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4.5 Promotion

Marketing Mix Tools
by

Mario Alvarado M.

on 5 October 2015

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Transcript of 4.5 Promotion

Objectives of Promotion
Unit 4.5: Promotion
Think About it:
“ Advertising is the art of convincing people to
spend money they don’t have for something they
don’t need.”
- Will Rogers (1879-1935) comedian
Promotion
Refers to methods of communicating messages to the market when selling a firm’s product.
Objectives of
Promotion:
There are four types:
Types of Promotion
Use of mass media
Above-the-line
Use of non-mass media
BELOW-THE-LINE
Used to stimulate demand
pull promotion
Relies on intermediaries such as
wholesalers and retailers
push promotion
Sales promotion
Branding
Raising Publicity (Awareness)
Advertising Campaigns
Promotion Includes:
To alert the market about a
firm’s product.
INFORM
To encourage customers to make a purchase.
Persuade
Used to retain customer awareness and interest of an established product.
Remind
Refers to any form of paid-for promotional
technique through independent media.
ABOVE-THE-LINE PROMOTION
TELEVISION
RADIO
cinema
newspaper
magazine
outdoor
advertising
atl
btl
BELOW-THE-LINE
BRANDING
Refers to all forms of non-media promotion activities.
Business has direct control over the production
of all its advertisements.
SLOGANS
LOGOS
PACKAGING
WORD OF MOUTH
DIRECT MARKETING
PUBLICITY
DIRECT MAIL
SPONSORSHIP
There are two more types of BTL promotion
SALES PROMOTION
Money-off Coupons
Free Samples
Free Gifts
Customer Loyalty Schemes
Win a Prize Schemes
Point-of-sales Promotions
Promotional Mix
The set of tools that a business can use to communicate effectively the benefits of its products or services to its customers.
The mix is a range of
above

and
below
the line methods
used to market a product.
When deciding on a promotional mix use AIDA:
Attention
Interest
Desire
Action
Another approach is FAB:
Features
Advantages
Benefits
When creating a promotional
strategy consider a
combination of the following factors:
Cost of Promotional Medium
Nature of the Product
Product's Position in its Life Cycle
Legislation
Four key elements
1.
Advertising
2.
3.
4.
Personal
Selling
Public
Relations
Sales
Promotion
PROMOTIONAL
MIX
“The science of arresting the human intelligence long enough to get money from it.”
THE END
Full transcript