Promotion

Ravi Jagannath Sharma

MBA (Retail Management)
University of Lucknow
Promotion Mix

Advertising
Personal Selling
Sales Promotion
Publicity
Direct Marketing
Major Decision Areas in
Advertising Management
Setting Ad Objectives

Deciding Ad Budget

Developing Ad Message

Selecting Ad Media

Evaluating Ad Impact
 HDFC
Standard Life

Standing at the As the old man

railway platform prepares to get
with his family a down, the son
man welcomes his offers his hand for
father. assistance.

But the father But the proud man

frowns back at is repulsed by his
him and proudly wife as he offers
steps down on his to help her get
own. down.
 HDFC
Standard Life

Laughing as they The grandfather is

proceed ahead, about to rush to
the young his help when the
grandchild father stops him.
suddenly falls
down.
Respect
yourself.

MVO: "We value

your self respect
They watch as much as your
proudly as the boy life. HDFC
gets back on his Standard Life
feet. Insurance.
 Limca

A rickety bus One of the

drives down a passengers, a
dry muddy girl takes a sip
road. of her soft
drink.

The next instant

she feels the Getting out
pitter-patter of of the bus,
rain outside and
stretches out her she starts
neck to feel it. dancing.
 Limca

She again She feels the

fresh air on her
takes a sip face as the Limca
from her continues to
Limca bottle. refresh her.

She hangs And once again

on to the she feels the
shower water
bottle for the on her.
last sip.
 Bajaj
Pulsar
Shot of two They pause at a
nurses on a bed that has a
round up of a large patient
children's ward under the sheets

Making sure that ...and scream

no one is looking out in delight on
at them, they finding a bike
remove the under it, "It's a
cover.... boy! It's a boy
 Bajaj
Pulsar
Cut to a vrooming ...speed on a
Pulsar. MVO: "180 highway against
cc, 15 BHP. Solid the backdrop of a
grip. Muscular rough, rocky
style." It continues terrain and
to... finally screeches
to a halt

Even as the two

nurses saunter ...it turns its head
past the bike- their way.
stand looking MVO: "Bajaj
fondly at the Pulsar.
Pulsar,... Definitely male."
A man rides into a More concerned Clueless as to
petrol with his hair he what the customer
pump and parks casually tells the is talking about,
his bike waiting attendant, the poor guy asks
before a pump puzzled, "Voh?"
"Achcha voh dena

Yet again failing to Struggling to get it

At a loss for the
get what this right, the man
word the biker
forgetful consumer tries once again,
tries explaining,
wants, he repeats "Arre voh jo botel
"Vohi yaar jo pani
in his zombie like mein le jate hain
jaisa dikhta hai."
fashion, "Pani?" yaar."
Trying to make Desperate, he All of a sudden the
finally hits on the word dawns on the
the best of the
right hint, "Jisse attendant and with
clue, he asks, a relieved voice he
"Doodh?" gaadi chalti hai."
confirms, "Petrol?"

With the mystery MVO: "Nayi TVS Before pushing off,

solved the amnesic Centra. the proud owner
gives an explanation, Atyadhunick sumarises the best
"Kya karoon yaar, jab VT-i engine ka
se TVS Centra aayi
feature of the bike,
ajooba jo de sau Ek bar bharo,
hai, petrol ka naam hi
bhool jata hoon." kilometer prati mahine bhar
Promotion

To inform
To educate
To entertain
To persuade
To remind
Types of Ad Appeals

Rational Appeals
Emotional Appeals
Fear Appeals
Humour Appeals
Celebrity Appeals
Common man Appeals
Testimonial Appeals
 Celebrity Appeal
Uses Disadvantages
Establishes Credibility Improper Positioning
Attracts Attention Brand – celebrity
disconnect
Associative Benefit
Clutter Flutter
Psychographic Connect
Dissatisfaction with
Demographic Connect
Product Performance /
Mass Appeal Quality