Published on February 28, 2014
Presented by : 2/28/2014 Rashmiranjan 1
Definition of promotion mix : The promotions mix (the marketing communications mix) is the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships. according to Kotler et al (2010). Promotion is the marketing term used to describe all marketing communications activities and includes personal selling, sales promotions, public relations, direct marketing, trade fairs and exhibitions, advertising and sponsorship. 2/28/2014 Rashmiranjan 2
Promotion elements : Advertising. Personal selling. Sales promotion. Exhibition. Sponsorship. Public relation. 2/28/2014 Rashmiranjan 3
Advertising Advertising is a 'paid for' communication. It is used to develop attitudes, create awareness, and transmit information in order to gain a response from the target Market. There are many advertising 'media' such as newspapers(local, national, free, trade), magazines and journals, television (local, national, terrestrial, satellite) cinema, outdoor advertising (such as posters, bus sides). 2/28/2014 Rashmiranjan 4
Personal Selling Personal Selling is an effective way manage personal customer relationships. The sales person acts on behalf of the organization. They tend to be well trained in the approaches and techniques of personal selling. . However sales people are very expensive and should only be used where there is a genuine return on investment For example salesmen are often used to sell cars or home improvements where the margin is high. 2/28/2014 Rashmiranjan 5
Sales Promotion Sales promotions tend to be thought of as being all promotions apart from advertising, personal selling, and public relations. For example Buy One Get One Free. Others include couponing, money-off promotions , competitions, free accessories (such as free blades with a new razor), introductory offers (such as buy digital TV and get free installation), and so on. Each sales promotion should be carefully costed and compared with the next best alternative. 2/28/2014 Rashmiranjan 6
. Trade Fairs and Exhibitions Such approaches are very good for making new contacts and renewing old ones. Companies will seldom sell much at such events. The purpose is to increase awareness and to encourage trial. They offer the opportunity for companies to meet with both the trade and the consumer. 2/28/2014 Rashmiranjan 7
Sponsorship Sponsorship is where an organization pays to be associated with a particular event, cause or image. Companies will sponsor sports events such as the Olympics or Formula One. The attributes of the event are then associated with the sponsoring organization. 2/28/2014 Rashmiranjan 8
Public Relations Public Relations is defined as 'the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics' (Institute of Public Relations). PR can be relatively cheap, but it is certainly not free. Successful strategies tend to be long-term and plan for all eventualities. . All airlines exploit PR; just watch what happens when there is an incident. The pre-planned PR machine clicks in very quickly with a very effective rehearsed plan. 2/28/2014 Rashmiranjan 9
Thank You………….. 2/28/2014 Rashmiranjan 10
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