade-in, point-of-purchase
discount, free weekends, video tapes.
 Offer promotions to top selling salespersons in
company or retail outlets selling the product

22. Face Book Business Page

23. Twitter Business Page

24. Nike
Instagram
Page

25. Personal Selling
 “Two-way communication for the purpose of making
sales and building customer relationships.”
 Face to face interaction with one or more prospective
purchasers, to make presentations, answer questions
 Provides a forum for immediate exchange of needs,
goals, ideas, and feedback
 Personal confrontation, relationship building, response
 Sales presentations, meetings, incentive programs,
samples trade shows

27. Public Relations
 Programs designed to promote and/or
protect a company’s image or its individual
products.
 Obtain favorable publicity, improve “corporate
image”, head off unfavorable rumors, stories,
events
 High credibility, ability to catch buyers off guard,
dramatization
 Press kits, speeches, seminars, charitable
donations, sponsorships, publications events,
company newsletter

29. Direct Marketing
 Using non personal contact
tools to communicate directly or
solicit a response for specific
customers and prospects
 Nonpublic, customized,
up-to-date, interactive
 Catalogs, mailings,
telemarketing, electronic
shopping, fax mail, e-
mail, voice mail