MARKETING MANAGEMENT

By
Shailesh Jadhav
MEANING OF PROMOTION MIX
A company’s total promotion mix—also called
its marketing communications mix— consists
of the specific blend of advertising, public
relations, personal selling, sales promotion, and
direct-marketing tools that the company uses to
persuasively communicate customer value and
build customer relationships

William Stanton define promotion,

“ as the element in an organization’s
marketing mix that is used to inform,
persuade and remind the market regarding
the organization and or it products”.
FIVE MAJOR PROMOTION TOOLS ARE:

Any Paid Form of Nonpersonal

Advertising Presentation by an Identified
Sponsor.

Personal Selling Personal Presentations by

a Firm’s Sales Force.

Sales Promotion Short-term Incentives to

Encourage Sales.

Building Good Relations with

Public Relations Various Publics by Obtaining
Favorable Unpaid Publicity.

Direct Communications
Direct Marketing With Individuals to Obtain
an Immediate Response.
INTEGRATED MARKETING
COMMUNICATIONS
COMMUNICATION PROCESS
Steps in Developing Effective
Communication

Step 1. Identifying the Target Audience

Step 2. Determining the Communication Objectives
Buyer Readiness Stages

AIDA MODEL Awareness

Interest

Desire

Action
THE LEVIDGE AND STEINER MODEL
 Step 3. Designing a Message

Message Content
Rational Appeals
Emotional Appeals Message Structure
Moral Appeals Draw Conclusions
Argument Type Message Format
Argument Order Headline, Copy, Color,
Words, & Sounds,
Body Language

Attention Interest Desire Action

MESSAGE CONTENT

RATIONAL
APPEAL
RATIONAL
APPEAL
EMOTIONAL APPEAL
MESSAGE FORMAT
 Step 4. Choosing Media

Personal Communication
Channels

Nonpersonal Communication
Channels

Step 5. Selecting the Message Source

Step 6. Collecting Feedback

Setting the Total Promotion Budget
And Mix

Affordable method
Percentage of Sales Method
Competitive Parity Method
Objective and Task Method
FACTORS IN DEVELOPING PROMOTION
MIX STRATEGIES
•Push Strategy - “Pushing” the Product Through
Distribution Channels to Final Consumers.
• Pull Strategy - Producer Directs It’s Marketing
Activities Toward Final Consumers to Induce Them to
Buy the Product.

Type of Product Life-

Product/ Cycle Stage
Market
Buyer/
Readiness
Stage
THANK YOU…..!!!