Principles of Marketing: Sadaf Mushtaq August 25,2015

Principles Of Marketing
Sadaf Mushtaq
Chapter 2
August 25,2015
Promotional Mix
• In marketing, the promotional mix describes a blend of
promotional variables chosen by marketers to help a firm reach its
goals. It has been identified as a subset of the marketing mix. It
is believed that there is an optimal way of allocating budgets for
the different elements within the promotional mix to achieve best
marketing results, and the challenge for marketers is to find the
right mix of them. Activities identified as elements of the
promotional mix vary.
Promotional Mix
Advertising
Advertising is the paid presentation and promotion of ideas, goods,
or services by an identified sponsor in a mass medium. Examples
include print ads, radio, television, billboard, direct mail,
brochures and catalogs, signs, in-store displays, posters, mobile
apps, motion pictures, web pages, banner ads, emails [.
Advertising (or advertizing)[1][2][3] is a form of marketing
communication used to persuade an audience to take or continue
some action, usually with respect to a commercial offering, or
political or ideological support.
Personal Selling
Personal selling is the process of helping and persuading one or
more prospects to purchase a good or service or to act on any
idea through the use of an oral presentation, often in a face-to-
face manner or by telephone. Examples include sales
presentations, sales meetings, sales training and incentive
programs for intermediary salespeople, samples, and
telemarketing
Sales Promotion
Sales promotion is one of the five aspects of the
promotional mix. (The other 4 parts of the promotional mix are
advertising,personal selling, direct marketing and publicity/
public relations.) Media and non-media marketing communication
are employed for a pre-determined, limited time to increase
consumer demand, stimulate market demand or improve product
availability .
Publicity
Public relations or publicity is information about a firm's products and
services carried by a third party in an indirect way. This includes free
publicity as well as paid efforts to stimulate discussion and interest. It can be
accomplished by planting a significant news story indirectly in the media, or
presenting it favorably through press releases or
corporate anniversary parties. Examples include newspaper and magazine
articles, TVs and radio presentations, charitable contributions, speeches,
issue advertising, seminars.
Public relations (PR) is the practice of managing the spread of information
between an individual or an organization (such as a business, government
agency, or a nonprofit organization) and the public.[1] Public relations may
include an organization or individual gaining exposure to their audiences
using topics of public interest and news items that do not require direct
payment.[2] This differentiates it from advertising as a form of
marketing communications. The aim of public relations is to inform the
public, prospective customers, investors, partners, employees, and other
stakeholders and ultimately persuade them to maintain a certain view about
the organization, its leadership, products, or of political decisions. Public
relations professionals typically work for PR and marketing firms, businesses
and companies, government, government agencies, and public officials as
PIOs, and nongovernmental organizations and nonprofit organizations.
Direct marketing
Direct marketing is a channel-agnostic form of advertising which allows
businesses and nonprofit organizations to communicate straight to the
customer, with advertising techniques that can include cell phone
text messaging, email, interactive consumer websites, online display ads,
database marketing, fliers, catalog distribution, promotional letters,
targeted television commercials, response-generating
newspaper/magazine advertisements, and outdoor advertising. Amongst
its practitioners, it is also referred to as direct response.
Corporate Image/
identity
Corporate image campaigns have been considered as part of the
promotional mix.
A corporate identity is the overall age of a corporation, firm or

business in the minds of diverse publics, such as customers,
investors and employees. It is a primary task of the
corporate communications department to maintain and build this
identity to accord with and facilitate the attainment of business
objectives. It is usually visibly manifested by way of branding and
the use of trademarks.
Sponsorship
Sponsorship is a cash and/or in-kind fee paid to a property
(typically in sports, arts, entertainment or causes) in return for
access to the exploitable commercial potential associated with that
.
property, according to IEG To sponsor o sponsor something is
to support an event, activity, person, or organization financially or
through the provision of products or services. A sponsor is the
individual or group that provides the support, similar to a
benefactor. something is to support an event, activity, person, or
organization financially or through the provision of products or
services. A sponsor is the individual or group that provides the
support, similar to a benefactor.
Guerrilla marketing
Guerrilla marketing tactics are unconventional ways to bring attention to an
idea or product or service, such as by using graffiti, sticker bombing,
posting flyers, using flash mobs, doing viral marketing campaigns, or other
methods using the Internet in unexpected ways.
Guerrilla marketing is an advertisement strategy concept designed for

small businesses to promote their products or services in an
unconventional way with little budget to spend. This involves high energy
and imagination focusing on grasping the attention of the public in more
personal and memorable level. Some large companies use unconventional
advertisement techniques, proclaiming to be guerrilla marketing but those
companies will have larger budget and the brand is already visible. [1] The
main point of guerrilla marketing is that the activities are done exclusively
on the streets or other public places, such as shopping centers, parks or
beaches with maximum people access so as to attract much audience. [
Product placement
Product placement, or embedded marketing is according to
the European Union "any form of audiovisual commercial
communication consisting of the inclusion of or reference to a
product, a service or the trade mark thereof so that it is featured
within a programe".
Product placement stands out as a marketing strategy because it

is the most direct attempt to derive commercial benefit from "the
context and environment within which the product is displayed or
used“Product placement is paying a movie studio or television
show to include a product or service prominently in the show

Marketing Mix
The marketing mix refers to the set of actions, or tactics, that a
company uses to promote its brand or product in the market. The
4Ps make up a typical marketing mix - Price, Product, Promotion
and Place. However, nowadays, the marketing mix increasingly
includes several other Ps like Packaging, Positioning, People
processing, physical environment and even Politics as vital mix
elements.
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Principles Of Marketing

A corporate identity is the overall age of a corporation, firm or

Guerrilla marketing is an advertisement strategy concept designed for

Product placement stands out as a marketing strategy because it

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