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    Promotion: Presented by

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    Mae Arellano
    This document discusses promotion and the different types of promotion. It defines promotion as any communication used to inform or persuade audiences about the merits of a product or service. The main types of promotion discussed are personal selling, advertising, publicity, and sales promotion. Personal selling involves face-to-face interactions, advertising uses paid media like print, broadcast and digital, publicity generates awareness through unpaid media placements, and sales promotion uses short-term tactics like contests to boost sales. The document also outlines the key components of an integrated marketing strategy.

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    Promotion: Presented by

    Uploaded by

    Mae Arellano
    48 views11 pages
    This document discusses promotion and the different types of promotion. It defines promotion as any communication used to inform or persuade audiences about the merits of a product or service. The main types of promotion discussed are personal selling, advertising, publicity, and sales promotion. Personal selling involves face-to-face interactions, advertising uses paid media like print, broadcast and digital, publicity generates awareness through unpaid media placements, and sales promotion uses short-term tactics like contests to boost sales. The document also outlines the key components of an integrated marketing strategy.

    Original Title

    MARKETING

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    This document discusses promotion and the different types of promotion. It defines promotion as any communication used to inform or persuade audiences about the merits of a product or service. The main types of promotion discussed are personal selling, advertising, publicity, and sales promotion. Personal selling involves face-to-face interactions, advertising uses paid media like print, broadcast and digital, publicity generates awareness through unpaid media placements, and sales promotion uses short-term tactics like contests to boost sales. The document also outlines the key components of an integrated marketing strategy.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    48 views11 pages

    Promotion: Presented by

    Uploaded by

    Mae Arellano
    This document discusses promotion and the different types of promotion. It defines promotion as any communication used to inform or persuade audiences about the merits of a product or service. The main types of promotion discussed are personal selling, advertising, publicity, and sales promotion. Personal selling involves face-to-face interactions, advertising uses paid media like print, broadcast and digital, publicity generates awareness through unpaid media placements, and sales promotion uses short-term tactics like contests to boost sales. The document also outlines the key components of an integrated marketing strategy.

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    PROMOTION

    PRESENTED BY:
    GROUP 2 (ABM12)
    In marketing, promotion refers to any type
    of marketing communication used to inform
    or persuade target audiences of the relative
    merits of a product, service, brand or issue.
    The aim of promotion is to increase
    awareness, create interest, generate sales or
    create brand loyalty. It is one of the basic
    elements of the market mix. Promotion covers
    the methods of communication that a
    marketer uses to provide information about
    its product.
    TYPES OF
    PROMOTION
    PERSONAL SELLING
    ADVERTISING
    PUBLICITY
    SALES PROMOTION
    PERSONAL SELLING is where
    businesses use people (the "sales force")
    to sell the product after meeting face-
    to-face with the customer.
    The sellers promote the product through
    their attitude, appearance and specialist
    product knowledge. They aim to inform
    and encourage the customer to buy, or
    at least trial the product.
    Advertising is the action of calling public attention to an idea, good, or service through
    paid announcements by an identified sponsor. A paid communication message
    intended to inform people about something or to influence them to buy or try
    something.

    Print Advertising: Newspaper, magazines, & brochure advertisements, etc.


    Broadcast Advertising: Television and radio advertisements.
    Outdoor Advertising: Hoardings, banners, flags, wraps, etc.
    Digital Advertising: Advertisements displayed over the internet and digital devices.
    Product/Brand Integration: Product placements in entertainment media like TV
    show, YouTube video, etc.

    Importance Of Advertising To The Customers


    Convenience: Targeted informative advertisements make the customer’s decision
    making process easier as they get to know what suits their requirements and budget.
    Awareness: Advertising educates the customers about different products available in
    the market and their features. This knowledge helps the customers compare different
    products and choose the best product for them.
    Better Quality: Only brands advertise themselves and their products. There are no
    advertisements of unbranded products. This ensures better quality to the customers
    as no brand wants to waste money on false advertising.
    In its simplest form, publicity involves conveying
    information and generating awareness about
    products and services to the general public or
    target audiences through various media. A
    publicity campaign might be built around making
    a product or brand visible through strategies such
    as product placements or logos on vehicles that
    are seen around town. This strategy typically
    does not share or describe a product's specific
    benefits, but it puts it in front of as many eyes as
    possible.
    Sales promotion is the process of persuading a
    potential customer to buy the product. Sales promotion
    is designed to be used as a short-term tactic to boost
    sales – it is rarely suitable as a method of building long-
    term customer loyalty.

    Sales promotion uses both media and non-media


    marketing communications for a pre-determined, limited
    time to increase consumer demand, stimulate market
    demand or improve product availability. Examples
    include contests, coupons, freebies, loss leaders, 
    point of purchase displays, premiums, prizes, 
    product samples, and rebates.
    VARIOUS
    COMPONENT
    S OF
    INTEGRATED
    MARKETING
    1.The Foundation - As the name suggests, foundation stage
    involves detailed analysis of both the product as well as target
    market. It is essential for marketers to understand the brand, its
    offerings and end-users. You need to know the needs, attitudes
    and expectations of the target customers. Keep a close watch on
    competitor’s activities.
    2.The Corporate Culture - The features of products and
    services ought to be in line with the work culture of the
    organization. Every organization has a vision and it’s important
    for the marketers to keep in mind the same before designing
    products and services. Let us understand it with the help of an
    example.
    Organization A‘s vision is to promote green and clean world.
    Naturally its products need to be eco friendly and biodegradable,
    in lines with the vision of the organization.
    3. Brand Focus - Brand Focus represents the corporate identity
    of the brand.
    4. Consumer Experience - Marketers need to
    focus on consumer experience which refers to what
    the customers feel about the product. A consumer is
    likely to pick up a product which has good packaging
    and looks attractive. Products need to meet and
    exceed customer expectations.

    5. Communication Tools - Communication tools


    include various modes of promoting a particular
    brand such as advertising, direct selling, promoting
    through social media such as facebook, twitter, orkut
    and so on.
    6. Promotional Tools - Brands are promoted through
    various promotional tools such as trade promotions,
    personal selling and so on. Organizations need to
    strengthen their relationship with customers and external
    clients.
    7. Integration Tools - Organizations need to keep a
    regular track on customer feedbacks and reviews. You
    need to have specific software like customer relationship
    management (CRM) which helps in measuring the
    effectiveness of various integrated marketing
    communications tools.
    Integrated marketing communication enables all aspects
    of marketing mix to work together in harmony to
    promote a particular product or service effectively among

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