$ Ps of Marketing

2. Dr. M. Umamageswari
Assistant Professor (Agricultural Economics)
JSA College of Agriculture &Technology
(Affiliated toTamil Nadu Agricultural University)
Ma. Podaiyur,TittagudiTk. ,
Cuddalore District – 606 108

3.  In marketing, promotion refers to any type
of marketing communication used to inform
or persuade target audiences of the relative
merits of a product, service, brand or issue.
 The aim of promotion is to increase
awareness, create interest, generate sales
or create brand loyalty.

5.  Latin word "advertere” - to turn the minds of
towards".
 "According to American Marketing
Association
“Advertising is any paid form of non-
personal presentation and promotion of
ideas, goods and services by an identified
sponsor"

6.  Paid-for communication
 Many different advertising media
–TV & radio, newspapers & magazines,
online, cinema, billboards
 Consumers subjected to many advertising
messages each day = hard to get through
 Mass market advertising is very expensive

7. Advantages Disadvantages
1.Wide coverage – Mass
reach
2. Control of message
3. Repetition means that
the message can be
Communicated effectively
4. Can be used to build
brand loyalty
1. Often expensive
2. Impersonal
3. One way communication
4. Lacks flexibility
5. Limited ability to close a
sale

9. Social media Ads
Newspaper &
Magazine Ads

18.  Promotion on a person to person basis
 Two way communications
 Meeting with potential customers to close a
sale
 By telephone, at meetings, in retail outlets
and by knocking on doors
 Highly priced, low volume and highly
technical products rely heavily on personal
selling

19. Advantages Disadvantages
High customer attention High cost
Message is customised Labour intensive
Interactivity Can only reach a limited of number
customers
Persuasive impact Expensive
Potential for development of
relationship
Adaptable
Opportunity to close the sale

20.  Tactical, point of sale material or other
incentives designed to stimulate purchases
 Short term incentives to increase sales
 Some promotions aimed at consumers; -
others at intermediaries or sales force

21.  Coupons
 Free gifts
 Money off
 Point of sale
 Competitions displays
 Demonstrations
 BOGOF
 Free samples
 Merchandising
 Loyalty points
 Trade in offers

22. Advantages Disadvantages
Effective at achieving a quick boost to
sales
Sales effect may only be short-term
Encourages customers to trial a product
or switch brands promotions
Customers may come to expect or
anticipate further
May damage brand image

23.  The process of maximising the effectiveness
of retail distribution
 Displaying products to maximise sales
 Usually operates at the “point-of-sale”

24.  Activities that create goodwill
toward an individual, business,
cause or product

25.  To achieve favourable publicity about the
business
 To build the image and reputation of the
business and its products, particularly
amongst customers
 To communicate effectively with customers
and other stakeholders

26.  Promoting new products
 Enhancing public awareness
 Projecting a business image
 Promote social responsibility
 Projecting business as a good employer
 Obtain favourable product reviews /
recommendations

27.  Sponsorship takes place when a payment for
an event, person, organisation is given in
return some consideration of benefit
 A specialised form of public relations
 Common in the worlds of arts and sport
 Sponsorship should benefit both sides

30.  Promotional material directed through
mail, email or telephone to individual
households or businesses

31.  Allows a business to generate a specific
response from targeted groups of customers
 Allows a business to focus on several
marketing objectives:
 Increasing sales to existing customers
 Building customer loyalty
 Re-establishing lapsed customer relationships
 Generating new business

32. Advantages Disadvantages
Focus limited resources on targeted
promotion
Response rates vary enormously
Can personalise the marketing message Negative image of junk mail and email
spam
Relatively easy to measure response &
success
Databases expensive to maintain and keep
accurate
Easy to test different marketing messages
Cost-effective if customer database is well
managed