The document discusses the role of promotion in the marketing mix, emphasizing its importance for raising customer awareness, generating sales, and building brand loyalty. It outlines various forms of promotion including advertising, sales promotions, and their respective objectives and methods. Additionally, it highlights the significance of a marketing budget in evaluating the effectiveness of promotional strategies.

1. PROMOTION
Mudassir Raza
THE MARKETING MIX

2. Topics to be Covered
The aims of promotion
Different forms of promotion
Promotion influence sales
Marketing budget on promotion

3. PROMOTION
Promotion is where marketing activities aim to raise
customers awareness of a product or brand, generating
sales and helping to create brand loyalty.

4. The Role Of Promotion Decisions In
The Marketing Mix
Promotion gives the cosumer information about the rest of the marketing mix.
It is often thought that promotion is just about advertising the product but it
includes several types of sales promotion as well as advertising.
Producer goods are often sold directly by sales representative or advertised in
trade magazines.
Promotion is essential when a brand image, especially for consumer goods, is
being created for a product.

5. Promotion as part of the marketing
mix includes the following
ADVERTISEMENTS
this involves above the line promotions. These can take different
forms such as advertising on television, via the internet includes
social media, in newspapers and magaines and other forms of
advertising media.
SALES PROMOTION
this involves below the line promotions. These are often used for
short periods of time in order to reinforce the above the line
promotions. Examples including giving money-off coupons or free
gifts, or product placements in television programmes or in newly
released films.

6. The Aim Of Promotion

7. Types of Advertising
Advertising paid for communication with potential customers about a product to
encourage them to buy it.
Informative Advertising is where the emphasis of advertising or sales promotion is
to give full information about the product.
Persuasive Advertising is advertising or promotion which is trying to persuade the
consumer that they really need the product and should buy it.
The Target Audience refers to people who are potential buyers of a product or
service

8. The Advertising Process
Set objectives
Decide the advertising budget
Create an advertising campaign
Select the media to use
Evaluate the effectiveness of the campaign

9. Types Of Advertising Media

10. Sales Promotion
Sales promotions are incentives such as special offers or special
deals aimed at consumers to achieve short term increase in sales.

11. Types Of Sales Promotion

12. The advantages of sales promotion
It can promote sales at times in the year when sales are traditionally low.
It encourages new customers to try an existing product.
It encourages existing customers to buy a product more often or in greater quantities,
increasing customer loyalty.
It encourages customers to buy your product instead of a competing brand.

13. THINK 3 PRODUCTS WHICH YOU AND YOUR FRIENDS BUY REGULARLY.
COLLECT EXAMPLES OF SALES PROMOTIONS THAT HAVE BEEN USED
FOR THESE PRODUCTS AND EXPLAIN WHY THESE METHODS OF
PROMOTION WERE USED.
ACTIVITY

14. THE IMPORTANCE OF THE MARKETING BUDGET
A marketing budget is a financial plan for the marketing of a product or product
range for a specified period of time.
A business will need to compare the cost of advertising with the increase in
expected sales.

15. footer
The stages of the
product life
cycle.
The nature of the
product itself
The cultural
issues involved in
international
marketing
WHAT TYPE OF PROMOTION SHOULD
BE USED?

16. Public
relations/sponsorship

17. THANK YOU