Amity School of Business:, II Sem Principles of Marketing Ii Ruchika Jeswal
Amity School of Business:, II Sem Principles of Marketing Ii Ruchika Jeswal
Amity School of Business:, II Sem Principles of Marketing Ii Ruchika Jeswal
AMITY SCHOOL OF
BUSINESS
BBA, II Sem
PRINCIPLES OF MARKETING II
Ruchika Jeswal
What is Promotion Mix?
Marketing Communication
Identifying the Target Audience.
Determining the Communication
Objectives.
Designing a message- Message content,
Message Structure, Message Format.
Choosing Media
Selecting the message source.
Collecting Feedback.
Setting the Total Promotion 6
Budget
Four common methods used to set the
total budget for advertising:
1)The affordable method.
2) Percentage-of sales method.
3) Competitive-Parity method.
4) Objective-and- task method.
Shaping the overall Promotion 7
Mix
The concept of integrated marketing
communications suggests that the
company must blend the promotion tools
carefully into a coordinated promotion mix.
Companies within the same industry differ
greatly in their designs of promotion
mixes.
The nature of each Promotion 8
Tools.
Advertising- Advertising can reach masses
of geographically dispersed buyers at a
low cost per exposure, and it enables the
seller to repeat a message many times.
Personal Selling- It is the most effective
tool at certain stages of the buying
process, particularly in building up buyers
preference, convictions and actions.
The nature of each Promotion 9
Tools(contd)
Sales Promotion- It includes a wide assortment of tools-
coupons, contests, cents-off deals, premiums, and
others- all of which have many unique qualities.
Public Relations- It is very believable- news stories,
features, sponsorships, and events more real and
believable to readers than ads do.
Direct Marketing- It is less public. Normally directed to a
specific person. It is immediate and customized. It is
interactive. It allows a dialogue between the marketing
team and the consumer, and messages can be altered
depending on the consumers response.
Promotion Mix Strategies 10
NEWS
SPEECHES
SPECIAL EVENTS
WRITTEN MATERIALS
AUDIO-VISUAL MATERIALS
CORPORATE IDENTITY MATERIALS
PUBLIC SERVICE ACTIVITIES
BUZZ MARKETING
PERSONAL SELLING 16
SALES PROMOTION 18
marketing
Benefits to Buyers:
Convenient , easy and private
Ready access to a wealth of products.
Wealth of comparative information about
companies, products, and competitors.
Interactive and immediate.
25
Benefits to sellers:
Helps building customer relationships.
Offers sellers an easy, low cost, efficient, speedy
alternative for reaching their markets.
Results in lower costs, improved efficiencies, and
speedier handling of channel and logistics functions.
Allows greater flexibility.
Gives sellers access to buyers that they could not reach
through other channels.