Chapter 4 discusses the promotion mix and its role in marketing strategy, highlighting the need for coordination among various marketing communication methods such as advertising, sales promotion, public relations, and personal selling. It elaborates on the different promotion tactics and the factors influencing the selection of a promotion mix based on market conditions and product lifecycle. Additionally, integrated marketing communication (IMC) is presented as a process to build brand awareness and customer relationships effectively.

1. CHAPTER 4
PROMOTION MIX
AND
KINDS OF PROMOTION
By:-Dr. Rashmi Phirake.
AISSMS-IOM

2. ‡ Not only informs, but is also used to differentiate the
sellers’ Products/Services from its competitors.
‡ The marketing communications strategy of a firm
must be coordinated and linked with concepts such
as target segments, positioning, differentiation, and
branding.
‡ To influence feelings, beliefs, or behaviour of the
target customers.

3. Marketing Communications are the
means by which a firm attempts to
inform, persuade, and remind consumer
– directly or indirectly – about the
products and brands they sell.

4. PROMOTION
DEFINITION :-
Promotion involves disseminating information
about a product, product line, brand, or
company. It is one of the four key aspects of the
marketing mix. (The other three elements are
product marketing, pricing, and distribution.)
To generate sales and profits, the benefits
of products have to be communicated to
customers. In marketing this is commonly known
as “promotions”.

5. PROMOTION MIX
DEFINITION :-
Specific combination of promotional
methods such as print or broadcast
advertising, direct marketing,
personal selling, point of sale display,
merchandising, etc., used for one
product or a family of products.

6. ROLE OF PROMOTION IN
MARKETING STRATEGY
Role of Promotion in Marketing Strategy Affects
3 Key Aspects of Decision Making with
Respect to Brands
• Creating the Marketing Mix
• Achieving Effective Market Segmentation,
Product Differentiation, and Positioning
• Enhancing Revenues and Profits

7. Six main Promotion Tactics
1. ADVERTISING
2. SALES PROMOTION
3. PUBLIC RELATIONS
4. PERSONAL SELLING
5. PUBLICITY
6. DIRECT MARKETING

8. 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.

9. ADVERTISING
The means of providing the most persuasive
possible selling message to the right prospects at
some cost".
Kotler and Armstrong provide an alternative
definition:-
"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".

10. Medium of Advertising
Print
Electronic
Outdoor

11. SALES PROMOTION
“An activity designed to boost the sales of a
product or service. It may include a free-sample
campaign, offering free gifts, arranging
demonstrations or exhibitions, setting up
competitions with attractive prizes, temporary
price reductions, other methods”.
More than any other element of the promotional
mix, sales promotion is about “action”. It is about
stimulating customers to buy a product. It is not
designed to be informative – a role which
advertising is much better suited to.

12. Types of Sales Promotion
Consumer Sales Promotion
Trade Sales Promotion

13. PUBLIC RELATIONS
“The planned and sustained effort to
establish and maintain goodwill and
mutual understanding between an
organisation and its publics”.
Public relations activities include, press
releases, concert, company literature,
videos, websites and annual reports.

14. PERSONAL SELLING
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 "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).

15. PUBLICITY
Publicity refers to nonpersonal communi-cations
regarding an organization , product , service , or
idea not directly paid for or run under identified
sponsorship .it usually comes in the form of news
story , editorial , or announcement about an
organization and/or its products and services.
Techniques used to gain publicity include news
releases , press conferences , feature articles ,
photographs , films , and videotapes.
“Publicity is stories and brand mentions delivered
by the mass media without charge” (Duncan,
2005, p. 10).

16. Events & Sponsorships
Events: A highly targeted brand-
associated activity designed to actively
engage customers and prospects and generate
publicity
Example: Harley Owners Group motorcycle
rallies.
Sponsorships: Financial support for an
organization, person, or activity in exchange
for brand publicity and association
Example: Nike’s sponsorship of Tiger Woods.

17. DIRECT MARKETING
Direct marketing is concerned with establishing an
individual relationship between the business
offering a product or service and the final
customer.
Direct marketing has been defined by the Institute
of Direct Marketing as:
“The planned recording, analysis and
tracking of customer behaviour to develop a
relational marketing strategies”.
The tools of direct marketing covers a wide range
These include:
• Direct-response adverts on television and radio
• Mail order catalogues
• E-commerce
• Magazine inserts
• Direct mail
• Telemarketing

18. OBJECTIVES FOR PROMOTION
• BUILD AWARENESS.
• CREATE INTEREST.
• PROVIDE INFORMATION.
• STIMULATE DEMAND.
• REINFORCE THE BRAND.

19. Integrated Marketing
Communication…..
It is a process for planning, executing
& monitoring the brand messages
that create customer relationships

20. IMC “is the coordination and
integration of all marketing
communication tools, avenues, and
sources within a company into a
seamless program that maximizes the
impact on consumers and other end
users at a minimal cost” (Clow &
Baack, 2007, p. 8).

21. The Goal of IMC
As with all marketing activities, the
goal of IMC is to build brands.
Brands that are well known and liked
are more likely to be purchased →
increase profit margins.
Brand Equity: “the intangible value of
a brand – value added to a product or
service that derives from a perception
in customer’s minds” (Duncan, 2005,
p. 8).

22. IMC provides greater:
Brand differentiation.
Accountability within a firm.
Trust among consumers.
Levels of effectiveness in cutting
through message clutter(mess) than
single strategies.

23. The Changing World of MC
Old World New World
“Talking At” Consumers Two-way
Dialogue With Consumers
Focus on Winning New Focus on Building Long
Customers Term Relationships With
Consumers
Marketers Relied Primarily Marketers Use and
on Advertising and Promotion Coordinate Many
Different Forms of
Communication With
consumer

24. The Key Players in the IMC
Process

25. Integrated Marketing Communications
Model

26. Developing Effective Communication
Identifying Target Audience
Determining communication objective
Designing the communication
Selecting communication channel
Colleting feedback

27. 1. Identifying the Target Audience: The
communicator starts with a clear target
audience in mind. The audience may be an
individual, a group, special public or general
public. The target audience will tremendously
affect the communicator's decision like what
will be said, how it will be said, when it will
be said and who will say it.
2. Determining the Communication
Objectives: When the target audience is
identified, the communicator must decide
what response is asked for.

28. 3. Designing a Message: Here the communicator
develops an effective message which should get
attention, hold interest, raise desire and obtain
action.
4. Selection of Channels: The communicator must
select the channels of communication which may be:
(a) Personal communication channels: e.g.
Telephone, Mails, Emails etc. where message is sent
through personal contact and feedback.
(b) Non-personal communication channels: e.g.
Newspapers, Magazines, Radio, Television,
Signboards, Posters etc. where the media carry
messages without personal contact or feedback.

29. Selection of the Message Source: The
communicator must select the message
source. Message delivered by highly credible
source is more persuasive.
6. Collection of Feedback: When the
message is sent to the target audience, the
communicator must know the response from
target audience.
7. Good Listening: The receiver should be a
good listener to avoid misunderstanding. Also
the sender should become good listener to
get an effective feedback.

30. THANKS!