Presented byRakesh Kumar Rahul Kesarwani (II semester)

Promotion Mix
Marketers have at their disposal four major methods of

promotion. Taken together these comprise the promotion mix.

It includes all tools available for Marketing

communication.

Elements of Promotion Mix

Advertising

Ingredients of the Promotion Mix

Public Relations

Personal Selling

Sales Promotion

Advertizing
Advertizing is any paid form of nonpersonal presentation and

promotion of ideas, goods or services by an identified sponsor. - Philip Kotler

Developing an Advertizing Program

In developing an advertizing program, marketing managers must always start by identifying the target market and buyer motives. Then they can make the 5 major decisions known as the five Ms Message
Money Mission
Sales goals Advertizing objectives Factors to consider : Stages in PLC Market share and consumer base Competition and clutter Advertizing frequency Product substitutability

Message generation Message evaluation and selection Message execution Social responsibility review

Measurement
Communication impact Sales impact

Media
Reach, frequency, impact Major media types Specific media vehicles Media timing Geographical media allocation

Objectives of Advertizing
An advertizing objective is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time. The objectives are : Informative Advertizing - This aims to create brand

awareness and knowledge of new products or new features of existing product.

 Persuasive Advertizing This aims to create liking,

preference, conviction, and purchase of a product or service.

Reminder Advertizing This aims to stimulate repeat

purchase of product and services.

Reinforcement Advertizing This aims to convince

current purchases that they made the right choice.

Advertizing Tools
Television Ads Television is generally acknowledged as

the most powerful advertizing tool and reaches a broad spectrum of consumers. Print Ads Print media offer a stark contrast to broadcast media. Because readers consume them at their own place, magazines and newspapers can provide detailed product information and effectively communicate with the user. Radio Ads Perhaps radios main advantage is flexibility stations are targeted, ads are relatively inexpensive to produce and place, and short closings allow for quick response.

 Film Ads

Internet This is a very good tool for placing ads

because in today's world a very large population uses web. Billboards

Tool
Newspapers

Advantages
Flexibility; timeliness; good local market coverage; broad acceptance; high believability Combines sight, sound and motion; appealing to the senses; high attention; high reach

Limitations
Short life; poor reproduction quality; small pass along audience High absolute cost; fleeting exposure; less audience selectivity

Television

Direct mail

Audience selectivity; flexibility; no ad Relatively high cost; junk mail image competition within the same medium; personalization Mass use; high geographic and demographic selectivity; low cost Audio presentation only; lower attention than television; nonstandardized rate structures; fleeting exposure Long ad purchase lead time; some waste circulation; no guarantee of position

Radio

Magazines

High geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life; good pass-along relationship

Tool
Outdoor

Advantages
Flexibility; high repeat exposure; low cost; low competition

Limitations
Limited audience selectivity; creative limitations

Yellow pages

Excellent local coverage; high believability; high reach; low cost

Very high selectivity; full control; interactive opportunities; relative low cost Flexibility; full control; can dramatize messages Many users; opportunity to give a personal touch High selectivity; interactive possibilities; relatively low cost

High competition; long ad purchase lead time; creative limitations

Cost could run away

Newsletters

Brochures

Overproduction can lead to run away costs Relative high cost unless volunteers are used Relatively new tool with a low number of users in some countries

Telephone

Internet

Public Relations
Not only must the company relate constructively to
customers, suppliers, and dealers. It must also relate to a large number of related publics. Public Relations includes a variety of programs to promote or protect a companys image or individual product.

Systematic effort to create and maintain goodwill of an

organization's various publics (customers, employees, investors, suppliers, etc.), usually through publicity and other non-paid forms of communication. These efforts may also include support of arts, charitable causes, education, sporting events, etc. - www.businessdictionary.com

Role of Public Relations

The role of public relations includes:
building awareness and a favorable image for a company

or client within stories and articles found in relevant media outlets closely monitoring numerous media channels for public comment about a company and its products managing crises that threaten company or product image building goodwill among an organizations target market through community, and special programs and events

Objectives of Public Relations

Building Product Awareness - When introducing a new

product or relaunching an existing product, marketers can use a Public Relation element that generates consumer attention and awareness through media placements and special events.
Stimulating Demand A positive article in a newspaper,

on a TV news show or mentioned on the Internet, often results in a large increase in product sales.

 Providing Information Public Relation can be used to

provide customers with more in depth information about products and services.
Reinforcing the Brand In many companies the public

relations function is also involved with brand reinforcement by maintaining positive relationships with key audiences, and thereby aiding in building a strong image.

Public Relations Tools

Publications Companies rely extensively on published

materials to reach and influence their target markets. Events Companies can draw attention to new products or other company activities by arranging special events. Sponsorships Companies can promote their brands and corporate name by sponsoring sports and cultural events and highly regarded causes. News One of the major tasks of Public Relations professionals is to find out or create favorable news about the company, its products, and its people and to get the media to accept press releases and attend press conferences.

 Speeches Increasingly, company executives must field

questions from the media or give talks at trade associations or sales meetings, and these appearances can build the companys image. Public Service Activities Companies can build goodwill by contributing money and time to causes. Identity Media Companies need a visual identity that the public immediately recognizes.

Promotion Summary Table

The table compares each of the promotion mix options on the eight key promotional characteristics. The summary should be viewed only as a general guide since promotion techniques are continually evolving and how each technique is compared on a characteristic is subject to change.

Characteristics
Directed Coverage

Advertising
mass & targeted

Sales Promotion
mass & targeted

Public Relations
mass

Personal Selling
targeted

Message Flow

one & two-way

paid limited non-paid non-personal

one & two-way

one-way

two-way

Payment Model

paid personal & non-personal quick

non-paid

paid

Interaction Type

non-personal

personal

Demand Stimulation

lagging

lagging

quick

Message Control

good

good

poor

very good

Message Credibility

low-medium

low-medium

high

medium-high

Cost of Promotion

High

Medium

Low

Low/Medium

There is a guideline for emphasizing various aspects of promotion mix over product life cycle

Product Life Cycle

References
Marketing Management
- Philip Kotler, Kevin lane Keller, Abraham Koshy, Mithleshwar Jha

www.businessdictionary.com

www.wikipedia.org
www.davedolak.com www.knowthis.com

Thank You