Marketing. scope of promotion. advertising, personal selling

Marketing mix(promotion)

1. Promotion Group P

2. Outline Introduction Promotion Mix Advertising Personal selling Sales promotion Public relations

3. Introduction Promotion is a marketing tool,which uses the various strategies and activities to communicate information about a product to a target consumers. Purpose of promotion Increase brand awareness Differentiate a brand from it competitors Increase sales and revenue Building customer

4. Promotion mix Promotion mix is the combination of tools and techniques uses in promotion.it is also known as the communication process Some promotion mix tools and techniques Includes Advertising Personal selling Sales promotion Public relation

5. Advertising Advertising is the common form of promotion mix. It is defined as any paid form of non-personal presentation and promotion of ideas, goods or services through mass media such as newspapers, magazine, television or radio by an identified sponsor .

6. Types of Advertising Informative advertising Persuasive advertising Reminding advertising Reinforcement advertising Pioneer advertising Competitive advertising

7. Developing Advertising Strategies Select target market Determine advertising objectives Compose the advertising message Allocate the budget Develop media plan Execute the campaign Evaluate the effectiveness of the campaign

8. Personal Selling Involves the persuasive communication between a seller and a buyer which is designed to convince the customer to purchase the product through an exchange process. Personal selling is one of the oldest professions in the world.It is a personal presentation by a firm’s sales force for the purpose of making sales and building customer relationship.

9. Personal selling process Prospecting Pre-approach Approach Presentation Handling objections Closing the sale/Deal sealing Post-sales support/Follow-up

10. Sales Promotion Sales promotion represent variety of techniques used to stimulate the purchase of a product or brand. These activities are effectively short term and might be used to increase sale, to respond to competitive activities, to help with the task of personal selling, or simply as an alternative to advertising. Types of Sales Promotion Consumer Sales promotion: Sales promotion targeted at at consumers or end-users and designed to stimulate the actual purchase. Example, price off,contests,coupon, refund. Trade promotions : They are sales promotion tools used to persuade resellers to carry a brand, give it shelf space, promote it in advertising and push it to consumers. Example, straight discount, price-off,free goods push money.

11. Public Relations It concerns building good relations with the organisation’s various publics by obtaining favourable publicity, building up a good corporate image and handling or unfavourable rumours, stories and events. Public Relation Tools press relations or press agency : placing newsworthy information in the news media to attract attention to a person, product or service. Product publicity : publicizing specific products Public affairs : Building and maintaining national or local community relations. Lobbying : building and maintain relations with legislators and government officials to influence legislation and regulations. Investor relations : maintaining relationships with shareholders and others in the financial community. Development : public relations with donors or members of nonprofit organizations to gain financial or volunteer support.

12. Types of Public Relation Activities Press releases Presses conferences Visit and open days Magazines, publicity literate and education services Corporate video tapes used as marketing communications tools Charitable donations Hospitality at top sporting events Sponsorship of events

13. Factors influencing the promotion mix The type of market Budget available Stages in the product cycle Consumers preference for various media