THE PROMOTION

MIX
 GROUP MEMBERS:

q Fiza Falak (BPD02161001) q Isha

Taskeen (BPD02161025) q Sobia
Parveen (BPD02161026) q Sundus
Awan (BPD02161049) q Aqsa Adnan
(BPD02161056) q Hafiza Noor Syeda
(BPD02161072) q Kanita Awais
(BPD021 115)
 WHAT IS PROMOTIONAL MIX?
Ø The Promotional mix is a combination of the
different types of promotion
Ø Promotion keeps the product in the minds of the
customer and helps stimulate demand for the
product.
Ø The ongoing activities of advertising, sales
promotion,PublicRelations,personal selling and
direct marketing are often considered aspects of
promotion.
 Advertising

Sales promotion
Ingredient of
the
promotion
Public Relations
mix
Personal selling
 ADVERTISING
ü Any paid form of non-personal presentation and promotion
of ideas, goods, or services.
ü Reaches large, geographically dispersed audiences, often
with high frequency
ü Impersonal; one-way communication
The major tools are:
Print Media
Broadcast Media
Outdoor Media
Internet & Website
 SALES PROMOTION
Ø Short-term incentives to encourage the purchase or
sale of a product or services
Ø Makes use of a variety of formats: Discounts,
premiums, coupons, contests, etc.
Ø Attracts attention, offers strong purchase
incentives
Ø Not effective at building long-term brand
preferences
Ø Stimulates quick response
 PUBLIC RELATIONS

Ø Building good relationships with the company’s

various publics (stakeholders,) building up a good
corporate image.
Ø The major tools are Press Releases, Sponsorships ,
Special Events, Web Pages.
Ø To enhance the positive aspects and minimize
negative factors related to products and
organization.
 PERSONAL SELLING

Ø The personal presentation by the firm’s sales force

for the purpose of making sales and building strong
customer relationships
Ø Most effective tool for building buyers
preferences, convictions, and actions
Ø Personal interaction allows for feedback and
adjustments
Ø Relationship-oriented.
 DIRECT MARKETING

Ø Involves making direct connections with

carefully targeted individual consumers to
both obtain an immediate response and
cultivate lasting customer relationships
Ø Many forms: Telephone marketing, direct mail,
online marketing, etc.