PROMOTION MIX

Ten Leading Advertisers(U.S) in

2005
 Leading advertisers in
2005(India) by media spend
•
were:
Hindustan UniLever ($99m)
• Dabur India ($24m)
• Maruti Udyog (Suzuki) ($27m)
• Bajaj Auto ($24m)
• Pepsico ($27m)
• Hero Honda ($23m)
• LG Electronics ($25m)
• Nokia ($22m)
• Procter & Gamble ($25m)
• Paras Pharmaceuticals ($22m)
 Promotion
Persuasive Communication

Any form of communication a

business or
organization uses to inform,
persuade, or
remind people about its
 1 Promotion Pontia c

Communication by marketers that informs,

persuades, and reminds potential buyers of
a product in order to influence an opinion
or elicit a response.

Chap. 14 Marketing 7e Lamb Hair

McDaniel
5
©2004 South-Western/Thomson
Objectives of Promotion
• Create Awareness
• Stimulate Demand
• Encourage Product Trial
• Identify Prospects
• Retain Loyal Customers
• Facilitate Reseller Support
• Combat Competitive
Promotional Efforts
• Reduce Sales Fluctuations
 What 4 things does promotion
usually tell us?
• How to use the product
• Where the product is available
• The quality of the product
• Other important information:
• Price
• Materials or Ingredients
• Warnings or Hazards
• Sizes, Colors, Styles
Pull vs. Push Promotional
Strategy

Pull - directing promotion at

target market in effort to get
customers to seek product from
channel members

Push - directing promotion at

channel members in effort to get
them to promote product to target
Push is the job of
• The sales force
• Sales promotions to
the trade
• Trade shows and
training and
incentives
• Public relations, etc.
Pull is the job of:
• Advertising
• Sales promotion to
the consumer
• Public relations, etc.
Promotional Mix – a combination of the
different types of promotion

• Personal Selling
• Advertising
• Direct marketing
• Sales promotion
• Public relations
 Factors That Affect
The Promotion Mix
Type of Product
Stage in the
Product Life Cycle
Target Market
Characteristics
Actions of
Competitors
Available Funds
 The AIDA Concept

Model that outlines the process

for achieving promotional goals in
terms of stages of consumer
involvement with the message.

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 AIDA and the Promotional
Mix
Awareness Interest Desire Action

Very Very Somewhat Not

Advertising
effective effective effective effective

Public Very Very Very Not

Relations effective effective effective effective

Sales Somewhat Somewhat Very Somewhat

Promotion effective effective effective effective

Personal Somewhat Very Very Very

Selling effective effective effective effective

13
 Comparison of
Communication Methods
 Characteristics of the
Elements
in the Promotional Mix

Chap. 14 Marketing 7e Lamb Hair

McDaniel
15
©2004 South-Western/Thomson
Relative importance of promotion tools in consumer versus industrial markets
 Advertising

Mass persuasive
communication paid for
by an identified sponsor
that makes use of
various media
• PRINT AD OF CANON
 Simplified Rating Sheet for
Ads
(Attention) How well does the ad catch the ___ (20)
reader’s attention?
(Read-through) How well does the ad lead
the reader to read further? ___ (20)
(Cognitive) How clear is the central
message or benefit?
___ (20)
(Affective) How effective is the particular
appeal?
___ (20)
(Behavior) How well does the ad suggest
follow-through action?
___ (20)
| | | | | |
0 20 40 60 80 100 ___Total
Poor Mediocre Average Good Great
ad ad ad ad ad
 Task

• Identify three best print ads and

three best TV ads in India for the
year 2007
THANK YOU, but……………
………..