Promotion is about communication. Even a good product at a good price will not sell if customers are not aware, not convinced, or not reminded.
Promotion mix is a combination of tools used to:
In exams, students score well by clearly differentiating advertising vs sales promotion vs personal selling vs PR, and by writing push vs pull.
Main tools:
(Some syllabi also include direct marketing and digital marketing.)
Promotion also helps build brand image and supports salesforce and distribution.
Each tool has a different role:
A good promotion mix depends on product type, market, budget and objective.
Advertising is paid, non-personal communication of ideas/products by an identified sponsor using mass media.
Features:
Merits:
Limitations:
Sales promotion means short-term incentives to encourage immediate purchase.
Consumer promotions:
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Objectives of promotion (any three):
Promotion also helps build brand image and supports salesforce and channel partners.
Advertising vs sales promotion:
Both are important but used for different purposes.
Marketing management is “planning, organising, controlling and implementing of marketing programmes, policies, strategies and tactics designed to create and satisfy the demand for the firms' product offerings or services as a means of generating an acceptable profit.”
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Promotion is about communication. Even a good product at a good price will not sell if customers are not aware, not convinced, or not reminded.
Promotion mix is a combination of tools used to:
In exams, students score well by clearly differentiating advertising vs sales promotion vs personal selling vs PR, and by writing push vs pull.
Main tools:
(Some syllabi also include direct marketing and digital marketing.)
Promotion also helps build brand image and supports salesforce and distribution.
Each tool has a different role:
A good promotion mix depends on product type, market, budget and objective.
Advertising is paid, non-personal communication of ideas/products by an identified sponsor using mass media.
Features:
Merits:
Limitations:
Sales promotion means short-term incentives to encourage immediate purchase.
Consumer promotions:
Trade promotions:
Advantages: quick sales boost. Limitations: may create deal-seeking customers and reduce brand value if overused.
Personal selling is direct, personal communication between salesperson and customer to make a sale and build relationships.
Selling process (common steps):
Personal selling is most useful in industrial (B2B) selling and high-value products.
Public relations is building good relations with different publics (customers, media, government, employees) to create a positive image.
Tools:
Importance:
Examples:
IMC means coordinating all promotional messages and channels so the customer receives a consistent and clear message.
Benefits:
Example: the same brand promise is reflected in ads, social media, packaging and salesforce communication.
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Promotion mix is the combination of promotional tools used to communicate value to customers and influence buying behaviour. The main tools are advertising, sales promotion, personal selling and public relations (PR).
Thus, a good promotion mix balances these tools based on objective, budget and target market.