INTRODUCTION

TO

PROMOTION

Promotion & Communication

0 Promotion is the communications part of marketing.0 promotion provides customers with information and

knowledge in an informative and persuasive manner.

- Information & knowledge can be communicated using

promotion mix.

What is promotion mix?

The steps of developing effective communications

Identify the target

audience

Determine the communication

objective

Design the message

Media selection

Message selection

Feedback collection

Identify the target audience

end user

existing consumers

person deciding on purchases

future customers

Determine the communication objective

• - awareness• - knowledge• - preference• - conviction• - purchase

Buyer readiness

level:

Determine the communication objective

• - Awareness• - Knowledge• - Liking • - Preference• - Conviction• - Purchase

Buyer readiness

level:

Design the message

A

•attention

I •interest

D •desire

A •action

AIDA MODEL

Media Selection

Personal communication

channel

• Two or more person communication directly with each other.

• Face to face• telephone• Mail• Fax

Non-personal communication

channel

• Directed to the end user market.

• Printed media• Broadcast media• Display media• Online media

Main objective – must purchase by target audience

Message Source Selection

0 How to convinced the audience.

0 message source must be credible to gain customers

trust and beliefs.

0 professionals and celebrities as spokesperson

0 eg:

Siti Nurhaliza promote Simply Siti

Feedback collection

do the audience remember the massage?

how many times did they watch it?

what is the main content that they remember about the message?

how is their behavior now as compared to before towards the product and the company?

How do they feel towards the message?

ESTABLISHING THE TOTAL PROMOTIONAL BUDGET

•affordable•percentage-of-sales•competition•objective and-task

4 methods:

affordable

0 Depend on company financial:- good financial – promotion budget

will be big- financial problem - budget will be small

0 promotional program as the final expenses.

percentage-of-sales

0 Easy to be used – only need to decide on a percentage of sales that changes from time to time.

0 eg: 10% of its sales will go to promotion.

competition

0 Easy to be used – only need to decide on a percentage of sales that changes from time to time.

0 eg: 10% of its sales will go to promotion.

objective and-task

Identifying the objective.

determining task

Determining cost

• Advertising

• Sales Promotion & Merchandising

• Personal Sales

• Publicity

•Direct Marketing

MARKETING COMMUNICATION TECHNIQUES(PROMOTION MIX)

Advertising

Is any paid from of non-personal

presentation of ideas, goods, or services by

an identified sponsor.

paid promotions using mass media

one-way communication.

Setting advertising objectives

Inform Persuade Remind Compare

Def : A specific communication task to be accomplished with a specific target audience during a specific period of time.

Personal selling

0Involved a company’s a company sales people.

0 meeting face to face with the customer.

0 the most expensive method among other

promotional mixes.

Sales Promotion

0Involved a company’s a company sales people.

0 meeting face to face with the customer.

0 the most expensive method among other

promotional mixes.

PUBLICITY / PUBLIC RELATION

0 Nonpaid communication of information about an organization’s product or services.

0 Roles of publicityi. maintaining a positive public presenceii. Handling negative publicityiii. Enhancing the effectiveness of other promotional mix elements

DIRECT MARKETING

0 Business communicate straight to the consumer with

advertising techniques such as: fliers, catalogue

distribution, promotional letters, and street

advertising

Example…Direct Mail

TelemarketingEmail Marketing

Door-to-Door Leaflet MarketingBroadcast faxing

Voicemail MarketingCouponing

Popularity of Direct AdvertisingDirect Selling

Factor in setting the promotion mix

Type of product &

market

Push vs Pull strategy

Buyer readiness

state

Product life cycle

ELECTRONIC MARKETING

DIRECT MARKETING

DATA BASE MARKETING

INTERNATE MARKETING

DIFFERENCES AMONG ELECTRONIC MARKETING•Associated with internet marketing.•Captures data to feeds firm’s databases

ELECTRONIC MARKETING

•Is a process of building, maintaining and using customer databases.

DATA BASE MARKETING

•Is an interactive system of marketing which uses one or more advertising media.

DIRECT MARKETING

DIFFERENCE OF MASS & DIRECT MARKETING

•one way.•Aimed at customerMASS MARKETING

•Two way•Interactive with customerDIRECT MARKETING