Page 1: PROMOTION MIX

• Promotion focuses on communicating with the target market.

• Promotion informs, persuades, and reminds the target group about the product's availability, place, and price.

• Promotion is essential for every business.

Page 3: DEFINITION

• Promotion is the personal or impersonal process of assisting and persuading a prospective customer to buy a product or service or to act favorably upon an idea.

• Promotion encompasses all the tools in the marketing mix whose major role is persuasive communication.

• Promotion includes advertising, personal selling, sales promotion, and other selling tools.

Page 5: OBJECTIVES OF PROMOTION

• Provide information to prospective customers about the availability, features, and uses of the product.

• Stimulate demand by creating awareness and interest among customers.

• Differentiate a product from competitive products by creating brand loyalty.

• Stabilize sales by highlighting the utility of the product.

Page 6: INTEGRATED MARKETING COMMUNICATION

• One common message is conveyed through all elements of promotion.

• The process of communication and the promotion mix are combined in proportion depending on various factors like target audience and type of product.

Page 7: IMPORTANCE OF PROMOTION

• Information: Promotion informs about the launch of new products, availability, price, and unique benefits.

• Persuasion: Promotion persuades customers to choose one brand in a cluttered market.

• Remind: Promotion reminds customers of the brand and enforces customer loyalty.

• Relationship: Promotion creates relationships with customers to create a lifetime relationship.

• Adds value: Promotion influences consumers' perceptions using sensory elements.

• Assists other company efforts: Promotion helps accomplish goals, assists sales representatives, and enhances other marketing communications.

Page 10: ROLE OF COMMUNICATION IN PROMOTION/ GOALS OF A PROMOTIONAL PLAN

• Marketing requires effective communication to inform consumers about the availability and awareness of the product.

• Effective marketing communication tools contribute to the success of a product.

• The goal of promotion is to obtain and keep customers, enhance sales and profits, and introduce new products.

Page 12: IMPORTANT COMPONENT OF COMMUNICATION

• Source/Sender: The one with the intention to spread the message to promote the product.

• Message: The communication is effective when the sender's message is interpreted as intended by the receiver.

• Encoding: Putting the message together in an effective manner to influence the customer positively.

• Channel: The medium through which the message is transmitted to the intended audience.

• Receiver: The target market or publics who receive the message.

• Decoding: Understanding the marketing communication by the intended target market.

• Results: The action taken by the target customers based on the credibility of the message, competitors' messages, and timing.

• Feedback: The reverse flow of communication from the receiver to the sender.

• Noise: Anything that detracts the target consumer from receiving or understanding the marketer's message.