Promotion

Promotion

Promotion

Promotion

Promotion

Promotion

Promotion
Promotion
Promotion

Promotion
Promotion

Promotion
Promotion

Promotion

A form
of verbal and written
communication used to inform, persuade and
reminds people about an organizations or
individuals goods, services, image, ideas
community involvement, or impact on the
society by providing satisfaction.

Interpersonal Communication
Mass communication

To create awareness both for the customer and consumer.

To provide information that effectively reached the other
market.
To explain the organizations action by providing sufficient
information.
To conduct product trials that encourage customer purchases.
To induce intermediaries to stock a product for future
patronage.
To retain loyal consumers to the organizations goods and
services.
To increase amount and frequency of usage in organizations
product.
To reduce target sales fluctuation that eliminates losses and
expenses.

Promotion is a key element of the

marketing mix by attracting customers through
communication. Customers must be informed
through different media regarding items and
their attributes for satisfaction, loyalty and
continuous
patronage.
Promotion
can
established good, image, provide good
presentation of features, creates awareness,
answer consumer question, reinforce or remind
loyal customers and provide competitive
advantages.

AWARENESS
KNOWLEGDE
LIKING
PREFERENCE
CONVICTION
PURCHASE

All you can afford Technique

Incremental Technique
Competitive Parity Technique
Percentage of Sales Technique
Objective and Task Technique

Product life cycle

Company characteristics
Relations with Middleman

Advertising
Publicity
Personal Selling
Sales Promotion

Advertising is a paid, non personal

communication that captures the mass
majority of customers about goods, services,
organizations, people, place and ideas that is
transmitted through various media with a
identified in the advertising message as the
sponsor.

To inform target audience through attractive

messages.
To persuade target audiences by offering
incentives.

1.
2.
3.
4.

Target Audience
Advertising Objectives
Set Advertising Budget
Develop Creative Strategy

5.
6.

Develop Sales Message

Provide Execution of the Message
Finalized the Ad elements
Provide expertise for the execution of the Ad

_____________________
Evaluate advertising effectiveness

1.

Product advertising

Cooperative Advertising
Pioneering Product Advertising
Competitive Product Advertising
Comparative Advertising
Reminder Product Advertising

2.

Institutional Advertising

Advocacy Advertising
Pioneering Institutional Advertising
Competitive Institutional Advertising
Reminder Institutional Advertising

It refers to any information about an

individual, a product or an organization that
is distributed to the public through the
media, and that is not paid for or controlled
by the sponsor.

It may reach people who ordinarily do not

pay the attention to advertising, sales
promotion and salespeople.
It has a greater credibility than advertising
because it appears in the context of editorial
or program material.
It is relatively inexpensive and provides
coverage that would cost much.

Marketer has very little control over what

media editors do with the publicity materials
that marketer prepare.
Marketer has no control over how media
people edit the content so that it will
capture market interest.

News Publicity
Service Feature Articles
Finance Release
Product Release
Pictorial Release
Background Editorial Release
Emergency Publicity

It is face to face presentation and

promotion of products and services plus
searching out prospects and providing followup service.

1.
2.
3.
4.
5.
6.
7.

Prospecting and qualifying

Pre- approach
Approach
Presentation and Demonstration
Handling objections
Closing
Follow- up

Sales Promotion is any activity that

stimulates customer purchases by offering
incentives for a limited period to attract
more response from the target market,
company salespeople, or intermediaries. It
gives value to the product because the
incentive are designed to attract final
customers.

To encourage middlemen to increase their

order size to maximize purchase.
To motivate company sales personnel to
upgrade sales effort for a new product.
To orient consumers or organizational buyers
with product innovation.
To build customer patronage.
To capture new consumers by offering unique
incentives.

Point of purchase display

Premium
Trading stamps
Sampling
Product Demonstrations
Retailer Coupons
Rebates