This document discusses promotion mix and kinds of promotion. It defines promotion as disseminating information about a product to communicate benefits to customers. Several promotion techniques are described, including business cards, press releases, newsletters, and websites. The main promotion tactics are identified as advertising, sales promotion, public relations, personal selling, publicity, and direct marketing. Factors that guide a marketer's promotion mix decision include the nature of the product market, overall marketing strategy, buyer readiness stage, and product life cycle stage. Each promotion tactic is briefly defined. The objectives for promotion are outlined as building awareness, creating interest, providing information, stimulating demand, and reinforcing the brand.

1. PROMOTION MIX
AND
KINDS OF PROMOTION
Prepared by
Mehul Rasadiya
K.K.Parekh Institute of Management of Studies

2. 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”.

3. Promotion Techniques
Promoting your business can take many different forms. You
can promote it online and offline. Promotion is a very
important part of every business imaginable. If you don't
promote it, how are customers supposed to know about
it? Here are some very effective ways to promote your
product or service.
 BUSINESS CARDS
 PRESS RELEASES
 ORGANIZATIONS
 NEWS LETTERS
 FREE STUFF
 WEBSITE

4. 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.

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

6. 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.

7. ADVERTISING
The means of providing the most persuasive
possible selling message to the right prospects at
the lowest possible 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".

8. SALES PROMOTION
“An activity designed to boost the sales of a
product or service. It may include an advertising
campaign, increased PR activity, a free-sample
campaign, offering free gifts or trading
stamps, arranging demonstrations or
exhibitions, setting up competitions with
attractive prizes, temporary price
reductions, door-to-door
calling, telemarketing, personal letters on 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.

9. 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. company
literature, videos, websites and
annual reports.

10. 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).

11. 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.

12. 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 process of direct marketing covers a wide
range of promotional activities, These include:
• Direct-response adverts on television and radio
• Mail order catalogues
• E-commerce
• Magazine inserts
• Direct mail
• Telemarketing

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

14. THANKS!