Promotion involves communicating with customers about products and brands to inform, persuade, and reinforce messaging in order to increase sales. The objectives of promotion are to inform, persuade, remind, reinforce, and build brand image. Promotional tools include advertising, publicity, events, sales promotion, personal selling, direct marketing, online activities, and interactive marketing. The ultimate goal is to develop an integrated marketing communication strategy that combines these tools to deliver a consistent message through various contact points with customers.

1. Promotion (Marketing Communications)

2. Promotion
Promotion is communicating to the target
customers about the products or the brands with
the objective of informing, persuading, reminding
them and reinforcing the desired communication
in their minds.
The ultimate aim of promotion is increasing sales
Telling the customers about the product, price,
place to stimulate demand.

3. Objectives of promotion
• Informing
• Persuading
• Reminding
• Reinforcing
• Image building

4. Marketing Communication Process

5. System Communication Mix
Advertising
Publicity and Public
relations
Events and Experiences
Sales Promotion
Personal Selling
Paid form of presentation to promote ideas, goods or
services – TV, print ads
Programs designed to promote or protect the image
of the company or product/s – Press kits, conference,
seminars, newsletters, charity
Brand related activities or interactions – sports,
festivals, arts etc.
Short term incentives to encourage trial or purchase
of products with attractive offers – Fairs, samples,
exhibits, coupons, contests
Face-to-face interaction to inform, answer or make
purchase – sales meetings, presentations
Direct marketing Telephone, mail, fax, email, internet, TV shopping
making dialogue with prospects
Online activities to raise awareness and improve
brand image – blogs, websites
Interactive marketing

6. Advertising
• Paid form of non personal communication by
identified sponsor to promote product.
Nature of Advertisement
 Involves cost
 Has a message
 Has non face to face interaction
 Is sponsored
 Has an objective

7. Scope of Advertisement
• Information
• Brand loyalty
• Market share
• New segments
• Support other promotional tool
• Image

8. Advertisement media decisions
• Print: paper, magazine, journal, newsletter,
catalogue.
• Visual: billboard, poster, wall painting,
banners
• Audio: radio, CD, telephone
• Audio-Visual: TV, cinema, VCD
• Internet: e-mail, websites.

9. Personal selling
• Personal communication of information to
persuade somebody to buy something
• Face to face interaction with one or more
perspective purchases for the purpose of
making presentations, answering questions
and procuring orders.

10. Importance of Personal Selling
• 2 way communication
• Interactive approach
• Detail Demonstration
• Build Strong Relationship

11. Publicity
• Communication about the organisation,
products and policies through the media that
is non paid by the organisation and not forced
upon the audience.
• Normally has a positive or negative impact on
the image of the organisation, policies and
product.

12. Objectives of Publicity
• Announce new products
• Build interest in established products
• Announce policies and performance
• Announce technological development
• Counter negative publicity.

13. Sales promotion
• Short term incentives to stimulate demand
and is used agreesively by marketers.
Charecteristics
• Short termed (week-3 months)
• Involves incentives like schemes, discounts,
gifts)
• Quicker response
• Targeted to audience

14. Objectives of sales promotion
A. For consumer
1. Encourage greater purchase volume
2. Attract new customer by
• Trial for product among non user
• Atrract brand switcher
• Impulse buying
• Increase brand awareness

15. B. Objective for trade promotion
• Carry and push new items
• Increse inventories
• Attract new channel members
• Better store display
• Offset competitor’s promotion
C. Objectives for personal selling
• Motivate sales force
• Support new product

16. Tools and techniques of sales
promotion
Consumer
promotion
• Free samples
• Coupons
• Premium/gifts
• Price off
• Displays/demo
nstrations
Trade promotion
• Free goods
• Allowances
• Price offs
• Sales contest
• Gift items
• Credit facilities
• Trade shows
Sales force
promotion
• Sales contest
• Gifts
• Sales meetings
• Bonus and
commissions

17. Public Relations
• techniques and strategies related to
managing how information about an
individual or company is disseminated to
the public, and especially the media.
• PR may occur in the form of a
company press release, news conference,
interviews with journalists, social media
posting, or other venues.

18. Objectives of PR
• Helps in Creating a Brand
• Building connections
• Prevents negative image
• Increase awareness

20. Online Marketing

21. Social Media marketing

22. Events and Experience Marketing
Types of event marketing
• Conferences
• Trade shows
• Workshops
• Seminars
• Celebrations
Types of experience marketing
• Business innovation and
service
• Guerrilla marketing
• Immersive experience

24. Integrated Marketing
Communication
• careful combination and coordination of all
marketing communication activities to insure
consistency of messages at every contact point
where the company meets its customers.
• a concept under which a company carefully
integrates and coordinates its
many communications channels to deliver a
clear and consistent message.
• aims to ensure the consistency of the message
and the complementary use of media.

25. Importance of IMC
• Shift from media advertising to other forms of marketing
communication
• Movement away from advertising focused-approaches
that emphasize mass media
• Shift in power from manufacturers to retailers
• Rapid growth of database marketing
• Changes in agency compensation
• Rapid growth of the Internet
• Increasing importance of branding

26. Selection of Promotion Mix

27. Promotion Mix Strategy
• Push and Pull Strategy
• Interpersonal and mass communication
Strategy
• Product life cycle promotional strategy
• Competitive response strategy
• Ecommerce strategy
• Cooperative promotion strategy

28. Marketing Communication in
Nepal
• Advertising
• Sales Promotion
• Personal Selling
• Publicity and Public Relation