1. Promotions
Prof. Jayashree Vispute

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3. Session Objectives
• Definition of all the elements of the
Promotion Mix
• Understanding in brief the elements of the
Promotion Mix
• Innovative use of Media for Promotion –
Example of BMW Films
• Evaluation
• If time permits a “toofani” ad : )
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Prof Jayashree Vispute

5. What is promotion?
• Any form of
communication a
business or organization
uses to inform,
persuade, or remind
people about its
products.
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Prof Jayashree Vispute

6. Promotional Mix

7. Promotional Mix
Key elements:
• Advertising
• Sales Promotion
• Public Relations
• Personal Selling
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8. The Promotional Mix is a
combination of the different
types of promotion.

9. Two types of promotion
• Product Promotion
– Type of promotion that a business uses to
convince potential customers to buy products
from them and not their competitors.
• Institutional Promotion
– Type of promotion that a business uses to create a
favorable image for itself.
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Prof Jayashree Vispute

10. 15-10
• Promotion: function of informing,
persuading, and influencing the
consumer’s purchase decision
3/18/2022 Prof Jayashree Vispute

11. Basic types of promotion….
• Personal selling
• Advertising
• Sales promotion
• Public relations
• Direct Marketing
• Events & Experiences
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Prof Jayashree Vispute

12. 15-12
Objectives of Promotion
• Provide Information
– Inform the market about the availability of a
particular good or service
• Increase Demand
– Some promotions are aimed at increasing
primary demand, the desire for a general
product category
– More promotions are aimed at increasing
selective demand, the desire for a specific brand
3/18/2022 Prof Jayashree Vispute

13. Advertising….
• Any paid form of non-
personal presentation
and promotion of ideas,
goods, or services by an
identified sponsor.
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Prof Jayashree Vispute

14. • All marketing activities,
other than personal
selling, advertising, and
public relations is
called….
Sales Promotion
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Prof Jayashree Vispute

15. • Sales Promotion
– Marketing activities that stimulates
consumer purchasing (includes: displays,
trade shows, coupons, premiums, contests,
product demonstrations, and various
nonrecurrent selling efforts)
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16. Public Relations
• Any activity designed to
create a favorable
image toward a
business, its products or
its policies.
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Prof Jayashree Vispute

17. • A specific kind of public
relations that involves
placing positive and
newsworthy information
about a business, its
products, or its policies in
the media is called…..
Publicity
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Prof Jayashree Vispute

18. Publicity
Stimulation of demand for good, service, place,
idea, person, or organization by unpaid
placement of commercially significant news or
favorable media presentations
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Prof Jayashree Vispute

19. Publicity
• Advantage…
–It is free!
• Disadvantage…..
–Its contents
cannot be
controlled by the
business
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Prof Jayashree Vispute

20. Events and Experiences
• Company-sponsored activities and programs
designed to create daily or special brand-
related interactions.
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Prof Jayashree Vispute

21. • NEXT BOM LECTURE IS GOING
TO BE VERY EXCITING……..
DON’T
MISS!!!
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Prof Jayashree Vispute

22. Push Policy
• Promotion policy used
only with the next
partner in the
distribution channel.
Manufacturers PUSH
a product to the
retailers for sale….
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Prof Jayashree Vispute

23. Pull Policy
• Promotion policy
designed to create
consumer interest
When a product
is consumer
driven
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Prof Jayashree Vispute

24. 18 - 24
Push or Pull Strategy
• a push strategy directs communication efforts at
channel members; a pull strategy directs
promotion at the end consumer
• many products, such as business products, are
promoted with a push strategy, involving personal
selling and use of trade promotions
• most consumer products would rely more heavily
on a pull strategy where promotion is directed at
the consumer to stimulate demand

25. Evaluation
• ______________ is a paid form of non-
personal presentation of goods or services by
an identified sponsor.
a. Sales Promotion
b. Publicity
c. Public Relations
d. Advertising
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26. Evaluation
• Which of the following is not a type of non-
personal communication?
a. Newspaper
b. Magazines
c. Journals
d. E-Mail
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27. Evaluation
• The promotion mix comprises of four
elements. Which of the following is not one of
them.
a. Marketing Research
b. Publicity
c. Public Relations
d. Advertising
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28. Evaluation
• Which of the following involves giving short-
term incentives/offers to encourage customer
to purchase a product or service?
a. Sales Promotion
b. Personal Selling
c. Public Relations
d. Advertising
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29. Evaluation
• Sales promotion can be directed either at end
consumers (consumer sales promotion) or at
distribution channels (trade sales promotion).
Trade sales promotion are a type of:
a. Selling into the trade
b. Push-pull strategy
c. Push strategy
d. Pull strategy
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30. • 3 definitions
• Types
• Advantages
• Disadvantages
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31. • AD ..........JUNE 2012 - DECEMBER
2012BOM Sem I 12_13TutorialPepsi ICC
World T20 Film - Ranbir, Dhoni, Virat &
Raina.flv
• AD1..........JUNE 2012 - DECEMBER
2012BOM Sem I 12_13TutorialRanbeer
Kapoor's new Pepsi ad for T20 World Cup
2012.flv
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