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PART OF MARKETING MIX
“PROMOTION”
Mata Kuliah : ICT Marketing Management
Tahun : 2014
Dosen : Dr. Fauzan Asmara, M.M.
Yudha Yudhanto (13.52.0511)
A total system of business activities signed to plan, proce, promote
anda distribute, want satisfying products to target markets in order to
achieve organisational objectives (Stanton, Etzel dan Walker, 2004)
MARKETING ?
2
• Marketing is societal process by which
individuals and groups obtain what they need
and want through creating, offering and
freely exchanging and services of value with
others (Philips Kotler, 2006)
Yudha Yudhanto (13.52.0511)
The analysis, planning, implementation and control of programs designed to create,
build and maintain beneficial exchanges with target buyers for the purpose of
achieveing organizational objectives (Kotler & Armstrong, 2011)
MARKETING MANAGEMENT?
3
Marketing management is the art and sciense of choosing target
markets and getting, keeping anf growing customer through
creating, delivering and communicating superior customer value
(Philip Kotler, 2006)
Yudha Yudhanto (13.52.0511)
The marketing mix is often called the 4Ps:
Product |Price | Place |Promotion
Marketing MIX
4
The marketing mix is the combination of variables that a
business uses to carry out its marketing strategy and meet
customer needs.
Yudha Yudhanto (13.52.0511)
Marketing MIX 4Ps
5
Yudha Yudhanto (13.52.0511)
Marketing Mix Product
Price
Promotion
Place
The aims of promotion are to: (1)
Raise awareness (2) Encourage sales
(3) Create or change a brand image
(4) Maintain market share
Promotion
6
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”.
Yudha Yudhanto (13.52.0511)
Promotions Mix
7
Yudha Yudhanto (13.52.0511)
Marketing
Communications
Mix
Advertising
Personal
Selling
Public
Relation
Direct
Marketing
Sales
Promotion
Publicity
Promotions Mix
8
Yudha Yudhanto (13.52.0511)
1. ADVERTISING
2. SALES PROMOTION
3. PUBLIC RELATIONS
4. PERSONAL SELLING
5. PUBLICITY
6. DIRECT MARKETING
The means of providing the most persuasive
possible selling message to the right prospects at
the lowest possible cost".
Kotler and Armstrong
"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".
Promotions Mix
9
Yudha Yudhanto (13.52.0511)
1. ADVERTISING
2. SALES PROMOTION
3. PUBLIC RELATIONS
4. PERSONAL SELLING
5. PUBLICITY
6. DIRECT MARKETING
“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.
Promotions Mix
10
Yudha Yudhanto (13.52.0511)
1. ADVERTISING
2. SALES PROMOTION
3. PUBLIC RELATIONS
4. PERSONAL SELLING
5. PUBLICITY
6. DIRECT MARKETING
“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.
Promotions Mix
11
Yudha Yudhanto (13.52.0511)
1. ADVERTISING
2. SALES PROMOTION
3. PUBLIC RELATIONS
4. PERSONAL SELLING
5. PUBLICITY
6. DIRECT MARKETING
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).
Promotions Mix
12
Yudha Yudhanto (13.52.0511)
1. ADVERTISING
2. SALES PROMOTION
3. PUBLIC RELATIONS
4. PERSONAL SELLING
5. PUBLICITY
6. DIRECT MARKETING
Publicity refers to no personal communications
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.
Promotions Mix
13
Yudha Yudhanto (13.52.0511)
1. ADVERTISING
2. SALES PROMOTION
3. PUBLIC RELATIONS
4. PERSONAL SELLING
5. PUBLICITY
6. 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 behavior 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
14
End 
Any Question broww ?
Yudha Yudhanto (13.52.0511)

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Promotion (part of Marketing Mix)

  • 1. 1 PART OF MARKETING MIX “PROMOTION” Mata Kuliah : ICT Marketing Management Tahun : 2014 Dosen : Dr. Fauzan Asmara, M.M. Yudha Yudhanto (13.52.0511)
  • 2. A total system of business activities signed to plan, proce, promote anda distribute, want satisfying products to target markets in order to achieve organisational objectives (Stanton, Etzel dan Walker, 2004) MARKETING ? 2 • Marketing is societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging and services of value with others (Philips Kotler, 2006) Yudha Yudhanto (13.52.0511)
  • 3. The analysis, planning, implementation and control of programs designed to create, build and maintain beneficial exchanges with target buyers for the purpose of achieveing organizational objectives (Kotler & Armstrong, 2011) MARKETING MANAGEMENT? 3 Marketing management is the art and sciense of choosing target markets and getting, keeping anf growing customer through creating, delivering and communicating superior customer value (Philip Kotler, 2006) Yudha Yudhanto (13.52.0511)
  • 4. The marketing mix is often called the 4Ps: Product |Price | Place |Promotion Marketing MIX 4 The marketing mix is the combination of variables that a business uses to carry out its marketing strategy and meet customer needs. Yudha Yudhanto (13.52.0511)
  • 5. Marketing MIX 4Ps 5 Yudha Yudhanto (13.52.0511) Marketing Mix Product Price Promotion Place
  • 6. The aims of promotion are to: (1) Raise awareness (2) Encourage sales (3) Create or change a brand image (4) Maintain market share Promotion 6 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”. Yudha Yudhanto (13.52.0511)
  • 7. Promotions Mix 7 Yudha Yudhanto (13.52.0511) Marketing Communications Mix Advertising Personal Selling Public Relation Direct Marketing Sales Promotion Publicity
  • 8. Promotions Mix 8 Yudha Yudhanto (13.52.0511) 1. ADVERTISING 2. SALES PROMOTION 3. PUBLIC RELATIONS 4. PERSONAL SELLING 5. PUBLICITY 6. DIRECT MARKETING The means of providing the most persuasive possible selling message to the right prospects at the lowest possible cost". Kotler and Armstrong "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".
  • 9. Promotions Mix 9 Yudha Yudhanto (13.52.0511) 1. ADVERTISING 2. SALES PROMOTION 3. PUBLIC RELATIONS 4. PERSONAL SELLING 5. PUBLICITY 6. DIRECT MARKETING “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.
  • 10. Promotions Mix 10 Yudha Yudhanto (13.52.0511) 1. ADVERTISING 2. SALES PROMOTION 3. PUBLIC RELATIONS 4. PERSONAL SELLING 5. PUBLICITY 6. DIRECT MARKETING “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.
  • 11. Promotions Mix 11 Yudha Yudhanto (13.52.0511) 1. ADVERTISING 2. SALES PROMOTION 3. PUBLIC RELATIONS 4. PERSONAL SELLING 5. PUBLICITY 6. DIRECT MARKETING 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).
  • 12. Promotions Mix 12 Yudha Yudhanto (13.52.0511) 1. ADVERTISING 2. SALES PROMOTION 3. PUBLIC RELATIONS 4. PERSONAL SELLING 5. PUBLICITY 6. DIRECT MARKETING Publicity refers to no personal communications 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.
  • 13. Promotions Mix 13 Yudha Yudhanto (13.52.0511) 1. ADVERTISING 2. SALES PROMOTION 3. PUBLIC RELATIONS 4. PERSONAL SELLING 5. PUBLICITY 6. 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 behavior 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
  • 14. 14 End  Any Question broww ? Yudha Yudhanto (13.52.0511)