Dr.

Saleh Azab Hasan

Advertisement
and
Promotion
sinaiuniversity.net
@Sinaiunieg info@su.edu.eg www.su.edu.eg
 What is Promotion?
- Promotional marketing is a set of activities to share knowledge about a
particular brand, product, or service with as many people as possible
with the aim of increasing brand awareness and sales.
- The first step to developing a promotional plan is to create goals.
- The three goals of promotion are to inform, express, and persuade.
- Promotion belongs to the 4Ps of marketing. It’s all about strategies and
techniques that help communicate a product to the audience.
- The goal of promotions is to present your product, increase demand,
and differentiate it. So, promotion is the basic element of marketing.

@Sinaiunieg info@su.edu.eg www.su.edu.eg

@Sinaiunieg info@su.edu.eg www.su.edu.eg
@Sinaiunieg info@su.edu.eg www.su.edu.eg
 Types of Promotional Marketing
1. Personal selling. This one-to-one communication with potential customers is the most expensive
type of promotion, but also the most effective when done correctly.
2. Advertising. Ads play a crucial role in making brands recognizable. Good advertising with an
accurate, targeted message will reach both existing and potential customers.
3. Direct marketing. Performed through social media, email, and SMS marketing, unlike advertising,
direct marketing intends to build relationships with people who have had your brand or product on their
radars before. Direct marketing is well suited to highly targeted marketing efforts and to building one-to-
one customer relationships.
4. Sales promotions. Promos stimulate purchasing and sales by giving discounts, cashback, free
shipping, gifts, Sample. Coupons, Patronage reward and more.
5. Public Relations. This promotion style is a chance to build a positive and attractive brand image.
With PR promotions, marketers analyze the way people respond to their brand, find out the positive
and negative associations with their company, and work on the reconstructing of the brand's image.

@Sinaiunieg info@su.edu.eg www.su.edu.eg

Promotion importance - The objectives of stimulating consumers with
the highest importance, are increasing the number of customers, and
increase the quantity of goods purchased by the same buyer.

@Sinaiunieg info@su.edu.eg www.su.edu.eg

 The five Objectives of Promotional Marketing
- Promotion of new products or services
- Development of brand image
- Informing customers
- Showing superiority over competitors
- Turning potential buyers into real customers

@Sinaiunieg info@su.edu.eg www.su.edu.eg

 Tools of sales promotion
1. Financial
2. The credit
3. Distribution or delivery free samples (sampling)
4. Premium sales, coupons
5. Competitions and lotteries among buyers
6. The use of packaging
7. An expanded sales campaigns of goods
8. Service policy.
The most important tools for promoting markets are financial, in
particular, in the world used a large number of discounts.
@Sinaiunieg info@su.edu.eg www.su.edu.eg
 Advertising
- Advertising is promotional forms often described as being too impersonal and
only a one-way communication form.
- Advertising aims at mass communication.
- The first step in developing an advertising program should be to set advertising
objectives.
- After determining its advertising objectives, a company next sets its advertising
budget for each product.
- Online advertising has the advantage of being high in selectivity, low cost,
immediacy, and interactive capabilities

@Sinaiunieg info@su.edu.eg www.su.edu.eg

 Advertising ways
1. Directed to consumers Advertisement (DTCA)has been linked to:
a - better education of people.
b - more informed discussions between groups.
- DTCA has been criticized as
. leading to unnecessary consumption
. withholding of information
. Misinformation

2. Through advertisement in professional publications, books, journals,

conferences electronic media and cyber space.

@Sinaiunieg info@su.edu.eg www.su.edu.eg

 Personal Selling
- Personal selling is the most important way of promotion. It adopts detailing in
combination with many other tools.

- The adopted tools of promotion for this technique are product’s information,
literatures, samples, giveaways, personalized gifts, and workshops and many
other tools.

- Detailing is most commonly used technique worldwide and by definition :

Detailing is the personal sampling and other promotional work among audience in
order to secure goodwill and possible distribution of the product.

P. 01 @Sinaiunieg info@su.edu.eg www.su.edu.eg

 Promotional Marketing Strategies
1. Email marketing. Every dollar spent on email marketing brings $44 in revenue.
With this channel, a firm invites specialists to its events, shares news and updates,
promotes products and services. So a firm increases both customer retention and loyalty
by sending transactional emails, boost sales with abandoned cart emails and post-
purchase emails, improves it’s relationships with triggered emails. SendPulse is an
application allows marketers to send 15,000 emails each month for free.
2. Social media marketing. Users of Facebook and Instgram search for reviews
from the brand’s customers. A firm has to look for high-quality photos of products, and
contact the brand’s representatives to find out more information. A firm should
encourage it’s clients to leave feedback about it’s product, launch targeted advertising
campaigns, and create chatbots. They will help the firm automate answering FAQ and
collect orders.

@Sinaiunieg info@su.edu.eg www.su.edu.eg

3. Content marketing. It should be a part of online marketing strategy. People
adore high-quality content which helps them make a choice, answer their questions,
offers expert tips. Start brand blog to find out popular search terms and users’ pain
points and cover them. Provide how-to guides, interviews with top specialists in the
industry, and outstanding case studies.

4. Influencer marketing. People don’t look for brands — they look for emotions
they can provide. For this reason, they trust other people more than the brand itself.
A firm should look for thought leaders — influencers — whose opinion DOES matter
for clients. Using Instagram tags, a firm can find bloggers who enjoy using its
product.

@Sinaiunieg info@su.edu.eg www.su.edu.eg

5. Referral marketing. 92% of consumers tend to believe their friends’
recommendations rather than any advertising campaign. Word-of-mouth is the
strongest promotion strategy. To encourage clients to share a word about the
brand, offer a referral program. Reward them with a discount or bonuses each time
a client buys using the firm’s referral link. So it will increase sales, customer loyalty,
and brand recognition
6. MULTI-CHANNEL STRATEGIES
- A multi-channel marketing communications strategy reviews the different types
of customer contact with an organisation to determine how these touchpoints can
be incorporated within a marketing plan to reach objectives.
- This strategy involves both online and offline channels and can connect outbound
call with a website and email, for example.
- Multi-channels strategies derive from an internal audit to determine customer
channel preferences as well as the preferences of the organisation.
@Sinaiunieg info@su.edu.eg www.su.edu.eg
 Internet Based Promotion
- Using corporate blogs, social network webs and many other online methods.
- Electronic detailing, interactive websites, email prompts and marketing campaigns use social
networking sites such as YouTube, MySpace and Facebook .
- There are no restrictions for consumers to access the web based product information or
through the advertisement mails, they get in their e-mail box from some unknown person
offering to deliver at there doors.
- Now the question arises who will monitor them how it can be controlled ?
- Electronic detailing (e-detailing) is one of the methods of promotion introduced few years back
technologically develop tool.
- For e-detailing digital technologies like internet, video conferencing, and interactive voice
-

response are adopted to interact with the audiences.

@Sinaiunieg info@su.edu.eg www.su.edu.eg

 Promotional Marketing Steps
1. Understand the needs of your target audience.
2. Decide which marketing channels to use: For example, SMS marketing is right
for promotional purposes on a local scale. For more international outreach, companies should
use email campaigns, which are not only promotional but nurturing and trust-building. Besides,
SendPulse offers free web push notifications to reach customers who did not interact with your
emails and SMS.

3. Determine the objectives: Set realistic targets; don’t try to satisfy the full list of the
business's goals at once.

4. Develop a proper promotion mix: A promotion mix is a model for creating

a promotional plan based on the 5p’s: people, price, place, product, and promotion

@Sinaiunieg info@su.edu.eg www.su.edu.eg

5. Come up with the promotional message: Create a message that sounds
familiar and understandable for the target audience. It should be humorous and trendy
when it talks to younger recipients., and formal and reliable when communicating with
professionals.

6. Set the budget: the expectations for promotion marketing budget according to the
resources and find out the cost for each channel to use during the promotion.

7. Monitor the results: Analyzing all available tools and data to understand if the
promotion is a success.

@Sinaiunieg info@su.edu.eg www.su.edu.eg

 quizzes
1. Marketing and promotion efforts help raise consumers awareness of the most recent
practice guidelines.
2. Promotional expenditures mostly exceed expenditures on research and development (R&D).

3. The first step to developing a promotional plan is to create goals.

3. DTCA has been criticized as
A. leading to unnecessary consumptions B. misinformation
C. withholding of information D. all of the previous
4. The common personal selling styles are the following Except:
A. Friendly B. courage C. need satisfy D. Consultative

5. All of the following are considered to be consumer-promotion tools EXCEPT:

a. Samples B. Push money C. Coupons D. Patronage reward

@Sinaiunieg info@su.edu.eg www.su.edu.eg

6. Which of these are not an element of promotion?
a.Sales Promotion b. Personal Selling
c. Advertising d. Public Networking

7. Which of the following is a correct feature of personal selling?

a. One to one contact b. Indirect communication
c. Planning d. Quick Sales

8. Which of the following is not a part of online marketing?

A. E-commerce activities b. One to one contact
c. Full functional website d. Registration with any online business directory.

@Sinaiunieg info@su.edu.eg www.su.edu.eg

9. Which of the following is not an objective of advertising?
a. Building relationships b. Introducing a new product
c. Developing a brand image d. Providing information

10. Which of the following is not a sales promotion tool?

a. Joint promotion b. Finance deals
c. Salesman trying to make a Sales d. Free gifts

11. All marketing activities that attempt to stimulate quick buyer action or immediate
sales of a product are known as………
a. Sponsorship b. Advertising c . personal selling d. sales promotion
e. Publicity
12.____ is short-term incentives to encourage purchase or sales of a product or service
A. Advertising b. Sales promotion c. Online advertising d. Public relations

@Sinaiunieg info@su.edu.eg www.su.edu.eg

13. Which tool of the promotional mix consists of short-term incentives to encourage
the purchase or sale of a product or service?
A. Advertising b. Public relations c. Direct marketing d. Sales promotion

14. The personal presentation by the firm's sales force for the purpose of making sales
and building customer relationships is called:
a. Personal selling b. Public relations C. Direct marketing D. Sales promotion

15. ____ is used heavily when introducing a new product category .

A. Persuasive advertising b. Inferential advertising
c. Reminder advertising d. Informative advertising

16. Advertising aims at ______

a. Product selling b. Marketing c. Customer relation d. Mass communication

@Sinaiunieg info@su.edu.eg www.su.edu.eg

17. Which of the following promotional forms is often described as being too
impersonal and only a one-way communication form?
A. Advertising b. personal selling c. public relations d. sales promotion

18. _______ is well suited to highly targeted marketing efforts and to building one-to-
one customer relationships.
A. Advertising b. Public relations c. Sales promotion d. Direct marketing

19. After determining its advertising objectives, a company next sets its advertising
_____ for each product.
A. strategy b. budget c. goal d. format

20. _____ has the advantage of being high in selectivity, low cost, immediacy, and interactive
capabilities.
A. Direct mail b. Outdoor c. Online d. Radio
@Sinaiunieg info@su.edu.eg www.su.edu.eg