PROMOTION MIX

PROMOTION-MEANING

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.

OBJECTIVES OF PROMOTION
Inform Persuade Educate Stimulate Expand Remind

PROMOTION MIX

Specific combination of promotional methods such as print or broadcast advertising , direct marketing , personal selling , point of sale display , merchandising , etc., used for one product or a family of products . Elements of Promotion Mix Advertising Sales Promotion Events and Experiences Public Relations and Publicity Direct Marketing Interactive Marketing Word of Mouth Marketing Personal Selling

ADVERTISING

Any paid form of non personal presentation and promotion of ideas ,goods or services by an identified sponsor via print media(newspapers and magazines) ,broadcast media(radio and television) ,network media(telephone ,cable ,satellite ,wireless) ,electronic media (audiotape ,videotape ,videodisk ,CD-ROM ,Web Page) and display media(billboards ,signs ,posters).

SALES PROMOTION

A variety of short-term incentives to encourage trial or purchase of a product or service including consumer promotions (such as samples ,coupons ,and premiums),trade promotions(such as advertising and display allowances) and business and sales force promotions(contests for sales reps).

EVENTS AND EXPERIENCES

Company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers ,including sports ,arts ,entertainment and cause events as well as less formal activities.

PUBLIC RELATIONS AND PUBLICITY

A variety of programs directed internally to employees of the company or externally to consumers ,other firms ,the government and media to promote or protect a companys image or its individual product communications.

DIRECT MARKETING

It involves use of mail ,telephone ,fax ,email or Internet to communicate directly with or solicit response or dialogue from specific customers and prospects.

PERSONAL SELLING

Face-to-face interaction with one or more prospective purchasers for the purpose of making presentations ,answering questions and procuring orders.

INTERACTIVE MARKETING

Online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness ,improve iamge or elicit sales of products and services.

WORD OF MOUTH MARKETING

People to people oral ,written or electronic communications that relate to the merits or experiences of purchasing or usinga product.

COMMUNICATION PLATFORMS
Advertising
Print and broadcast ads
Packaging Cinema Brochures Posters

Sales Promotion
Contests, games, sweepstakes, lotteries Premiums and gifts Sampling Fairs and trade shows

Events and Experiences

Sports Entertainment Festivals Arts Causes Factory tours Company museums Street activities

Billboards
Display signs Point of purchase displays

Coupons
Rebates Trade-in allowances

Tie-ins

COMMUNICATION PLATFORMS
Public Relations and Publicity
Press kits

Direct and Interactive Marketing

Catalogs
Mailings Telemarketing

Personal Selling
Sales presentations Samples Incentive

Speeches
Seminars Annual reports

Charitable
donations Publications Lobbying Company magazine

programs Electronic shopping Fairs / trade shows TV shopping Email Company blogs Web sites

Word-of-Mouth
Person-to-person
Chat rooms/Blogs

PROCESS OF PROMOTION
Identify target audience Determine objectives Design communications

Decide on media mix

Establish budget

Select channels

Measure results

Manage IMC

MACRO MODEL OF COMMUNICATION PROCESS

MICRO MODELS OF CONSUMER RESPONSES

CONCLUSION

Thus ,promotion is an important element of marketing. However, like all elements of the marketing mix ,it has many dimensions that should be taken into consideration.