Marketing Communication Mix, Promotion MIx, Promotion Tool, Advertising, direct marketing, personal selling, sales promotion.

1. Marketing Communication Process & Promotion Mix Powered By Ankur Chandel (ankurchandel@ymail.com) Jyotsnavarun (v.jyotsna@yahoo.com)

3. May also be effective in affecting the price elasticity of demand (non-price competition).

4. The marketing communications strategy of a firm must be coordinated and linked with concepts such as target segments, positioning, differentiation, and branding.

7. Personal Selling

8. Public Relations

9. Sales Promotion

10. Direct Marketing

11. Prospects

12. Customers

13. Employees

14. Stockholders

15. Community

17. Focusing customers on information about company s’ activities and products.

19. Stimulate Demand

20. Encourage Product Trial

21. Identify Prospects

22. Retain Loyal Customers

23. Facilitate Reseller Support

24. Combat Competition

26. Carries out the Promotion Process

27. Communicates Directly with Target Markets

28. Promotional mix incorporates the combination and types of non-personal and personal communication the organization employs during a specified period.Promotion: Process Promotion Mix: Tools

30. Creating the Marketing Mix

31. Achieving Effective Market Segmentation, Product Differentiation, and Positioning

33. Promotion Mix Advertising Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. The major media types for advertising are: Newspapers, Television, Direct mail, Radio, Magazines, Internet, Outdoor(billboards, blimps, etc.), Yellow pages, Newsletters, Brochures, and Telephone Reaches large, geographically dispersed audiences, often with high frequency; Low cost per exposure, though overall costs are high; Consumers perceive advertised goods as more legitimate; Dramatizes company/brand; Builds brand image; May stimulate short-term sales; Impersonal, one-way communication; The traditional conceptual model for creating any advertising or marketing communications message is the AIDA Model:get Attention, hold Interest, arouse Desire, and then obtain Action.

34. Promotion Mix Personal Selling Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships. Most effective tool for building buyers’ preferences, convictions, and actions; Personal interaction allows for feedback and adjustments; Relationship-oriented; Buyers are more attentive; Sales force represents a long-term commitment; Most expensive of the promotional tools

35. Promotion Mix Sales Promotion Short-term incentives to encourage the purchase or sale of a product or service. May be targeted at the trade or ultimate consumer; Makes use of a variety of formats: premiums, coupons, contests, etc.; Attracts attention, offers strong purchase incentives, dramatizes offers, boosts sagging sales; Stimulates quick response; Short-lived; Not effective at building long-term brand preferences

36. Promotion Mix Public Relations Building good relationships with the company’s various publics by obtaining favorable publicity, building up a good "corporate image", and handling or heading off unfavorable rumors, stories, and events. Highly credible; Very believable; Many forms: news stories, news features, events and sponsorships, etc.; Reaches many prospects missed via other forms of promotion; Dramatizes company or product; Often the most under used element in the promotional mix; Relatively inexpensive (certainly not 'free' as many people think--there are costs involved)

37. Promotion Mix Direct Marketing Direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships. Many forms: Telephone marketing, direct mail, online marketing, etc.; Four distinctive characteristics: Non-public, Immediate, Customized, Interactive; Well-suited to highly-targeted marketing efforts

38. End Of Presentation Marketing Communication Process & Promotion Mix ankurchandel@ymail.com