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Muhammad Eissa
Promotion
Agenda
• Promotion
• Promotion's objectives
• Promotional mix
Promotion
• the method you use to spread the word about your product or service to customers, stakeholders and the broader public.
Objectives
• Specific
• Measurable
• Achievable
• Relevant
• Time-bounded
Objectives
• Increase demand.
• differentiate a product.
• Inform the market
Marketing mix
Promotional mix
• The Promotional mix is a combination of the different types of promotion.
• Promotion keeps the product in the minds of the customer and helps stimulate demand for the product.
Components of Promotional mix • Advertising
• Sales promotion
• Public relations
• Personal selling
• Direct marketing
Advertising
• The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media.
• Any paid form of non-personal presentation and promotion of ideas, goods, or services.
Advertising by• Print ads
• Billboards
• Brochures
• catalogs
Sales promotion
• relates to short term incentives or activities that encourage the purchase or sale of a product or service.
• Attracts attention, offers strong purchase incentives
• Stimulates quick response.
Sales promotion by
• Offers
• Contests
• Rebate
Public relations
• Building good relationships with the company’s various publics building up a good corporate image.
• To enhance the positive aspects and minimize negative factors related to products and organization
Public relations by• Newspaper and magazine
• TV ads
• Charitable contributions
Personal selling
• A 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.
• Personal interaction allows for feedback and adjustments.
Personal selling by
• Sales training
• Sales meeting
• Telemarketing
• incentive programs for intermediary sales people
Direct marketing
• Involves making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.
Recap
• Promotion
• Marketing mix
• Promotional mix