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    Chapter 15 - The Marketing Mix - Promotion

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    Hassan Shahid
    The document discusses promotion as part of the marketing mix. It defines promotion as activities that raise customer awareness and generate sales to create brand loyalty. Promotion includes advertising and sales promotion. Advertising aims to inform, attract, and remind customers. The advertising process involves setting objectives, budgets, campaigns, and media. Sales promotion uses techniques like price reductions, gifts, and competitions to encourage purchases. Social media and websites are discussed as promotional tools with advantages and disadvantages.

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    Chapter 15 - The Marketing Mix - Promotion

    Uploaded by

    Hassan Shahid
    67 views18 pages
    The document discusses promotion as part of the marketing mix. It defines promotion as activities that raise customer awareness and generate sales to create brand loyalty. Promotion includes advertising and sales promotion. Advertising aims to inform, attract, and remind customers. The advertising process involves setting objectives, budgets, campaigns, and media. Sales promotion uses techniques like price reductions, gifts, and competitions to encourage purchases. Social media and websites are discussed as promotional tools with advantages and disadvantages.

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    _Chapter 15_ the Marketing Mix_ Promotion

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    The document discusses promotion as part of the marketing mix. It defines promotion as activities that raise customer awareness and generate sales to create brand loyalty. Promotion includes advertising and sales promotion. Advertising aims to inform, attract, and remind customers. The advertising process involves setting objectives, budgets, campaigns, and media. Sales promotion uses techniques like price reductions, gifts, and competitions to encourage purchases. Social media and websites are discussed as promotional tools with advantages and disadvantages.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    67 views18 pages

    Chapter 15 - The Marketing Mix - Promotion

    Uploaded by

    Hassan Shahid
    The document discusses promotion as part of the marketing mix. It defines promotion as activities that raise customer awareness and generate sales to create brand loyalty. Promotion includes advertising and sales promotion. Advertising aims to inform, attract, and remind customers. The advertising process involves setting objectives, budgets, campaigns, and media. Sales promotion uses techniques like price reductions, gifts, and competitions to encourage purchases. Social media and websites are discussed as promotional tools with advantages and disadvantages.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 18

    Chapter 15

    The Marketing Mix: Promotion


    The Role of Promotion
    1. Gives the customer information about
    🠶 Promotion: is where
    the product.
    marketing activities aim
    to raise customer 2. The price and place of where the
    awareness of a product or product is sold
    brand, generating sales 3. Essential to create a brand image
    and helping to create
    brand loyalty. 4. Remind, Attract and Inform.
    🠶 Advertisements: Above the line
    promotion
    🠶 Sales Promotion : Below the Line
    promotion
    The aims of Promotion
    Types of Advertising
    The Advertising Process

    2. Decide the 3. Create an


    1. Set Objectives Advertising Advertising
    Budget Campaign

    5. Evaluate the
    4. Select the type
    effectiveness of the
    of media to use
    campaign
    Types of Advertising Media
    Types of Advertising Media (Continued)
    Revision Summary: Types of Advertising Media
    Sales Promotion
    🠶 Types of Sales Promotion
    1.Price Reductions
    2.Gifts
    3.Buy one Get one Free (BOGOF)
    4.Competitions
    5.Point of sale displays and Demos
    6.After sale services
    7.Free samples
    Advantages of Sale Promotion
    1. Can promote sales in the year when they are traditionally low (off-
    season purchases)
    2. Encourages new customers to try an existing product
    3. Encourages consumers to try a new product
    4. Encourages existing customers to buy the product more often or in
    higher quantities
    5. Encourages customers to buy your product instead of a competing
    brand
    The importance of Marketing Budget

    🠶 It specifies how much money is available


    to market the product

    🠶 Shows the Marketing department how


    much they can spend

    🠶 Will show what type of advertising media


    is feasible for the business

    🠶 The need for cost effectiveness


    What type of Promotion should be used?

    1.The stage of the product life cycle that has been


    reached
    2.The nature of the product itself
    3.The cultural issues involved in International
    Marketing
    4.The nature of the target market
    Social Networking (Pros and Cons)
    Websites(E-commerce) Pros and Cons

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