PROMOTION

OUTLINE
1. 1. Promotion mix
2. 2. Integrated Marketing
communication
3. 3. Advertising and public
relations
4. 4. Personal selling and sales
promotion

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PROMOTION MIX

The specific blend of promotion tools that the

PROMOTION MIX company uses to persuasively communicate
customer value and build customer relationships.

There are 5 major promotion tools:

○ Advertising
○ Sales promotion
○ Personal selling
○ Public Relations
○ Direct Marketing
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5 PROMOTION MIX TOOLS

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Advertising
PROS
• Message can be repeated for exposure
• Very expressive -- can be used to create image
• Can reach a geographically diverse audience

CONS
• Can be tuned out
• Can be expensive
• Hard to measure results
ADVERTISING

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MEDIA TYPES
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Public Relations
PROS
• Very believable
• “Free advertising”

CONS
• Hard to implement
• Hard to control
• Hard to measure its effectiveness
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BARACK OBAMA

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Personal Selling
PROS
• Interactive - can be customized
• Allows a relationship to develop
• Better understanding of customer needs
• Buyer will pay more attention to the message

CONS
• Expensive
• Can only reach a small number of consumers
MANAGING SALES FORCE

SALES PERSON

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Sales Promotion
PROS
• Attract attention
• Strong incentives will induce consumers to act
• Quick response
• Encourages trial of product

CONS
• Can create price sensitive customers
• Can be costly
• Easy for competition to imitate
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Direct Marketing
PROS
• Immediate and customized – messages can be prepared
quickly
• Interactive - messages can be altered depending on the
consumer’s response
• Well suited to highly targeted customer efforts
• Building one-to-one customer relationships

CONS
• Less public – Message is directed to specific person.
PROMOTION MIX
STRATEGIES
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There are 2 basic promotion strategies: push promotion
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or pull promotion.
Push strategy Pull strategy
A push strategy involves Using a pull strategy, the
“pushing” the product producer directs its marketing
through marketing channels activities toward final
to final consumers consumers to induce them to
buy the product
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NEW MARKETING COMMUNICATIONS MODEL

- Consumers are changing  They have more chances to find

Information
- Marketing strategies are changing  Build closer relationships with
customers
- Developing of communications technology  Change the way
companies and customers communicate with each other

 Companies are doing less broadcasting and more narrowcasting

=> reach smaller consumer segments, focus to target customers
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Integrated marketing communications

Carefully integrating and coordinating the company’s many

communications channels to deliver a clear, consistent and
compelling message about the organization and its products.

“Make it come together in an organized way”

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Communication involves the nine
elements:
 Sender: The party sending the message to another party
 Encoding: The process of putting thought into symbolic form
COMMUNICATION  Message: The set of symbols that the sender transmits
PROCESS  Media: The communication channels through which the message
moves from the sender to the receiver
 Decoding: The process by which the receiver assigns meaning to
the symbols encoded by the sender
 Receiver: The party receiving the message sent by another party
 Response: The reactions of the receiver after being exposed to the
message
 Feedback: The part of the receiver’s response communicated back
to the sender
 Noise: The unplanned static or distortion during the communication
process, which results in the receiver getting a different message
than the one the sender
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SONY – PLAY STATION ADS

SONY’S THOUGHT

PlayStation white color is

coming, better than the
black one

CUSTOMERS’ THOUGHT

It’s racists

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Steps in Developing Effective Marketing 27
Communication
 Setting the
promotion
budget
Four common methods
Affordable Method Percentage-of-
Setting Promotion Sales Method
Budget at the Level the Setting Promotion
Company Thinks They Budget at a Certain %
Can Afford.
of Current or
Forecasted Sales
Competitive-Parity Objective-and-Task
Method Method
Setting Promotion Setting Promotion
Budget to Match Budget by Defining
Competitors’ Outlay Objectives, Tasks &
Costs. 29
https://www.youtube.com/watch?v=7MV3HWQHl1s

Toms Shoes’ Annual campaign “ One day without shoes”:

https://www.youtube.com/watch?v=BOK4yRcy_D4

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 QUESTIONS:

1.Which promotion tools Toms

shoes use to communicate with its
customers?
2. Guess which communication
channels Toms use to send
messages to its customers?
ANWSERS:

1. Public relation and Advertising.

2. Digital Marketing channels:
Facebook, Instagram, Pinterest,
Youtube. Social sharing.

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