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Promotional Contents and Media
used in Pakistan.
By
Awais Azhar Hussain
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Marketing Mix
4 Ps
3 Ps
+ = 7 Ps
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Promotional Contents
Advertising.
Personal Selling.
Public Relations. Sales Promotion.
Sponsorship.
Direct Marketing.
Branding.
Promotional
Mix
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Advertising
Starts from Egyptian Times.
17th century advertisements starts on newspaper
in England.
1840 and 1869 advertisement agencies appears.
1920s, advertisement trend move towards the
radio.
1940s and early 1950s practiced on TV.
1950s online advertising was started.
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Branding/Brand.
Originated in 19th centaury. Introduced by soap making companies in USA
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Direct Marketing.
Introduced in 1867.
In 1930 diverted to telephone.
Personal selling.
Face to face communication.
Through presentation.Using Push and Pull promotional strategy.
Sales promotion.
Increase short term sales.
Started in 18th centaury.
19th included in promotional mix.
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Promotional Media
Print Media Electronic Media
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Other promotional media
Promotional items imprinted with your company name andlogo.
Outdoor billboards.
Movie and theater advertising.
Bus bench, bus shelter.
Mobile advertising (trucks, taxis, buses).
Airport advertising.
High school/college campus advertising.
Hotel advertising. Supermarket entrance advertising (community bulletin
boards).
Town festival programs.
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Literature Review (Introduction)
Marketing planning is important for the
business.
D
efine target market. Move into creating a marketing mix program.
Promotion efforts are focused on the sales
approach. Determine which approach, or combination of
approaches, works best and is most effective.
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Literature Review(Conclusion)
Companies are using different promotional
methods but they have to work on brandingthere goods and companies logo.
Advertisement should be placed at the
reasonable time so it can affect more.
Firms are not working on corporate
sponsorship.
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Hypothesis.
Null hypothesis: promotional budgeting and
lack of awareness is not effecting promotional
contents and media in Pakistan.
Alternatives: promotional budgeting and lack
of awareness is affecting promotional
contents and media in Pakistan.
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SWOT Analysis.
Strengths.
Good for building awareness.
Effective at reaching a wide audience.
Repetition of main brand and product positioning helpsbuild customer trust.
Highly interactive - lots of communication between thebuyer and seller
Excellent for communicating complex / detailed productinformation and features
Relationships can be built up - important if closing the salemake take a long time
Cheap way of reaching many customers
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SWOT Analysis.
Weakness.
Impersonal - cannot answer all a customer'squestions
Not good at getting customers to make a finalpurchasing decision.
Costly - employing a sales force has many
hidden costs in addition to wages Not suitable if there are thousands of
important buyers
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SWOT Analysis.
Opportunities.
Assess customer needs and become market
leader. Expansion in product line.
Increasing customer loyalty.
Threats. Too much promotion may damage the brand
imaging.
Influence investors decisions.
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Research Methodology
Research Design:
Population and Sample:
population Sample size
professionals 10
Teachers 10
Students 10
Total 30
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Hypothesis
Null hypothesis: promotional budgeting and
lack of awareness is not effecting promotional
contents and media in Pakistan.
Alternatives: promotional budgeting and lack
of awareness is affecting promotional
contents and media in Pakistan
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Chi-square
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
lack of awareness and promotional
budgeting is affecting promotional contents
and media in * promotional content and
media used in is affected due to traditional
concept
30 100.0% 0 .0% 30 100.0%
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Chi-square
lack of awareness and promotional budgeting is affecting promotional contents and media in Pakistan * promotional content and media used
in Pakistan is affected due to traditional concept Cross tabulation
Count
promotional content and media used in Pakistan is
affected due to traditional concept
Totalno yes
lack of awareness and promotional budgeting
is affecting promotional contents and media inPakistan
No12 4 16
yes
9 5 14
Total21 9 30
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Chi-square
Chi-Square Tests
Value df Asymp. Sig. (2-sided) Exact Sig. (2-sided) Exact Sig. (1-sided)
Pearson Chi-Square
.408a 1 .523
Continuity Correctionb
.057 1 .811
Likelihood Ratio.408 1 .523
Fisher's Exact Test.694 .404
N of Valid Casesb
30
a. 2 cells (50.0%) have expected count less than 5. The minimum expected count is 4.20.
b. Computed only for a 2x2 table
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Chi-square
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Research processResearch
processintroduction Literature
reviewvariables
Hypothesisdevelopment
Data collection
Data analysis &
interpretation
SPSS Working
Chi-Square
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Findings
Companies are focusing only on advertisement.
Promotional budgeting is one of the major hurdles fororganizations.
Public relationing is kept behind by the companies. Some companies are doing too much promotion that can
be harmful.
Personal selling advertisement is an expensive source ofpromotion.
Companies do not brand there products.
Some companies use famous personalities in there adssometimes it has bad impact on customer.
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Recommendations
Companies are focusing only on advertisement
that needs a high amount to be spent. Companies
had to consider other factors of promotion that
are cheap and will help to expand market share.
No doubt today is a war of competition among
businesses; companies have spent much amount
for promotion. They should spent reasonableamount on it so earnings will be less affected, it
help to attract investors
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Recommendation
Companies have to follow one the most
important content that is public relationing. It will
help to develop and maintain professional and
long lasting relations with the key partners of thecompanies.
While promoting the brands, it should be
considered that how frequently its made becausesometimes companies promote too much there
brand that may damage the image of brand.
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