6

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