Promotion Mix

 Marketers have at their disposal four major methods of

promotion. Taken together these comprise the
promotion mix.

 It includes all tools available for Marketing

communication.
Elements of Promotion Mix
Advertising

Ingredients
Public Relations
of the
Promotion
Mix Personal Selling

Sales Promotion
 Advertising
 Advertizing is any paid form of nonpersonal presentation and
promotion of ideas, goods or services by an identified
sponsor.
- Philip Kotler
 Developing an Advertising Program
In developing an advertizing program, marketing
managers must always start by identifying the target
market and buyer motives.
Then they can make the 5 major decisions known as “the
five Ms” Message
Message generation
Message evaluation and
Money selection
Message execution
Social – responsibility
Factors to consider :
Mission review Measurement
Stages in PLC
Market share and
Sales goals Communication impact
Advertizing objectives
consumer base Media Sales impact
Competition and clutter
Advertizing frequency Reach, frequency, impact
Product substitutability Major media types
Specific media vehicles
Media timing
Geographical media
allocation
Objectives of Advertizing
An advertizing objective is a specific communications
task and achievement level to be accomplished with a
specific audience in a specific period of time.

The objectives are :

 Informative Advertizing - This aims to create brand

awareness and knowledge of new products or new
features of existing product.
 Persuasive Advertizing – This aims to create liking,
preference, conviction, and purchase of a product or
service.

 Reminder Advertizing – This aims to stimulate repeat

purchase of product and services.

 Reinforcement Advertizing – This aims to convince

current purchases that they made the right choice.
Advertizing Tools
 Television Ads – Television is generally acknowledged as
the most powerful advertizing tool and reaches a broad
spectrum of consumers.
 Print Ads – Print media offer a stark contrast to broadcast
media. Because readers consume them at their own place,
magazines and newspapers can provide detailed product
information and effectively communicate with the user.
 Radio Ads – Perhaps radio’s main advantage is flexibility
– stations are targeted, ads are relatively inexpensive to
produce and place, and short closings allow for quick
response.
 Film Ads
 Internet – This is a very good tool for placing ads
because in today's world a very large population uses
web.
Tool Advantages Limitations

Newspapers Flexibility; timeliness; good local Short life; poor reproduction quality;
market coverage; broad acceptance; small “pass – along” audience
high believability

Television Combines sight, sound and motion; High absolute cost; fleeting exposure;
appealing to the senses; high less audience selectivity
attention; high reach

Direct mail Audience selectivity; flexibility; no ad Relatively high cost; “junk mail” image
competition within the same medium;
personalization

Radio Mass use; high geographic and Audio presentation only; lower
demographic selectivity; low cost attention than television;
nonstandardized rate structures;
fleeting exposure

Magazines High geographic and demographic Long ad purchase lead time; some
selectivity; credibility and prestige; waste circulation; no guarantee of
high-quality reproduction; long life; position
good pass-along relationship
Tool Advantages Limitations

Outdoor Flexibility; high repeat exposure; low Limited audience selectivity; creative
cost; low competition limitations

Yellow pages Excellent local coverage; high High competition; long ad purchase
believability; high reach; low cost lead time; creative limitations

Newsletters Very high selectivity; full control; Cost could run away
interactive opportunities; relative low
cost

Brochures Flexibility; full control; can dramatize Overproduction can lead to run away
messages costs

Telephone Many users; opportunity to give a Relative high cost unless volunteers
personal touch are used

Internet High selectivity; interactive Relatively new tool with a low

possibilities; relatively low cost number of users in some countries
Public Relations
• Not only must the company relate constructively to
customers, suppliers, and dealers. It must also relate to a
large number of related publics. Public Relations includes
a variety of programs to promote or protect a company’s
image or individual product.

• Systematic effort to create and maintain goodwill of an

organization's various publics (customers, employees,
investors, suppliers, etc.), usually through publicity and
other non-paid forms of communication. These efforts
may also include support of arts, charitable causes,
education, sporting events, etc.
Role of Public Relations
The role of public relations includes:
 Building awareness and a favorable image for a company
or client within stories and articles found in relevant
media outlets
 Closely monitoring numerous media channels for public
comment about a company and its products
 Managing crises that threaten company or product image
 Building goodwill among an organization’s target market
through community, and special programs and events
Objectives of Public Relations
 Building Product Awareness - When introducing a new
product or relaunching an existing product, marketers can
use a Public Relation element that generates consumer
attention and awareness through media placements and
special events.

 Stimulating Demand – A positive article in a newspaper,

on a TV news show or mentioned on the Internet, often
results in a large increase in product sales.
 Providing Information – Public Relation can be used to
provide customers with more in depth information about
products and services.

 Reinforcing the Brand – In many companies the public

relations function is also involved with brand
reinforcement by maintaining positive relationships with
key audiences, and thereby aiding in building a strong
image.
Public Relations Tools
 Publications – Companies rely extensively on published
materials to reach and influence their target markets.
 Events – Companies can draw attention to new products
or other company activities by arranging special events.
 Sponsorships – Companies can promote their brands and
corporate name by sponsoring sports and cultural events
and highly regarded causes.
 News – One of the major tasks of Public Relations
professionals is to find out or create favorable news about
the company, its products, and its people and to get the
media to accept press releases and attend press
conferences.
 Speeches – Increasingly, company executives must field
questions from the media or give talks at trade
associations or sales meetings, and these appearances can
build the company’s image.
 Public Service Activities – Companies can build goodwill
by contributing money and time to causes.
 Identity Media – Companies need a visual identity that
the public immediately recognizes.
Promotion Summary Table
The table compares each of the promotion mix options on
the eight key promotional characteristics. The summary
should be viewed only as a general guide since promotion
techniques are continually evolving and how each
technique is compared on a characteristic is subject to
change.
 Sales Public Personal
Characteristics Advertising
Promotion Relations Selling

Directed Coverage mass & targeted mass & targeted mass targeted

Message Flow one & two-way one & two-way one-way two-way

paid
Payment Model paid non-paid paid
limited non-paid

personal &
Interaction Type non-personal non-personal personal
non-personal

Demand Stimulation lagging quick lagging quick

Message Control good good poor very good

Message Credibility low-medium low-medium high medium-high

Cost of Promotion High Medium Low Low/Medium

There is a guideline for emphasizing various aspects of
promotion mix over product life cycle –

Product Life Cycle