ideas, goods or services that is delivered through

Promotion traditional media channels.

 An advertisement should be: visually attractive &
consumer-oriented
Definition: Promotion refers to the entire set of activities,  More exposure equals more money which is better
which communicate the product, brand or service to the for the business.
user. The idea is to make people aware, attract and induce
them to buy the product, in preference over others. 2. Direct Marketing
 It involves direct communication with potential
Scope: customers to sell a product. Unlike advertising,
direct selling does not buy spots from third-party
The promotion element of the marketing mix of media.
the organisation includes all the relevant “activities,  It also involves specific “call-to-action” (CTA),
materials, and media used by a marketer to inform and which includes anything that prompts the
remind prospective customers about a particular product consumer to go to a physical store to make a
offering”. purchase.
 Methods: calling through mobile phone, sending
The promotional element of the marketing mix is SMS, emailing, sending out invites through
also referred to as the marketing communication or magazines and newspapers to attend events
promotional mix, and includes various communication
methods and activities aimed at the target consumer. The 3. Sales promotion
integration of the promotional elements is called  It involves the use of media and non-media
integrated marketing communications, or IMC. marketing communications within a specified
period to increase awareness and interest.
 Sales promotion is designed to be used as a short-
OBJECTIVES OF PROMOTION AS A MARKETING MIX term tactic to boost sales
 It is rarely suitable as a method of building long-
 Create awareness. All too often, firms go out of term customer loyalty.
business because people don’t know what they do
 Medium: coupons, contests, discount vouchers,
or that they even exist. Creating awareness will
keep a brand’s name in front of others and free gifts, loyalty cards, sponsorships
reinforce its image.
4. Public relations
 Increase sales. Once people become customers of  Public relations (PR) is the process of generating
a business, another promotional marketing positive media coverage for a company/business.
objective is to encourage them to increase their  Using PR as a tactic to promote products or
spending. services requires creating a list of media contacts
(beauty vloggers, celebrities, etc.)
 To differentiate a product from others in the  PR packages: Companies send PR packages to
marketplace. It is a way of distinguishing yourself
artists and bloggers when there is a new product
from the competitors and clarifying what it is you
offer that makes you the better choice. launched because they want people to know about
their new products through the influencer’s
 Keep loyal customers. Promotion is also used to review of the products (publicity).
keep people from switching brands. Establishing
strong brand loyalty can make you practically 5. Personal Selling
immune to competitive forces. This is especially  Personal Selling is a method where companies
important in places where new players enter the send their agents to the consumer to sell the
marketplace often. products personally. Here, the feedback is
immediate and they also build a trust with the
TYPES OF PROMOTION customer which is very important.
- The different types of promotion also serve as the  Makes use of communication and negotiation
specific tactics in a marketing plan. skills to close the sale of a product that cannot sell
on its own off the shelves in a store.
1. Advertising
 Advertising can be described as a paid form of
non-personal presentation and promotion of
FACTORS TO CONSIDER IN PROMOTION will naturally build on your brand awareness.
Your target market will also gain easy access to all
 Nature of the Product. Consumer goods like that your business has to offer.
grocery items, drugs etc. require mass
advertisement. Complex and technical products Increases Customer Traffic. Promoting a new
like computer requires personal selling. offer or a new product is a key way to drive traffic
to your site. Your target market needs to see new
 Nature of Market. If the customers are content consistently to keep them interested and
concentrated in a particular locality, personal engaged. If you promote the same thing over and
selling is likely to be more effective. But if they are over, your customers will disengage and become
scattered widely in different parts of the country, inactive to your marketing efforts. Keep them
advertising, public relations, sales promotion and updated, make them feel special and give them
personal selling—are all necessary to promote a something exclusive.
product. Builds Sales and Profit. Promotional material
gives customers more of an incentive to purchase,
 Stage of Product’s Life Cycle. The stage of a if they can purchase your product or service from
product’s life cycle is an important determinant of many different sources, why should they choose
promotion mix. During the introduction stage, the you? This should be answered through your
customers are to be informed about the promotional activities.
availability of the product and educated about its
benefits and uses. That is why businesses make DID YOU KNOW?
use of all kinds of promotional activities to launch As of July 2019: Did you know that 1.5 BILLION users log
their products successfully. into YouTube every single month? That massive audience
is making advertising on YouTube a go-to strategy for
 Budget or Availability of Funds. Personal selling companies today. On average, businesses earn an average
is cheaper and more effective in the short-run. YouTube advertising cost of $0.10 to $0.30 per view,
However, advertising in reputed magazines and which, when converted to peso, is P5 to P15. Google keeps
journals is very costly, but will attract consumers 45% of YouTube advertising revenue, so you receive 55%
more. of every dollar paid by advertisers.

 Level of Competition. Heavy competition References:

requires all factors of promotion in order. If on the
other hand level of competition is low then only  Definition of Promotion. (n.d.). Retrieved from
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personal selling may or may not be opted as a romotions
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Promotion.Retrievedfromhttps://yourbusiness.azc
 Type of Buying Decisions. Consumers are faced entral.com/objectives-marketing-promotions-
with purchase decisions every day. Because 4328.html
consumers often buy on emotions, ads can affect  Riley, J. (n.d.). Sales Promotion. Retrieved from
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often advertised on television in a way that tries to promotion
create an emotional tie with the buyer.  Marketing Strategies: Promotion, Advertising, and
Public Relations. (n.d.). Retrieved from
IMPORTANCE OF PROMOTION AS A MARKETING MIX https://www.universalclass.com/articles/business/
Promotion is the voice of your company which send marketing-strategies-promotion-advertising-and-
out your brand’s message loud and clear to the audience. public-relations.htm
 Olenski, S. (2017). 5 Factors That Can Make Or
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about your brand and company should be
consistent throughout any promotion, so that it
 Fenner, S. (n.d.). Promotion Strategies in
Marketing: Examples & Concept. Retrieved from
https://study.com/academy/lesson/promotion-
strategies-in-marketing-examples-lesson-quiz.html
 Promotion. (n.d.). Retrieved from
https://courses.lumenlearning.com/boundless-
business/chapter/promotion/
 Siddharth, S. (2016). Promotion-Mix: Meaning and
Factor Influencing Promotion-Mix. Retrieved from
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motional-mix/promotion-mix-meaning-and-factor-
influencing-promotion-mix/69591
 Manjulata, M. (n.d.). Factors Affecting Promotion
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2/factors-affecting-promotion-mix/31800
 Top 5 Benefits of Promotional Marketing. (2017).
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op-5-benefits-of-promotional-marketing
 Acutt, M. (n.d.). Marketing Mix – Promotion
(Promotional Strategy). Retrieved from
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 Chierotti, L. (2015). Harvard Professor Says 95%
of Purchasing Decisions Are Subconscious.
Retrieved from https://www.inc.com/logan-
chierotti/harvard-professor-says-95-of-purchasing-
decisions-are-subconscious.html
 How Much do YouTubers Make? – A YouTuber’s
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do-youtubers-make/