N O I T O M O R P Z A IT D C G E L V -2 A 0 A 1 N A S T A S IY A
PROMOTION IS Any form of communication a business uses to inform, remind, or persuade customers to purchase products and improve its public image
PROMOTIONAL MIX The combination of the different types of promotion a business or organizations uses to promote its products
TYPES OF PROMOTION Product Promotion Institutional Promotion
MAKING UP THE PROMOTIONAL MIX Five basic categories of promotion • Advertising • Personal selling • Sales promotion • Public relations • Direct Marketing
DETERMINING THE PROMOTIONAL MIX Strategies chosen for the mix are designed to compliment each other and reach a specific goal
FACTORS THAT AFFECT THE PROMOTION MIX 1. Nature of the product 2. Stage in the product life cycle 3. Target market characteristics 4. Type of buying decision 5. Available funds 6. Push-and-Pull strategies
GOALS AND TASKS OF PROMOTION
WHEN ELEMENTS OF PROMOTION ARE MOST USEFUL
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PROMOTIONAL PLAN INCLUDING:
CRITERIA FOR SETTING PROMOTION OBJECTIVES Promotion objectives should: • be measurable, concrete • be based on sound research, with a well-defined target audience • be realistic • reinforce the overall marketing plan and relate to specific marketing objectives
TOOLS FOR CONSUMER SALES PROMOTION
TOOLS FOR TRADE SALES PROMOTION