Promotion Mix Tools used in Marketing.ppt

What are the components of the promotion mix? The slides take you through the mixes.

1. 1

2. 2
It is a paid form of non-personal presentation and promotion of
ideas, goods and services by an identified sponsor.
paid form - If an ad is created and placed in media, the costs of
creation and time or space in media must be paid for.
non-personal – Here seller and buyer do not get together.
ideas, goods and services – These are the things that advertisers
want consumers to buy. A product is not merely a function, but
actually is a bundle of social, psychological , economic and any
other values.
identified sponsor – The sponsor should identify himself- legal
requirement and good sense.

3. 3
5 major decisions in developing an advertisement program:
• Mission
• Money
• Message
• Media
• Measurement

4. 4
MISSION – The advertisement objective should emerge from
a thorough analysis of current marketing situations.
• Informative advertisement – create awareness &
knowledge of new products.
• Persuasive advertisement – create liking and purchase
of a product/service.
• Reminder advertisement – stimulate repeat purchase
• Reinforcement advertisement – convince current
purchasers that they made the right choice.

5. 5
MONEY – Unlike equipment purchase , advertisement expense
is accounted the current year.
Factors to be considered:
• Product Life Cycle
• Market Share and Customer Base
• Competition and clutter
• Advertisement frequency
• Product substitutability

6. 6
MESSAGE -
Attention - active search/ passive search/passive attention.
Comprehension
Message Generation (rational / motivational appeal)
Message Evaluation and Selection (copy testing, criteria
to test)
Message Rating (desirability, exclusiveness, believability)
Message Execution ( headline, size, colour, words)

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Headline:Domino’s Pizza – “Hungry Kya”
Growing children need Complan
Wherever you go Hutch follows
Surrogate Advertising – Duplicating brand image of one
product extensively to promote another product of the same
brand. It plays the role of reinforcing brand recall rather than
inducing consumption and help major liquor and cigarette
brands to remain alive in consumer’s mind.

8. 8
MEDIA –
Media Type – Print, Audio-Visual, Outdoor, Internet.
Media Class- print (newspaper, magazine)
audio-visual (TV/cinema)
outdoor (banner, hoarding, poster)
Media Vehicle – specific program in TV
Media Option – size, length (20/60 sec), colour(B/W or colour)

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Media TypeAdvantages Limitations
Newspaper Flexibility, timeliness, local
coverage, high believability.
Short life, small ‘pass-along’
audience, poor product
quality.
TV Appealing, high attention, high
reach.
High cost, less audience
selectivity
Direct MailAudience selectivity, no
advertisement competition within
same medium, personalization
High cost, junk mail image
Radio Mass use, high geographic and
demographic selectivity, low cost
Only audio, lower attention
than TV
Magazine High geographic and demographic
selectivity, credibility and prestige,
high quality reproduction, long life.
No guarantee of position,
long advertisement purchase
lead time.

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MEASUREMENT :
• Communication effect research
• Direct Rating Method-Rate ads on their ability to
communicate to consumers
How well does the ad catch the reader’s attention ?
How well does the ad lead the reader to read
further?
How clear is the central message of the ad to be
understood
How much emotional influence does the ad make?

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MEASUREMENT :
• Communication effect research
• Portfolio Test – View ad – recall ad
contents(aided/unaided)
• Laboratory Experiments
• Sales Effect Research