MARKETING MIX-PROMOTION Promotion — involves activities such as

MARKETING MIX-PROMOTION Promotion - involves activities such as advertising, sales promotion and public relations Advertising is defined as any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor

Major Decisions in Advertising Step 1: Setting Advertising Objectives - specific communication task to be accomplished with a - specific target audience during a - specific period of time Types of Ads 1) Informative advertising e. g. new products 2) Persuasive advertising e. g. ensure that your brand is the best among competitors’ 3) Reminder advertising e. g. keeps consumers thinking about the product Step 2: Setting the Advertising Budget e. g. for new prods, mkt noise, mkt share growth (Brand), repetition

Major Decisions in Advertising Step 3: Advertising Strategy 1) Creating the Advertising Message e. g. reaction = benefit Execution styles of ads: a) Slice of life e. g. two people discuss benefits b) Life style e. g. Rexona and active way of life c) Fantasy e. g. Nesquik d) Mood or Image e. g. Tourism, beauty e) Musical e. g. Mr. Proper f) Technical Expertise e. g. Ad tells about the experience in producing, 50 years etc

Major Decisions in Advertising g) Scientific Evidence e. g. Colgate ads h) Testimonial Evidence e. g. celebrities or endorsement 2) Selecting Advertising Media a) Reach e. g. how many % of target mkt is to be exposed b) Frequency e. g. how many times per time period Media Types: a) TV e. g. BBC, KTK, Habar b) Magazine e. g. Economist, Sezon, etc c) Internet e. g. any highly rated web site Ad Schedule: seasonally; winter, summer or special event

Major Decisions in Advertising Step 4: Advertising Evaluation 1) Communication Effect: a) Direct rating e. g. ask how ads get and affect the consumer b) Portfolio test e. g. several ads to evaluate and remember c) Laboratory tests e. g. psychological reactions like heart beat, blood pressure etc 2) The Sales Effect e. g. in different areas increase or decrease ads budget and see the effect of sales

SALES PROMOTION Sales-Promotion Tools: 1) Consumer-Promotion Tools: a) Samples e. g. trial amount of a product b) Coupons e. g. give buyers a saving when they purchase specified products, may be trial one c) Cash refund offers e. g. like coupons but needs o proof of purchase d) Price packs e. g. buy one get second for free or tooth paste with brush, or coffee with a cap e) Premiums e. g. buy a PC and they will put in to your box a flash disc

SALES PROMOTION f) Advertising specialties e. g. ad-er’s printed tools like pens, block notes, t-shirts etc g) Patronage rewards e. g. regular purchase, flying miles h) Point-of-purchase (POP) e. g. demonstrations at the purchase place, Duracell rabbits i) Contests, sweepstakes, and games e. g. give customer opportunity to win smthng 2) Trade-Promotion Tools: persuade retailers or wholesalers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers

SALES PROMOTION a) straight discount or price-off e. g. in a specific period of time number of purchased goods b) discount for immediate profit e. g. for price reductions to their customers c) allowance e. g. for advertising the product or other ways of display d) free goods e. g. to middleman or retailer in terms of extra goods, gifts or money e) free specialty advertising e. g. pens, pencils, calendars, matchbooks, memo pads etc

SALES PROMOTION 3) Business-Promotion Tools: a) conventions and trade shows e. g. Atakent b) A sales contest - salespeople or dealers to motivate them to increase their sales performance over a given period e. g. fees

PUBLIC RELATIONS Public Relations is used to promote products, people, places, ideas, activities, organizations, and even nations Major Public Relations Tools: a) News e. g. PR create news, stories or occasionally happened events, employees b) Speeches e. g. executive speech to media or public c) special events e. g. new releases, grand openings d) written materials e. g. annual reports, articles e) Audiovisual materials d) contributing money and time e. g. sponsorship, environment care etc