Role of Promotion in Promotional Mix Factors Affecting

Marketing Mix
Promotional Mix
Communication by
Advertising
Nature of Product
markeames Public Relations
Product Life Cycle Stages
Goals: Inform, Persuade, Personal Selling Target Market Characteristics
Remind
Influence opinions and Sales Promotion Type of Buying Decision
Available Funds
responses
Push and Pull Strategies

Goals of Promotion
Advertising
Types: Institutional, Product
Informing: Convert needs to

Promotion
(Pioneering, Competitive,
wants, stimulate interest Comparative)
Persuading: Stimulate Media Types
purchase/action
Reminding: Keep
product/brand in public
mind

Sales Promotion
AIDA Concept Personal Selling Public Relations
Tools: Coupons, Rebates,

Attention Advantages
Premiums, Loyalty Programs,
Contests, Sweepstakes, New-Product Publicity
Interest Steps in Selling
Sampling, P-O-P Promotions, Product Placement
Consumer Education
Online Promotions
Desire Process Sponsorships
Internet Websites
Action