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Promotion-Mix (Tools for IMC)

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Top of Mind Awareness is owning thespace that your product or serviceoccupies between your potentialcustomers ears. That way, when theyreready to buy, they think of your productfirst.

Top of Mind Awareness

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Promotion keeps the product in the minds of

the customer and helps stimulate demand for

the product.

The ongoing activities of advertising, sales

Promotion, Public Relations and Personal

Selling are often considered aspects ofpromotions.

PROMOTION

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Everything about your product

communicates:

Price - Place - Product(including packaging)

New companies are formed on a

daily basis,How can one get people

to know about their business so

that it can grow?

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Objectives of Promotion

BUILD AWARENESS.

CREATE INTEREST.

PROVIDE INFORMATION. STIMULATE DEMAND.

REINFORCE THE BRAND.

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Advertising "Advertising is any paid form of non-personalpresentation and promotion of ideas, goods and servicesthrough mass media such as newspapers, magazines,television or radio by an identified sponsor".

- Philip Kotler and Armstrong "The means of providing the most persuasive possibleselling message to the right prospects at the lowestpossible cost".

- Institute of Practitioners in Advertising Advertising is bringing a product (or service) to theattention of potential and current customers. Advertising is a form of Communication!

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Short term incentives to

encourage the purchase or saleof a product or service.

Sales promotion include toolsfor consumer promotion, trade

promotion and business andsales force promotion.

Now ,it is part of the Marketingspend of all companies and

these days SP spends in manycompanies exceed that of theadvertisements spends.

Sales Promotion

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The planned and sustained effort to establish andmaintain goodwill and mutual understandingbetween an organization and its publics.

Highly credible

Many forms: news stories, news features, eventsand sponsorships, etc.

Reaches many prospects missed via other forms ofpromotion

Public Relations

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Direct communications between paid representatives andprospects that lead to transactions, customer satisfaction,account development, and profitable relationships.

Most effective tool for building buyers preferences, convictions,and actions

Personal interaction allows for feedback and adjustments

Relationship-oriented

Buyers are more attentive

Sales force represents a long-term commitment

Most expensive of the promotional tools (Paid one)

Personal Selling