This document discusses promotion and the promotional mix. It defines promotion as communication with customers and middlemen to facilitate sales. The promotional mix includes advertising, personal selling, sales promotion, and publicity. Advertising is paid mass communication from an identified sponsor, while personal selling involves direct contact. Sales promotion uses short-term incentives. Publicity is unpaid communication in mass media. The importance, objectives, and methods of each element are described. An effective promotional strategy balances these tools based on product, customers, budget, and other factors.

1. Prepared by:-
Syed Zeshan
Hyder
Department of
tourism studies
Roll No:-30 -
MTTM-2018

2. Promotion
 Promotion is concerned with marketer’s
activities in communication both with members
of the target market and the middleman to
increase the chances that the planned
sequence of sales i.e. ownership transfers takes
place smoothly and efficiently
 Promotion acts as a medium through which we
can make the customers aware about the
various products in the market.

3.  Promotion is any marketing effort whose
function is to inform or persuade actual or
potential customers about the merits of
the given product or service for the
purpose of introducing a consumer either
to continue or to start purchasing the firms
product or service at the same
 Promotion is telling and selling .it is an
exercise in information ,persuasion and
influence. These three are inter related in
the sense that to inform is to persuade
and if a person is persuaded ,he is
informed

4.  Communication must to target the
audience effectively and efficiently.
 Activity that supports the
furtherance of a cause, or an aim.
 The publication of a product,
organization, or venture to increase
sales of public awareness

5. Importance of promotion
 Informing the people
 To convince
 To stimulate demand
 To differentiate the products
 Highlight the quality of the product
 To build image
 Creating awareness

6. Promotion Mix
 Promotion mix refers to the combination
of various promotional tools to be used
by an organization to provide
information to the customers about a
product and persuade them to purchase
it. these tools are advertising, personal
selling ,sales promotion and publicity.
What combination of these tools should
be made by a firm is an important
decision taken under promotion mix

7. Elements of Promotion Mix
 Advertising
 Personal selling
 Sales promotion ,And
 Publicity

8. 1.Advertising
 Advertising is a most commonly used tool for
promotion. It can be defined as a paid form of
impersonal presentation and promotion of goods
and services by an identified sponsor
 According too David Ogilvy. if you are trying to
persuade people to do something or buy
something it seems to me you should your
language in which they think
 According to Andy Travis ,we find that advertising
works the way the gross grass grows you can
never see it, but every week you have to move
the lawn.

9. Features of advertising
 It is a form of mass communication
 It is non personal
 It is done by an identified sponsor
 It is a necessary marketing function without which
consumer would never know of the existence of
product

10. Objectives of Advertising
 To apprise people about the product and create
their interest in the product
 To extend active support to personal selling
 To increase the volume of sales
 To create and maintain permanent demand for
the product
 To enhance the goodwill of the concerned
 To protect the people against the limitation
 To educate the people about the use and
application of the product
 To create confidence in the minds of the people

11. 2.Personal Selling
 Personal selling is a personal form of
communication where direct face to face
conversation takes place between the buyer and
the seller for the purpose of exchanging goods
and services
 Personal selling consists of contacting
prospective buyers of product personally
 You don’t close a sale ,you open a relationship if
you want to build a long-term successful
enterprise
Richard Buskrik
Patricia Fripp

12. Importance of personal Selling
 Effective promotional tool
 Flexible tool
 Minimizes wastage of efforts
 Customer attention
 Direct link with customers
 Helps in identifying needs
 Latest market information
 Generates demand of products
 Career opportunities

13. Sales Promotion
 It refers to the use of short term
incentives to persuade the people to
purchase the goods or services
immediately .These incentives are free
gift offer, distribution of free samples,
rebate sales contests etc.

14. Commonlyused sales promotionmethods
 Discount
 Refunds
 Product combination
 Quantity Gift
 Usable benefits
 Samples

15. Publicity
 Publicity is non paid and non personal form of
communication. It takes place when any news
regarding a product or a service is presented in a
mass media.
 More credibility.
 Mass research.
Advantage
s

16. Promotional strategies
 Promotional strategy consists of design of the
four promotional elements i.e. personal selling ,
advertising, promotion and publicity & the
development of a strategy to put this design into
practice.
 promotional strategy is generally influenced by a
host of factors ,viz. the nature of the product, the
nature of the customers, life cycle of the product’s
life cycle, funds available for promotion budget,
brand differention,purchase frequency, and
market penetration.

17. THANKS