PROMOTION

ByVaishnavi.S

What Is Promotion?• Promotion refers to raising customer awareness of a

product or brand, generating sales, and creating brand loyalty. It is one of the four basic elements of the market mix, which includes the four P's:

PRICE, PRODUCT, PROMOTION, AND PLACE.• The purpose of a promotion and thus its promotional

plan can have a wide range, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image.

• Promotion is basically a communication process. The various promotion mix elements designed for this purpose are also referred as “Communication Mix”

The components of Communication Mix

Objectives of Promotion

Objectives of Promotion

Build Awareness

Create Interest

Provide Information

Stimulate demand

Reinforce the brand

Promotional Strategies• Promoting a product to

a unaware consumer.• Informing him about the

product and to develop interest in the product.

• Developing a desire for an intention to purchase.

• Purchasing the product

The promotional strategy can also be said as Hierarchy of Effects with the same list of points as

1. Awareness2. Knowledge3. Linking4. Preference5. Convicting and6. Purchase

Promotion MixElements of

Promotion Mix :1. Advertisement2. Public Relations or

publicity3. Sales promotion4. Personal selling

DIRECT MARKETINGDirect marketing is a form of 

advertising which allows businesses and nonprofit organizations to communicate directly to customers through a variety of media including cell phone text messaging, email, websites, online adverts, database marketing, fliers, catalogue distribution, promotional letters and targeted television, newspaper and magazine advertisements as well as outdoor advertising. Among practitioners it is also known as direct response.

Advertisement• Advertisement perhaps is the most commonly

used Promotion tool.• Its an impersonal form of communication,

which is paid by the Marketers (sponsors) to promote the goods and services.

• The most commonly used Advertising modes are:

1. Newspapers2. Magazines3. Television4. Radio &5. Internet

PUBLIC RELATIONS• It is similar to advertising.• It’s a non-personal method of

communication.• This is also termed as publicity.• In this type the information is

disseminated by the independent source.

• This type is a Non-paid Form Of Advertising.

• The control of publicity is not within the hands of the marketing firm, so it can spread rumors.

Sales Promotion• These are short-term

incentives, which are designed to encourage the buyers.

• Some examples of sales promotion are Rebate, discount, refunds, Product combinations, Quantity gifts, Instant draws, lucky draw, usable benefit, sampling, contest etc.

Personal Sellingo Personal selling involves oral

presentation of message in the form of conversation with one or more prospective customers for the purpose of making sales.

o It is a personal form of communicating.

o It develops relationship with the prospective customers.

o This can be achieved by salespersons.

Difference between Sales promotion and Personal Selling

Sales Promotion1. Short term consequences

only to increase sales.2. Cost involved is Lower.3. Indirect way of

communication with customer.

4. Standardized and ease of understanding.

5. Covers large number of customers.

Personal Selling1. Long term promotional

strategy.2. Huge cost involving process.3. Face-to-face

communication with customers.

4. Customized and technically complex.

5. Covers less customers as it’s a lengthy process.