This document discusses various promotion mix tools used in integrated marketing communication, including advertising, sales promotion, public relations, and personal selling. It defines each tool and outlines their objectives such as building awareness, creating interest, providing information, and stimulating demand. Advertising is defined as a paid, non-personal form of mass communication used to promote products and services. Sales promotion includes short-term incentives to encourage purchases. Public relations involves planned efforts to build goodwill through credible communications. Personal selling is direct communication between sales representatives and prospects that can lead to transactions and relationships.

1. Promotion-Mix (Tools for IMC)
Prepared by
Mehul Rasadiya
K.K.Parekh Institute of Management of Studies

2. Top of Mind’ Awareness
‘Top of Mind’ Awareness is owning
the space that your product or
service occupies between your
potential customer’s ears. That
way, when they’re ready to buy, they
think of your product first.
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Communication

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5. PROMOTION
Promotion keeps the product in the minds of
the customer and helps stimulate demand for
the product.
The ongoing activities of advertising, sales
Promotion, Public Relations and Personal
Selling are often considered aspects of
promotions.
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Communication

6. Everything about your product
communicates:
Price - Place - Product
(including packaging)
New companies are formed on a
daily basis,
How can one get people
to know about their business so
that it can grow?
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Communication

7. Objectives of Promotion
• BUILD AWARENESS.
• CREATE INTEREST.
• PROVIDE INFORMATION.
• STIMULATE DEMAND.
• REINFORCE THE BRAND.
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Communication

8. Advertising
• "Advertising is any paid form of non-personal presentation and
promotion of ideas, goods and services through mass media
such as newspapers, magazines, television or radio by an
identified sponsor".
- Philip Kotler and Armstrong
• "The means of providing the most persuasive possible selling
message to the right prospects at the lowest possible cost".
- Institute of Practitioners in Advertising
• Advertising is bringing a product (or service) to the attention of
potential and current customers.
• Advertising is a form of Communication!
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Communication

9. Sales Promotion
• Short term incentives to
encourage the purchase or sale
of a product or service.
• Sales promotion include tools
for consumer promotion, trade
promotion and business and
sales force promotion.
• Now ,it is part of the Marketing
spend of all companies and
these days SP spends in many
companies exceed that of the
advertisements spends.
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Communication

10. Public Relations
• “The planned and sustained effort to establish and
maintain goodwill and mutual understanding
between an organization and its publics”.
• Highly credible
• Many forms: news stories, news features, events
and sponsorships, etc.
• Reaches many prospects missed via other forms of
promotion
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Communication

11. Personal Selling
• Direct communications between paid representatives and
prospects that lead to transactions, customer
satisfaction, account development, and profitable relationships.
• Most effective tool for building buyers’
preferences, convictions, and actions
• Personal interaction allows for feedback and adjustments
• Relationship-oriented
• Buyers are more attentive
• Sales force represents a long-term commitment
• Most expensive of the promotional tools (Paid one)
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Communication