LEAD College of Management

1. Promotional Mix
Aravind

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

3. The Promotional Mix is a
combination of the different
types of promotion.

4. 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.

5. Four basic types of promotion….
• Personal selling
• Advertising
• Sales promotion
• Public relations

6. What is the largest form of promotion?
• Personal Selling!
– This type of promotion requires contact
with potential buyers

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

8. Features
• Matter of record
• Non personal communication
• Persuasion of buyers
• Paid form of publicity
• Identifiable with the sponsor

9. Advantage
2.It increases sales volume
3.Increases net profit
4.Stabilized the sales volume
5.Controls product price

10. Sales Promotion
• All marketing activities,
other than personal
selling, advertising, and
public relations is
called….

11. • It only under taken during certain period .
• Suppliment promotion efforts of advertising
and personal selling
• Quicker result
• Give allowances , deductions etc , by
manufactures help the retailer to have fair
margin of profit for themselves
• Helps to generate great sales volume to the
sellers

12. Advantage
• Stimulate the customers an attitude towards
the product
• Give direct inducement to the consumers to
take immediate action

13. Public Relations
• Any activity designed to
create a favorable
image toward a
business, its products or
its policies.

14. • An effect indirect communication channel for
promoting the sales of the firm’s product
• PR refers to an effort to create a favorable
attitude towards the products, service and the
firm among employees , shareholders ,the
government and the society at large .

15. Advantage
• Like advertising , salesmanship, sales
promotion and publicity , PR also influence
the customer to buy firms product
• Cost is less
• Create good image
• Credibility of products

16. Publicity
• 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…..

17. Publicity
• Advantage…
– It is free!
– Valuable suppliment to advertising
– Valuable information

18. What do they do?
• Advertising
– Creates awareness of a business’s product
• Public Relations
– Creates a favorable image for the business itself
• Sales Promotion
– Efforts stimulate sales
• Personal Selling
– Builds on all of the other efforts by helping customers
complete the sale