Chapter 6: Promotion Mix - Marketing PDF
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Summary
This document provides an overview of the promotion mix, which is a crucial part of a successful marketing strategy. It discusses different types of advertising, personal selling, sales promotion, public relations and direct marketing approaches. The document presents a structured analysis of each element emphasizing their role in reaching target audiences.
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CHAPTER 6: PROMOTION MIX Promotion It is the element of marketing mix that includes all forms of marketing communications. 1) ADVERTISING Any paid form of non-personal presentation and promotion ideas goods or services by an identified sponsor. DIFFERENT TYPES OF ADVE...
CHAPTER 6: PROMOTION MIX Promotion It is the element of marketing mix that includes all forms of marketing communications. 1) ADVERTISING Any paid form of non-personal presentation and promotion ideas goods or services by an identified sponsor. DIFFERENT TYPES OF ADVERTISING Brand advertising (making the public aware of a particular brand) Promotional advertising (inform promotional activities like special sale) Advocacy advertising (aims to convince regarding a particular cause) Classified advertising (inform opportunity such as buy and sell) Comparative advertising (compares the brand into one or two other brands) Institutional advertising (aims to develop goodwill to a company) ADVERTISING OBJECTIVES: New product Product function QNew uses and correct usage New distribution Price adjustment 2) PERSONAL SELLING informing and persuading through person to person CLASSIFICATION OF PERSONAL SELLING JOB Across the counter selling House to house selling Dealer. Manufacturer 3) SALES PROMOTION -activities which supplement both personal selling and advertising coordinate them and help make them more effective. PROMOTIONAL TOOLS Prizes, contests, sweepstakes and game's (offers the Chance to win) Cross promotion (using one brand to advertise non- competing brand) Patronage awards (values in cash) Free trials (inviting to try the product) Product warranties (explicit or implicit promises) Tie in promotion (two or more brands or company team up) Point of purchase (display and demonstration takes place) 4) PUBLIC RELATION Activities involved in actively seeking to manage the nature of the publicity. PUBLIC RELATION TOOLS Press conference (officially distributing information and answer questions) Community involvement (engaging in dialogue and collaboration with community members) exclusive interview 5) DIRECT MARKETING selling of products directly to the public DIRECT MARKETING TOOLS Online marketing or Internet advertising ( form of marketing used internet) E-mail Marketing (act of sending a commercial message) Text-brigade-text blast marketing( most effective way for business)
