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Elements of promotion mix

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It includes the different tool/methods/means of promotion mix, namely, advertising, sales promotion, personal selling and publicity.
A highly illustrative presentation.

Published in: Marketing, Business
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Elements of promotion mix

  1. 1. PROMOTION MIX -Yashaswini Agarwal 2013
  2. 2. What is promotion? It refers to the use of communication with the twin objectives of informing potential customers about a product and persuading them to buy it.
  3. 3. TOOLS OF PROMOTION MIX •Advertising •Sales Promotion •Personal Selling •Publicity
  4. 4. ADVERTISING • It is impersonal form of promotion- In advertising there is no personal connection between the firm and the public who reads or sees the advertisement. • It is the most visible form of all promotional tools – The advertising of a particular product can be done through putting up of posters, banners, television ads, radio or on the internet.
  5. 5. • Medium used are radio, T.V, internet, newspaper advertising – The most effective method of advertising is through media. It can be done through television ads, internet links, radio and newspapers. • Identifies sponsor – It is undertaken by some identified individual or company who makes the advertising efforts and also bears the cost of it.
  6. 6. What is sales promotion? It refers to the short term incentives, which are designed to encourage the buyers to make immediate purchase of a product or service.
  7. 7. SALE PROMOTION • Short term incentives offered to encourage sales – Giving the customers to try or test your product( especially if its a consumable product) . The customer will use the product and if liked by them, would go to buy that particular product. • Gains attention and has immediate effects. • Example: Rebate, refunds, discounts, gifts, product quantity, lucky draws etc.
  8. 8. What is personal selling? It involves oral presentation of message in the form of conversation with one or more prospective customers for the purpose of making sales.
  9. 9. PERSONAL SELLING • Oral face to face presentation of message with prospective customer- Here, the firm appoints sales persons to go from door to door and advertise their products. This helps give a personal touch as the sales person explains to the customers. • It is flexible and has immediate effect- If a customer wants to inquire in detail about a particular product they can do so. They can clear all quires regarding the product and be satisfied. • Development of relationship – Direct contact helps develop personal relationship with the prospective customers which may important in making sales. • Example: Door to door demonstrations, explanation and display by salesman.
  10. 10. What is publicity? It is a non personal and non paid form of communication. It includes promoting the product through media.
  11. 11. PUBLICITY • It is unpaid – Does not involve any direct expenditure by the marketing firm. • No identified sponsor – As the message goes as news item, the sponsor is not identified. • Done through press conference, speeches, annual reports, events, publications, donations and sponsorship.
  12. 12. Hyper Panda lends a helping hand to UAE Down Syndrome Association – A form of publicity.
  13. 13. Indian actress Shruti Hassan was invited to inaugurate the Malabar Gold Branch Hyderabad. This news circulates at the Bollywood news channels as a news item, giving publicity to the company.
  14. 14. Activity 1. Which one of the following includes approaching the customer personally? a. Advertising b. Sales promotion c. Personal Selling d. Publicity
  15. 15. 2. Which of the following includes promotion through mass media? a. Advertising and sales promotion b. Sales promotion and publicity c. Publicity and advertising d. Personal selling and sales promotion
  16. 16. 3. Which of the following has the most strongest impact on the customer? a. Advertising and sales promotion b. Sales promotion and publicity c. Publicity and advertising d. Personal selling and sales promotion
  17. 17. 4. Which of the following is not a part of sales promotion? a. Promotion by quantity gifts b. Promotion by posters c. Promotion by discounts d. Promotion by sampling
  18. 18. THE END

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