Promotion Mix

Promotion mix, Advertising, Publicity, difference between advertising and publicity, Personal selling, Sales Promotion, difference between advertising and personal selling

1. Promotion Mix Asst. prof. parasmani jangid Sdj international college

2. Meaning When intensive efforts are made to increase the sales of a particular product, it is called “promotion”. Promotion Mix- It is the set of all the activities undertaken to increase the sale of product.” the activities included- Advertising Publicity Personal selling Sales promotion

3. Advertising American Marketing Association defines advertising as “Any paid form of non-personal presentation & promotion of ideas, good or services by an identified sponsor.” “advertisement is salesmanship in print.”

4. Characteristics Impersonal Salesmanship In advertising, goods are not sole directly as in case of personal selling. Here people are only well informed through various media of advertising about goods & services & motivated to buy. Handwritten, printed or Oral The message about goods or services may be handwritten (black board), Printed (handbill, posters) or oral (announcements on Radio, TV) An Art Advertising is an art of selling goods or services by informing people in form of magazines, newspapers, radio, TV, etc & influencing their buying decisions. In old times, people were assembled at 1 placed & then by shouting announcement was made.

5. Characteristics Activity addressed to a mass of people Advertising is an activity not concerning one individual but the mass of people i.e to a large no. of people & creating group impact(effect). Objectives of sales promotion The objective of advertising is not only to give message or information about to buy goods & thereby increases sales. Use of various media There are many medias for advertising like magazines, newspapers, radio, TV, cinema slides, posters, circulars, etc. More element of truth Advertising concept was misunderstood in 19 th century. But now laws are enacted by t he government for the same purpose. Now advertising is no more a cheating to consumers but a truth or reality. Huge expenditure Advertising is the paid form of presentation which means it has a heavy cost or expenditure. The annual ad expenditure in USA is Rs 24000 crores. In india a half an hour dail shops can be at a cost of lacs of rupees

6. Publicity Meaning If a company & its product come to the attention of public through newspaper, radio or TV free of cost , its is called publicity.

7. Characteristics Diverse tools Cost free service Sales promotion not the direct aim Obtaining editorial space Part of public relations

8. Importance of publicity News worthieness Stimulus Creating credibility-good name Economy-free or less cost advertising Makes salesman’s work easy-as all know about the product Public relation-increasing company’s goodwill in the market Change in customers attitude

9. Difference Sr No. Point of Difference Advertising Publicity 1 Meaning Any paid form of non-personal promotion of ideas, goods or services by an identified sponsor is … If a company & its product come to the attention of public through newspapers, radio or TV Free of Cost, is ... 2 Medium Various Medium News paper, radio & TV only 3 Control Only manufacturer No control 4 Aim Increase in sale Increase in prestige 5 Repetition Can be repeated Not possible 6 Credibility Less More 7 Form of Form of propaganda Form of reports in newspaper 8 Price Price is to be paid Cost free

10. Personal Selling According to personal selling “Personal selling consists of individuals, personal communication, in contrast to the mass, impersonal communication of advertising, sales promotion & other promotional tools.” OR In simple words, “it refers to door to door selling made by salesmen to increase sales of product or services.”

11. Characteristics of Personal Selling Personal Contact: In personal selling, salesmen comes in direct contact with the customers & persuades them to buy the product. Flexible process: It is flexible process. Salesmen convince different types of customers in different ways. Quick results: This is the only medium which gives quick results. As salesman & consumer meet personally all the hurdles are removed which leads to sales promotion. Minimum waste: In personal selling, salesmen prepare the list of potential buyers & appeals directly to them. So no money is wasted as in case of advertising.

12. Genuine form of marketing: In personal selling, salesmen comes in direct contact with the customers & persuades them to buy the product. So only products are sold as per requirements & so it is a genuine form of marketing. Difficult Task: It is a tough job as compared to other elements as it requires lots of patience, tolerance, cautiousness, friendly nature, etc.

13. Difference Sr No. Point of Difference Advertising Personal Selling 1 Meaning Any paid form of non-personal promotion of ideas, goods or services by an identified sponsor is Advertising. It consists of individuals, personal communication , in contrast to the mass, impersonal communication of advertising, sales promotion & other promotional tools. 2 Job Easy Tough 3 Expensive Cheap/no expensive Expensive/yes expensive 4 Way of process One way Process Two way Process 5 Work to be done Just give Information about product to all Bring product to the direct attention of buyer

14. Sr No. Point of Difference Advertising Personal Selling 6 Accuracy in result Can’t be known accurately Can be known accurately the impact of personal selling 7 Success depends How powerful advertisements are? On ability, skill, knowledge, etc of salesmen 8 Physical Verification Not possible Possible 9 Contact Impersonal/ Indirect Personal contact

15. Sales Promotion “All the efforts made by the company to increase its sales is called sales promotion.” OR “Any steps that are taken, for the purpose of obtaining or increasing sales is called sales promotion.”

16. Characteristics of Sales Promotion Non recurrent tools: Sales promotion uses non recurrent measures or tools of increasing sales which means that these tools are not repeated again & again. Eg : Sale Parties involved: It includes salesmen, dealers, consumers, wholesalers, retailers, etc. Not indispensable (unavoidable): Sales can be done even without sales promotion efforts as sales promotion is additional marketing aimed ar increasing sales .

17. Results can be ascertained: The sales promotion how far was successful can be measured by looking sales figures. Additional benefits: Parties to the transactions get additional benefits, consumers in the form of low prices, awards, prizes, etc salesmen in form of high commission, bonus, trophy, etc. Additional & not regular activities: Sales promotion is a additional activity to increase sales. They are not done on a regular basis.

18. Objectives of Sales Promotion To attract new customers To increase off season sales Introducing new products To meet the competition To encourage present customers to buy more To induce dealers to stock more To raise company’s prestige