Promotion:

Designing and managing the marketing mix (4P’s) elements to inform, persuade
and remind and reinforce current and potential customers.

Inform the customer :

aims to create brand awareness and knowledge of new
products or new features of existing products.
Eg) Advertisement about Navigator (Map) on Smartphone.

Persuasive: It aims to create liking, preference, conviction

and purchase of a product or service.
eg) VISA has run successful ad campaign called “It’s Everywhere You
Want to Be”, that showcases desirable locations and
events that accept’s the American Express card.
Reminded-ness: to stimulate repeat purchase of products and
Services the customer again and again.
Eg: Reminder of jam-e-shireen-sharbat in month of Ramadan

Reinforcing: aims to convince current purchasers that they

made the right choice.
Eg: satisfied customers enjoying features of their new car.
In marketing, Promotion refers to any type of marketing
Communication used to inform or persuade target audiences of the relative
merits of a product, service, brand or issue.
The aim of promotion is to increase awareness, create interest, generate sales
or create brand loyalty. A company’s total promotion mix is also called its
marketing communications mix.

Promotional mix (Integrated Marketing Communication IMC)

1. Adv
2. Personal selling (direct marketing)
3. Public relations and publicity
4. Sales promotion (indirect marketing)
5. Direct Marketing
 ADVERTISING
• Latin word “to turn the mind to”
• “turn the diversion to some thing”

Definition :
Any paid form of non personal/personal
representation of the ideas, goods or services by an
identified sponsor
• Non personal communication b/w sellers and customers
• Adv aim is to influence attitude and behavior of the consumer
• Used for boosting up the sales
Media used for adv (print and electronic)
1. Television
2. Radio
3. Newspaper
4. Magazines
5. Direct mail (e-p)
6. Transit vehicles
7. Hand bills
8. Out door display
9. Catalogs And calendar
10. Diaries and other novelties
• Adv can reach large no: of customer
• Used to boost the sales
• Objective is to aware and educate people
• To inform them
• To persuade them
• To influence them to buy
• Major goal is to help make the attitude and behavior of the
people
• Generally you can say that;

passing of ideas/promotion of ideas, goods and

services from producer to ultimate consumer on
payment of charges is advertising
Online Advertising
If you see an advertisement via the internet, then it is
classified as online advertising. In fact, there are ads on this
very page, and most other websites you visit, as they are the
primary revenue driver for the internet..
LinkedIn
Facebook
Twitter
Instagram,
Snapchat
Cell Phone and Mobile Advertising
• A dominating force in digital advertising is through mobile
devices such as cell phones, iPads, Kindles, and other
portable electronic devices with internet connectivity.
• Mobile advertising is similar to online advertising and is
increasingly gaining importance as a method of reaching
new customers.
Guerrilla Advertising
• Also known as ambient media, guerrilla advertising (or
marketing) has become prominent over the last 20 years. It
is a broadly used term for anything unconventional and
usually invites the consumer to participate or interact with
the piece in some way. Location is important, as is timing.
The driving forces behind guerrilla advertising or
marketing are creative ideas and innovation, not a large
budget. Quite often, you will ask for forgiveness rather
than permission with these campaigns, and they will
spread via word of mouth and social media.
 Guerrilla Marketing
Is an advertising strategy that focuses on low-cost unconventional marketing tactics that
yield maximum results.
It Is the act of executing an unusual or unexpected marketing activity in a common,
everyday place in order to generate a buzz for products or services. Guerrilla marketing
is usually a low or no-cost form of marketing that can reap substantial profits if
implemented correctly.
Here are seven strategies for creating a successful guerrilla marketing campaign:
Take a Stand: 
Pick a popular or controversial industry topic, define your stance, and make it known.
Give Products Away: 
Some businesses offer free samples in order to generate business.
Be Aggressive with Follow-Up: 
Don't worry about annoying your prospects. Come up with a well-timed follow-up plan
and stick to it.
Honor Your Competitor's: 
Retailers use this technique to grab customers who typically shop
somewhere else. If you're willing to risk upsetting your competitors, you
can use this strategy, too.

Use Money: 
Use cold, hard cash to get people's attention.

Use tattoos/stickers/badges/face painting: 

Utilize Social Networking: 

Websites like messages on phone, Facebook, Myspace, YouTube
Outdoor Advertising
• Also known as out-of-home (OOH) advertising, this is a
broad term that describes any type of advertising that
reaches consumers when they are away from home. Think
of billboards, bus shelter posters, fly posters, and even
those big digital boards in Times Square.
Public Service Advertising
• Unlike traditional commercials, Public Service
Advertisements (PSA) are primarily designed to inform
and educate rather than sell a product or service. PSAs
traditionally appear on TV and radio but are also heavily
promoted online. 
Event Marketing/Adv
• Paying to sponsor a sports team or a charity benefit falls
under event marketing. These types of advertisements
mean a large cross-section of people hear your brand name
and associate it with that event. Many companies also look
to conventions for this sort of niche advertisement
 Advertising Clutter (noise)
Advertising or marketing clutter refers to the large volume
of advertising messages that the average consumer is
exposed to on a daily basis. This phenomenon results from a
marketplace that is overcrowded with products leading to
huge competition for customers.
 Madison & Vine
A term that has come to represent the merging of advertising
and entertainment in an effort to break through the clutter
and create new avenues for reaching consumers with more
engaging message.
Personal selling (direct marketing)
Personal selling 
is where businesses use people (the "sales force team") to sell the product after
meeting face-to-face with the customer. The sellers promote the product through their
attitude, appearance and specialist product knowledge. They aim to inform and
encourage the customer to buy, or at least trial the product.

1. Face to face
2. Telephonic
3. E-marketing
4. Door to door

• Direct presentation of product to limited customers

-- Paid from and expensive
-- Extensively done by nearly all firms
Essentials of Sales Force Team
 Personal communication channels
Channels through which two or more people communicate directly
with each other, including face to face, on the phone, via mail or e-
mail, or even through an Internet “chat.

Word-of-mouth influence
Personal communications about a product between target buyers
and neighbors, friends, family members, and associates. (whole
sellers-retailers)

Buzz marketing
Cultivating opinion leaders and getting them to spread information
about a product or service to others in their communities.
 Non-personal communication
channels
Media that carry messages without personal contact or feedback,
including major media, atmospheres, and events.
Major Media includes:
• Print media (News paper, magazine, Direct mail)
• Broadcast media (Television & Radio)
• Display media (Billboards, Signs and Posters)
• Online media (Email, websites, online social media)
Atmosphere
• Design environment that creates customer learning towards buying a
product. Such as lawyers, doctors and banks office designs.
Events/ehibitions/seminars/festivals
Events are staged occurrences that communicate messages to target
audiences
Sales promotion
Sales promotion(indirect selling) is the process of persuading a potential
customer to buy the product. Sales promotion is designed to be used as a
short-term tactic to boost sales – it is rarely suitable as a method of
building long-term customer loyalty.
Demand generating thing
Event sponsorship, exhibitions,
discounts, trade shows
In-store displays, contests
Rebates
Samples
When sales promotion is directed towards channel of distribution it is known as
TRADE PROMOTION
• Money off coupons 
• Competitions (lucky draw)
• Discount vouchers 
• Free gifts 
• Point of sale materials .
• Loyalty cards 
Public relations is a strategic communication process that builds
mutually beneficial relationships between organizations and their
publics." Public relations can also be defined as the practice of managing
communication between an organization and its publics.

It does not include a specific

massage it is to increase relations with;
Government
Consumer (society)
• Letters
• Annual report
• Articles
Lobbying (propaganda) of
good charitable or humanity work
 Publicity
Publicity is gaining public visibility or awareness for a product, service
or your company via the media. ... From
marketing perspective, publicity is one component of promotion
and marketing. The other elements of the promotional mix are
advertising, sales promotion, direct marketing and personal selling.
Create the news
• Special form of P-R and it includes news stories
• Impersonal massage like advertising
• But not paid form

• More credible then adv

• Company has no control over it;
(if the event has happened news will come)
Characteristics
• Special form of Publicity includes news stories
• Impersonal massage like advertising
• But not paid form
• More credible then adv
• Company has no control over it;
• (if the event has happened news will come)
 Direct Marketing

Direct connections with carefully targeted individual consumers

to both obtain an immediate response and cultivate lasting
customer relationships
Includes;
catalogs,
telephone marketing,
kiosks,
the Internet,
mobile marketing,
Door to door
and more.
 Communication process and promotion
Communication
Two-way process of reaching mutual understanding, in which participants not only
exchange (encode-decode) information, news, ideas and feelings but also create and
share meaning. In general, communication is a means of connecting people or places.
In business, it is a key function of management--an organization cannot operate
without communication between levels, departments and employees

Is verbal or non verbal massage

Two levels , (sender – receiver)
Promotion is from of communication

Communication process
• A message (content-obj of the message)
• A source of the massage (sender)
• communication channel (media)
• Receiver
Determining the Communication Objectives
Communication must have objective:
Confirm Desired Response from customers.
Response is not only purchase, it can be any position on
Buyer Readiness Stages
Awareness: Consumer just has a vague idea of what the
product/service is all about.
The main job of the marketer is to launch a campaign which
increases consumer awareness.

Knowledge: Consumer is aware of the product but does not

have enough knowledge about what it actually offers.
The advertiser's job is to ensure product information is
easily available.
If the target group lies in this stage then the main job is to
spread greater knowledge.
Example: FAQs, Blogs etc.
Liking: Consumer starts relating to the (ads/messages)product and
develops connections to it.
Understand what the consumer feels about his product accordingly
draft his campaigns or communication.
As an advertiser what features can you promote to encourage the
customer to like your product?

Preference: The Advertiser enquires about the relative positioning

of the marketer’s product in the consumer’s purchase list and tries
to bring it on the top.
Advertisers will want to highlight their brand's benefits and
unique selling propositions (USP) so that the consumer can
differentiate it from competitor brands.
Example: Email marketing is an important digital channel here
because by signing up, they have shown preference for your
business and offers. 
Conviction: The consumer needs to be given a strong reason to
believe (RTP) to purchase the product over others. This is how
conviction about the product can be build.
Advertisers may encourage conviction by allowing consumers to
test or sample the product.
Examples of this are inviting consumers to take a car for a test drive
or offering consumers a free sample of a food product

Purchase: building confidence about the product, the marketer

actually leads the consumer to purchase it.
This is by offering discounts, giving rewards, making the product
available at the consumer’s nearby stores.
Variety of payment options encourages purchase
 Push & Pull Strategy
Push strategy
A distribution strategy that calls for using the sales force
promotion and trade promotion (distributors) to push the
product through channels. The producer promotes the product
to channel members who in turn promote it to final
consumers.(buz marketing and word of mouth)
Pull strategy
A promotion strategy that calls for spending a lot on
consumer advertising and other promotional tools to induce
final consumers to buy the product, creating a demand
vacuum that “pulls” the product through the channel.