2. The Role of Promotion
Communication by
marketers that informs,
persuades, and reminds
potential buyers of a
product in order to
influence an opinion or
elicit a response.
Promotion
3. Promotion Strategy
A plan for the optimal
use of the elements of
promotion:
Advertising
Public Relations
Sales Promotion
Personal Selling
Promotional
Strategy
Competitive
Advantage
4. The Role of Promotion
in the Marketing Mix
Overall
Marketing
Objectives
Marketing Mix
• Product
• Place
• Promotion
• Price
Target Market
Promotional Mix
• Advertising
• Public Relations
• Sales Promotion
• Personal Selling
Promotion Plan
6. Goals and Tasks of Promotion
Informing Reminding
Persuading
Target
Audience
7. Goals and Tasks of Promotion
Informing Reminding
Persuading
Target
Audience
PLC Stages:
Introduction
Early Growth
PLC Stages:
Growth
Maturity
PLC Stages:
Maturity
8. Goals and Tasks of Promotion
Remind customers that product
may be needed
Remind customers where
to buy product
Maintain customer awareness
Reminder Promotion
9. The AIDA Concept
Model that outlines the process
for achieving promotional goals
in terms of stages of consumer
involvement with the message.
Attention
Interest
Desire
Action
AIDA
Concept
12. Push and Pull Strategies
Manufacturer
promotes to
wholesaler
Wholesaler
promotes to
retailer
Retailer
promotes to
consumer
Consumer
buys from
retailer
PUSH STRATEGY
Orders to manufacturer
Manufacturer
promotes to
consumer
Consumer
demands
product
from retailer
Retailer
demands
product
from wholesaler
Wholesaler
demands
product from
manufacturer
Orders to manufacturer
PULL STRATEGY
14. The Promotional Mix
Combination of
promotion
tools used to reach the
target market and fulfill
the organization’s
overall goals.
Advertising
Public Relations
Sales Promotion
Personal Selling
Promotional
Mix
17. IMC Popularity Growth
Proliferation of
thousands of media
choices
Fragmentation of the
mass market
Slash of advertising
spending in favor of
promotional techniques
that generate immediate
response
19. Advertising
Advantages Disadvantages
Reach large number
of people
Low cost per
contact
Can be micro-
targeted
Total cost is high
National reach is
expensive for
small companies
20. Public Relations
The marketing function that
evaluates public attitudes,
identifies areas within the
organization that the public
may be interested in, and
executes a program of
action to earn public
understanding and
acceptance.
27. As Senders As Receivers
Develop messages
Adapt messages
Spot new
communication
opportunities
Inform
Persuade
Remind
Marketing Communication
28. As Senders As Receivers
Develop messages
Adapt messages
Spot new
communication
opportunities
Inform
Persuade
Remind
Marketing Communication
30. Communication Mode
Communication Control
Feedback Amount
Feedback Speed
Message Flow Direction
Message Content Control
Sponsor Identification
Reaching Large Audience
Message Flexibility
Advertising
Indirect and impersonal
Low
Little
Delayed
One-way
Yes
Yes
Fast
Same message to all audiences
Characteristics of the Elements
in the Promotional Mix
31. Communication Mode
Communication Control
Feedback Amount
Feedback Speed
Message Flow Direction
Message Content Control
Sponsor Identification
Reaching Large Audience
Message Flexibility
Public Relations
Usually indirect, impersonal
Moderate to low
Little
Delayed
One-way
No
No
Usually fast
Usually no direct control
Characteristics of the Elements
in the Promotional Mix
32. Communication Mode
Communication Control
Feedback Amount
Feedback Speed
Message Flow Direction
Message Content Control
Sponsor Identification
Reaching Large Audience
Message Flexibility
Sales Promotion
Usually indirect and impersonal
Moderate to low
Little to moderate
Varies
Mostly one-way
Yes
Yes
Fast
Same message to varied target
Characteristics of the Elements
in the Promotional Mix
33. Communication Mode
Communication Control
Feedback Amount
Feedback Speed
Message Flow Direction
Message Content Control
Sponsor Identification
Reaching Large Audience
Message Flexibility
Personal Selling
Direct and face-to-face
High
Much
Immediate
Two-way
Yes
Yes
Slow
Tailored to prospect
Characteristics of the Elements
in the Promotional Mix
35. The Impact of Blogging
LO3
Sponsored by a company or
one of its brands and
maintained by one or more of
the company’s employees.
Noncorporate
Blogs
Corporate
Blogs
Independent and not
associated with the
marketing efforts of any
particular company or brand.
36. Factors Affecting the
Choice of Promotional Mix
Nature of the product
Stage in PLC
Target market factors
Type of buying decision
Promotion funds
Push or pull strategy
37. Stage in the Product Life Cycle
Light
Advertising;
pre-
introduction
publicity
Heavy use of
Advertising;
PR for
awareness;
sales
promotion
for trial
AD/PR
decrease;
limited
sales
promotion;
personal
selling for
distribution
Ads decrease;
sales
promotion;
personal
selling;
reminder &
persuasive
Advertising,
PR, brand
loyalty;
personal
selling for
distribution
Introduction Growth
Maturity
Decline
Sales
($)
Time
39. Type of Buying Decision
Advertising
Sales Promotion
Routine
Personal Selling
Neither Routine
nor Complex
Advertising
Public Relations
Print Advertising
Complex