Promotion aims to inform, persuade, and remind the market about a product to influence their feelings, beliefs, and behaviors. The objectives of promotion are to build awareness, create interest, provide information, persuade, remind, entertain, and reinforce. Promotion consists of personal selling, advertising, sales promotion, public relations, and direct marketing. The appropriate promotional mix depends on factors such as the nature of the market, nature of the product, stage of the product life cycle, and availability of funds.
The promotional mix is one of the 4 Ps of the marketing mix. This presentation will equip the viewer with the importance of promotion and AIDA effects of each tool.
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Promotion & its factors
1.
2. “Promotion is the element in the marketing mix
that serves to inform, persuade, and remind the
market of a product or organization selling it, in
the hopes of influencing the recipients’ feelings,
beliefs, or behavior.” –William J. Staton
3. Objectives of promotion
• Build awareness
• Create interest
• Provide information
• Persuading
• Reminding
• Entertaining
• Re-enforcing
5. It consists of:
1. Personal selling
2. Advertising
3. Sales promotion
4. Public Relations
5. Direct Marketing
6. A. Nature of the market
• Geographic coverage
• Type of customer
• Market concentration
B. Nature of product
• Unit value
• Degree of customization
• Pre-sale and post-sale
service
C. Stage of the product life-
cycle
D. Availability of funds
