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for internal circulation only page 1 E5-E5 CSSS/PA/PS Marketing Promotions
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E5-E5 CSSS/PA/PS
Marketing Promotions
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AGENDA
Define Promotional Marketing
Understand elements of promotion mix
Explain the Advertising, Planning for advertising
Describe Public Relations (PR)
Describe Personal Selling and its Process
Explain Sales promotion and popular sales
promotions activities
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Promotional Marketing
Promotional marketing is a business marketing strategy
designed to stimulate a customer to take action towards a
buying
Above the Line Promotion
Below the Line Promotion
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Promotional Push and Pull Strategies
Push: A “push” promotional strategy makes use of a
company's sales force and trade promotion activities to
create consumer demand for a product
Pull: A “pull” selling strategy is one that requires high
spending on advertising and consumer promotion to build up
consumer demand for a product
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PROMOTION MIX
Advertising
Public Relation
Personal Selling
Sales Promotion
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ADVERTISING MEDIA
Outdoor (Posters or transport)
New Media Internet - websites and search engines
Newspapers (Local and National)
Television
Magazines
Radio, Cinema, and Others
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Planning for Advertising
Who is the potential TARGET AUDIENCE of the advert?
WHAT do I wish to communicate to this target audience?
Why is this message so IMPORTANT to them?
What is the BEST MEDIUM for this message to take (see
some of the possible media above)?
What would be the most appropriate TIMING?
What RESOURCES will the advertising campaign need?
How do we CONTROL our advertising and monitor success?
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PUBLIC RELATION
Public Relations (PR) are any purposeful
communications between an organisation and its publics
that aim to generate goodwill. Publics, put simply, are its
stakeholders
Interviews and photo-calls
Speeches, presentations and speech writing
Corporate literature e.g. financial reports
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PESONAL SELLING
occurs where an individual salesperson sells a product,
service or solution to a client
Use fewer resources, pricing is often negotiated.
Products tend to be fairly complex (e.g. financial services or
new cars).
There is some contact between buyer and seller after the
sale so that an ongoing relationship is built.
Client/prospects need specific information.
The purchase tends to involve large sums of money.
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FIVE STAGES OF PERSONAL SELLING
Prospecting
Making first contact
The sales call.
Objection handling
Closing the sale
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SALES PROMOTIONSales Promotion: Sales promotion describes promotional
methods using special short-term techniques to persuade
members of a target market to respond or undertake certain
activity
Objectives:
Building Product Awareness
Creating Interest
Providing Information
Stimulating Demand
Reinforcing the Brand
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TYPES OF SALES PROMOTION
Consumer Market Directed
Trade Market Directed
Business-to-Business Market Directed
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MERITS/DEMERITS
of
PROMOTIONAL MIX
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ADVERTISING
Merits
Good for building
awareness
Effective at reaching a
wide audience
Repetition of main brand
and product positioning
helps build customer trust
Demerits
Impersonal - cannot
answer all a customer's
questions
Not good at getting
customers to make a final
purchasing decision
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PERSONAL SELLING
Merits
Highly interactive - lots of
communication between the
buyer and seller
Excellent for
communicating complex /
detailed product
Demerits
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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SALES PROMOTION
Merits
Can stimulate quick
increases in sales by
targeting promotional
incentives on particular
products
Good short term tactical
tool
Demerits
If used over the long-term,
customers may get used to
the effect
Too much promotion may
damage the brand image
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PUBLICITY
Merits
Often seen as more "credible" -
since the message seems to be
coming from a third party (e.g.
magazine, newspaper)
Cheap way of reaching many
customers - if the publicity is
achieved through the right media
Demerits
Risk of losing control
- cannot always
control what other
people write or say
about your product
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SUM UP
Various promotional methods are available to the marketer
Each promotional method has its own merits and demerits
Success depends on selection of appropriate mix of these
variables
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