A company communicates with customers through various tools in its promotion mix, including advertising, sales promotion, personal selling, and publicity. The factors that guide a marketer's selection of promotion tools are the nature of the product market, overall marketing strategy, buyer readiness stage, and product life cycle stage. Advertising is a paid, non-personal form of promotion through media outlets. Personal selling involves one-on-one communication to make sales. Sales promotion relies on advertising, personal selling or publicity to provide temporary incentives. Publicity uses unpaid media coverage to build brand image. An effective promotion strategy creates a "hierarchy of effects" moving customers from attention, to interest, to desire, and finally to action.

1. How does a Company communicate with
its customers?
Presented by
Tazeen Azeem

2. What is promotion?
It refers to the use of
communication with the
twin objectives of
informing potential
customers about a
product and persuading
them to buy it.
Tools Of Promotion Mix
•Advertising
•Sales Promotion
•Personal Selling
•Publicity

3. The factors that guide a marketer’s
decision in selecting a promotion mix are:
•Nature of the product market
•Overall marketing strategy
•Buyer readiness stage
•Product life cycle stage

4. ADVERTISING
• Paid
The company whose product has to be marketed has to bear
the advertising cost.
• Non-personal
There is no personal connection between the firm and the
public who reads or sees the advertisement.
• Through Media or Identified sponsor.
Radio, T.V, internet, newspaper advertising are the most
effective method of advertising. It is undertaken by some
identified individual or company who makes the advertising
efforts and also bears the cost of it.
• Most visible form of all promotion
A particular product can be marketed through putting up of
posters, banners, television ads, radio or on the internet.

5. PERSONAL SELLING
•Paid
•One- two- one
•Canned sells Technique
Personal selling is oral communication with
potential buyers of a product with the intention
of making a sale.
The personal selling may focus initially on
developing a relationship with the potential
buyer, but will always ultimately end with an
attempt to quote & close the sale.
Personal selling is one of the oldest forms of
promotion.
It involves the use of a sales force to support a
push strategy (encouraging intermediaries to
buy the product) or a pull strategy (where the
role of the sales force may be limited to
supporting retailers and providing after-sales
service).

6. SALES PROMOTION
•Paid
•Non- recurrent
•Rely on Advertisement , Personal
Selling or Publicity
A type of marketing aimed either at the
consumer or at the distribution channel
(in the form of sales-incentives).
It is used to introduce new product,
clear out inventories, attract traffic, and
to lift sales temporarily.

7. PUBLICITY
•Non-paid
•Personal/ non-personal
•Word of mouth
•More credibility
Type of promotion that relies on public
relations effect of a news story carried
usually free by mass media. The
main objective of publicity is not sales
promotion, but creation of
an image through editorial or
'independent source' commentary. While the
publicist can control the content of the story, he
or she may not have any control over
its placement or interpretation by the media.

8. Hierarchy of Effects in Promotion
As consumers, we are all familiar with the constant marketing and advertising
tactics that we are bombarded with on a daily basis. But as a small business owner,
you can also take advantage of the power of marketing and advertising to create a
‘’hierarchy of effects’’ in your potential customers. The acronym AIDA is a method
that describes that hierarchy of effects and it stands for: Attention, Interest, Desire
and Action. Using these four steps, your small business can market its products or
services more effectively to potential consumers.