Promotional Strategies

Introduction
The Promotion Mix

A company’s total promotion mix—also called its marketing communications mix—consists of

the specific blend of advertising, public relations, personal selling, sales promotion, and direct-

marketing tools that the company uses to persuasively communicate customer value and build

customer relationships. The five major promotion tools are:

Advertising: Any paid form of nonpersonal presentation and promotion of ideas, goods, or

services by an identified sponsor.

• Sales promotion: Short-term incentives to encourage the purchase or sale of a product or

service.

• Personal selling: Personal presentation by the firm’s sales force for the purpose of making

sales and building customer relationships.

• Public relations: Building good relations with the company’s various publics by obtaining

favorable publicity, building up a good corporate image, and handling or heading off unfavorable

rumors, stories, and

Direct marketing: Direct connections with carefully targeted individual consumers to both obtain

an immediate response and cultivate lasting customer relationships.

Each category involves specific promotional tools used to communicate with customers. e.g.,

advertising includes broadcast, print, Internet, outdoor, and other forms. Sales promotion

includes discounts, coupons, displays, and demonstrations. Personal selling includes sales

presentations, trade shows, and incentive programs. Public relations (PR) include press releases,

sponsorships, special events, and Web pages. And direct marketing includes catalogs, telephone

marketing, kiosks, the Internet, mobile marketing, and more. At the same time, marketing
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communication goes beyond these specific promotion tools. The product’s design, its price, the

shape and color of its package, and the stores that sell it all communicate something to buyers.

Thus, although the promotion mix is the company’s primary communications activity, the entire

marketing mix—promotion and product, price, and place—must be coordinated for the greatest

impact.

Integrated Marketing Communications

The Need for Integrated Marketing Communications

Today, more companies are adopting the concept of integrated marketing communications

(IMC). Under this concept, the company carefully integrates its many communications channels

to deliver a clear, consistent, and compelling message about the organization and its brands.

Integrated marketing communications calls for recognizing all touchpoints where the customer

may encounter the company and its brands. Each brand contact will deliver a message—whether

good, bad, or indifferent. The company’s goal should be to deliver a consistent and positive

message to each contact. IMC leads to a total marketing communications strategy aimed at

building strong customer relationships by showing how the company and its products can help

customers solve their problems.

Integrated marketing communications ties together all of the company’s messages and images.

Its television and print adverts have the same message, look, and feel as its e-mail and personal

selling communications. And its PR materials project the same image as its Web site or social

network presence. Often, different media play unique role in attracting, informing, and

persuading consumers; these roles must be carefully coordinated under the overall marketing

communications plan.

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 Carefully blended mix of promotion tools

Advertising Personal selling

Consistent, clear,
and compelling Public
company and relations
Sales promotion brand messages

Direct marketing

Fig. 1 Integrated Marketing Communications

The Communication process

Integrated marketing communications involves identifying the target audience and shaping a

well-coordinated promotional programme to obtain the desired audience response. Too often,

marketing communications focus on immediate awareness, image, or preference goals in the

target market. But this approach to communication is too shortsighted. Today, marketers are

moving toward viewing communications as managing the customer relationship over time.

Because customers differ, communications programmes need to be developed for specific

segments, niches, and even individuals. And, given the new interactive communications

technologies, companies must ask not only “How can we reach our customers?” but also “How

can we let our customers reach us?” Thus, the communications process should start with an audit

of all the potential touchpoints that target customers may have with the company and its brands.

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For example, someone purchasing a new cell phone plan may talk to others, see television

adverts, read articles and adverts in newspapers and magazines, visit various web sites for prices

and reviews, and check out plans at the shopping mall. The marketer needs to assess what

influence each communication experience will have at different stages of the buying process.

This understanding helps marketers allocate their communication budget more efficiently and

effectively.

To communicate effectively, marketers need to understand how communication works.

Communication involves the nine elements. Two of these elements are the major parties in a

communication—the sender and the receiver. Another two are the major communication tools—

the message and the media. Four more are major communication functions—encoding, decoding,

response, and feedback. The last element is noise in the system.

Elements in the communication process

• Sender: The party sending the message to another party.
• Encoding: The process of putting thought into symbolic form
• Message: The set of symbols that the sender transmits
.• Media: The communication channels through which the message moves from the sender to the
receiver
• Decoding: The process by which the receiver assigns meaning to the symbols encoded by the
sender
• Receiver: The party receiving the message sent by another party
• Response: The reactions of the receiver after being exposed to the message
• Feedback: The part of the receiver’s response communicated back to the sender
• Noise: The unplanned static or distortion during the communication process, which results in
the receiver getting a different message than the one the sender sent.

For a message to be effective, the sender’s encoding process must mesh with the receiver’s

decoding process. The best messages consist of words and other symbols that are familiar to the

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receiver. The more the sender’s field of experience overlaps with that of the receiver, the more

effective the message is likely to be. Marketing communicators may not always share their

customer’s field of experience. However, to communicate effectively, the marketing

communicator must understand the customer’s field of experience.

This model points out several key factors in good communication. Senders need to know what

audiences they wish to reach and what responses they want. They must be good at encoding

messages that take into account how the target audience decodes them. They must send messages

through media that reach target audiences, and they must develop feedback channels so that they

can assess an audience’s response to the message.

Steps in Developing Effective Marketing Communication

Identifying the Target Audience

A marketing communicator starts with a clear target audience in mind. The audience may be

current users or potential buyers, those who make the buying decision or those who influence it.

The audience may be individuals, groups, special publics, or the general public. The target

audience will heavily affect the communicator’s decisions on what will be said, how it will be

said, when it will be said, where it will be said, and who will say it.

Determining the Communication Objectives

Once the target audience has been defined, marketers must determine the desired response. Of

course, in many cases, they will seek a purchase response. But purchase may result only after a

lengthy consumer decision-making process. The marketing communicator needs to know where

the target audience now stands and to what stage it needs to be moved. The target audience may

be in any of six buyer-readiness stages, the stages consumers normally pass through on their way

to making a purchase. These stages include awareness, knowledge, liking, preference,

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conviction, and purchase. The marketing communicator’s target market may be totally unaware

of the product, know only its name, or know only a few things about it. Thus, the communicator

must first build awareness and knowledge.

Designing a Message

Having defined the desired audience response, the communicator then turns to developing an

effective message. Ideally, the message should get attention, hold interest, arouse desire, and

obtain action (a framework known as the AIDA model). In practice, few messages take the

consumer all the way from awareness to purchase, but the AIDA framework suggests the

desirable qualities of a good message. When putting the message together, the marketing

communicator must decide what to say (message content) and how to say it (message structure

and format).

Message Content

The marketer has to figure out an appeal or theme that will produce the desired response. There

are three types of appeals: rational, emotional, and moral. Rational appeals relate to the

audience’s self-interest. They show that the product will produce the desired benefits.

Message Structure

Marketers must also decide how to handle three message structure issues. The first is whether to

draw a conclusion or leave it to the audience. Research suggests that, in many cases, rather than

drawing a conclusion, the advertiser is better off asking questions and letting buyers come to

their own conclusions.

The second message structure issue is whether to present the strongest arguments first or last.

Presenting them first gets strong attention, but may lead to an anticlimactic ending.

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The third message structure issue is whether to present a one-sided argument (mentioning only

the product’s strengths) or a two-sided argument (touting the product’s strengths while also

admitting its shortcomings). Usually, a one-sided argument is more effective in sales

presentations—except when audiences are highly educated or likely to hear opposing claims or

when the communicator has a negative association to overcome.

Message Format

The marketing communicator also needs a strong format for the message. In a print advert, the

communicator has to decide on the headline, copy, illustration, and colors. To attract attention,

advertisers can use novelty and contrast; eye catching pictures and headlines; distinctive formats;

message size and position; and color, shape, and movement. If the message is to be carried over

the radio, the communicator has to choose words, sounds, and voices. The “sound” of an advert

promoting banking services should be different from one promoting an iPhone.

If the message is to be carried on television or in person, then all these elements plus body

language must be planned. Presenters plan every detail— facial expressions, gestures, dress,

posture, and hairstyles. If the message is carried on the product or its package, the communicator

must watch texture, scent, color, size, and shape. For example, color alone can enhance message

recognition for a brand.

Choosing Media

The communicator must now select the channels of communication. There are two broad types

of communication channels: personal and non-personal.

Personal Communication Channels

In personal communication channels, two or more people communicate directly with each

other. They might communicate face to face, on the phone, via mail or e-mail, or even through

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an Internet “chat.” Personal communication channels are effective because they allow for

personal addressing and feedback.

Personal communication channels

Channels through which two or more people communicate directly with each other, including

face to face, on the phone, via mail or e-mail, or even through an Internet “chat.” Some personal

communication channels are controlled directly by the company. For example, company

salespeople contact business buyers. But other personal communications about the product may

reach buyers through channels not directly controlled by the company. These channels might

include independent experts—consumer advocates, online buying guides, and others—making

statements to buyers. Or they might be neighbors, friends, family members, and associates

talking to target buyers. This last channel, word-of mouth influence, has considerable effect in

many product areas.

Word-of-mouth influence

Personal communications about a product between target buyers and neighbors, friends, family

members, and associates. Personal influence carries great weight for products that are expensive,

risky or highly visible. Companies can take steps to put personal communication channels to

work for them. For example, they can create opinion leaders for their brands—people whose

opinions are sought by others—by supplying influencers with the product on attractive terms or

by educating them so that they can inform others.

Nonpersonal Communication Channels

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Nonpersonal communication channels are media that carry messages without personal contact or

feedback. They include major media, atmospheres, and events. Major media include print media

(newspapers, magazines, direct-mail), broadcast media (television, radio), display media

(billboards, signs, posters), and online media (e-mail, company Web sites, and online social and

sharing networks). Atmospheres are designed environments that create or reinforce the buyer’s

leanings toward buying a product. Thus, lawyers’ offices and banks are designed to

communicate confidence and other qualities that might be valued by clients. Events are staged

occurrences that communicate messages to target audiences. For example, PR departments

arrange grand openings, shows and exhibits, public tours, and other events.

Nonpersonal communication affects buyers directly. In addition, using mass media often affects

buyers indirectly by causing more personal communication.

For example, communications might first flow from television, magazines, and other mass media

to opinion leaders and then from these opinion leaders to others. Thus, opinion leaders’ step

between the mass media and their audiences and carry messages to people who are less exposed

to media. Interestingly, marketers often use nonpersonal communications channels to replace or

stimulate personal communications by embedding consumer endorsements or word-of-mouth

testimonials in their adverts and other promotions.

Selecting the Message Source

In either personal or nonpersonal communication, the message’s impact also depends on how the

target audience views the communicator. Messages delivered by highly credible sources are

more persuasive. Thus, many food companies promote to doctors, dentists, and other healthcare

providers to motivate these professionals to recommend specific food products to their patients.

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And marketers hire celebrity endorsers—well-known athletes, actors, musicians—to deliver their

messages.

Collecting Feedback

After sending the message, the communicator must research its effect on the target audience.

This involves asking the target audience members whether they remember the message, how

many times they saw it, what points they recall, how they felt about the message, and their past

and present attitudes toward the product and company. The communicator would also like to

measure behavior resulting from the message—how many people bought the product, talked to

others about it, or visited the store. Feedback on marketing communications may suggest

changes in the promotion program or in the product offer itself.

One of the hardest marketing decisions facing a company is how much to spend on promotion.

How does a company determine its promotion budget? Here, we look at four common methods

used to set the total budget for advertising: the affordable method, the percentage-of-sales

method, the competitive-parity method, and the objective-and-task method.

Some companies use the affordable method: They set the promotion budget at the level they

think the company can afford. Small businesses often use this method, reasoning that the

company cannot spend more on advertising than it has. They start with total revenues, deduct

operating expenses and capital outlays, and then devote some portion of the remaining funds to

advertising. Unfortunately, this method of setting budgets completely ignores the effects of

promotion on sales. It tends to place promotion last among spending priorities, even in situations

in which advertising is critical to the firm’s success. It leads to an uncertain annual promotion

budget, which makes long-range market planning difficult.

Percentage-of-Sales Method

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Other companies use the percentage-of-sales method, setting their promotion budget at a certain

percentage of current or forecasted sales. The percentage-of-sales method is simple to use and

helps management think about the relationships between promotion spending, selling price, and

profit per unit. Despite these claimed advantages, however, the percentage-of-sales method has

little to justify it. It wrongly views sales as the cause of promotion rather than as the result.

Although studies have found a positive correlation between promotional spending and brand

strength, this relationship often turns out to be effect and cause, not cause and effect. Stronger

brands with higher sales can afford the biggest advert budgets. Thus, the percentage-of-sales

budget is based on the availability of funds rather than on opportunities. It may prevent the

increased spending sometimes needed to turn around falling sales. Because the budget varies

with year-to-year sales, long-range planning is difficult. Finally, the method does not provide any

basis for choosing a specific percentage, except what has been done in the past or what

competitors are doing.

Competitive-Parity Method

Still other companies use the competitive-parity method, setting their promotion budgets to

match competitors’ outlays. They monitor competitors’ advertising or get industry promotion

spending estimates from publications or trade associations and then set their budgets based on

the industry average. Two arguments support this method. First, competitors’ budgets represent

the collective wisdom of the industry. Second, spending what competitors spend helps prevent

promotion wars. Unfortunately, neither argument is valid. There are no grounds for believing

that the competition has a better idea of what a company should be spending on promotion than

does the company itself. Companies differ greatly, and each has its own special promotion needs.

Finally, there is no evidence that budgets based on competitive parity prevent promotion.

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Objective-and-Task Method

The most logical budget-setting method is the objective-and-task method, whereby the company

sets its promotion budget based on what it wants to accomplish with promotion. This budgeting

method entails (1) defining specific promotion objectives, (2) determining the tasks needed to

achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these

costs is the proposed promotion budget. The advantage of the objective-and-task method is that it

forces management to spell out its assumptions about the relationship between monies spent and

promotion results. But it is also the most difficult method to use. Often, it is hard to figure out

which specific tasks will achieve the stated objectives.

The Communication Model

sender message medium receiver

Communication programme

 Consists of the message, media, and budget

 The basic elements in communication are the source, the message and destination(receiver)

 Effective communication requires efficiency on the part of all three.

Message Development

Should have ffg. attributes:

Clear
Correct
Concise

Promotional strategies

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A marketer’s job is to build a marketing programme that aims at achieving a company’s

objective, organisations use promotion to communicate with customers about products they

offer. Promo is half of the communication process. A promotional strategy is an activity that is

designed to help boost the marketing of a product/service, sales, draw new customers, while also

retaining older ones. It can be done through an advert campaign, public relations activities, a free

sampling campaign, a free gift campaign, through demonstrations and exhibitions, emails etc. as

one of the 4ps of the marketing mix, promotion has an important part to play. In designing an

appropriate promotional strategy, one will need to consider such issues as what one want to

achieve (including the target audience), what then objectives of the communications are and

what ones marketing message is. From here one can proceed to the “how”. Which

communication channels will one select? What is one budget and how will it be allocated. What

is the appropriate promotional mix. As with most management processes, it is concluded with

evaluation; this involve measuring the outcome of promotional activities to ascertain whether

investment in promotion has been worthwhile.

Promotion is a reward making activity that influences people towards buying and consuming the

products of a marketer. To be successful, such a promotional measure must be effective and

adequate in bringing the desired action from the customers. Promotional activities embrace

every action on the part of the marketer to communicate their product, place, price, and

promotion to their customers to bring desired result, eg increased sales, profit and customer

satisfaction.

Marketing and promotion mix

Marketing Mix

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Product Price Promotion Place
The promotional mix combines different channels or routes to communicate a promotional

message. From a range of possible tools, one will select an appropriate promotional mix.

Tools in the promotional mix

Advertising- any paid form of non-personal presentation and promotion of ideas, goods or

services by any identified sponsor.

Direct marketing- the use of mail, telephone or other non-personal contact tools to communicate

with or solicit a response from specific customers and prospects.

Sales promotion- short term incentives to encourage trial or purchase of a product or service,

such as discounted rates for services over a limited time period.

Public relations/publicity- programmes designed to promote and /or protects a company’s image

or those of its products, including product literature, exhibitions and articles in professional or in-

house newsletters.

Personal selling- face to face interactions with one or more prospective users to generate

increased activity.

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Sponsorship- financial or external support of an event or person by an unrelated organisation or

donor commonly used in the arts, sports etc.

Typically, one will identify a combination of strategies. One promotional strategy may be used to

support another promotional event. Factors that will help one to choose an appropriate mix

include:

a. How much money is available

b. What message one is trying to convey

c. How big the market is and where it is located?

d. How the product is to be distributed

e. what stage the product is in its lifecycle

f. Who the competitors are?

Importance of promotional strategies

The methods and techniques of communicating with are though basically similar, vary. As

earlier mentioned, marketing communications are means by which firms attempt to inform,

persuade and remind consumers- directly or indirectly about the products (or even brands) they

sell. It embraces every kind of promotional strategies adopted by the marketer to persuade people

to buy their products and services. In general, marketing calls for more than developing a good

product, pricing it attractively and making it accessible. Companies must also communicate with

present and potential customers and the general public. Marketing communication mix consists

of major modes of communication namely, advertising, sales promotion, PR/publicity, direct

marketing word- of mouth marketing etc.

Types of promotional strategy

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1. Advertising- is only one element of the promotion mix, but it’s often considered prominent in

the overall marketing mix design. It is highly visibility and pervasive. Advert is a mass

communication of information intended to persuade buyers to buy products with a view to

maximizing a company’s profits. The features elements of advert are:

a. It’s a mass communication tool reaching a large group of consumers

b. It is non personal communication and it is not addressed to a specific person

c. can be economical, for it reaches large group of people, this keeps the cost per message low

d. The communication is speedy, permitting an advertiser to speak to millions of buyers in a

matter of few hours.

The messages are carried in:

 Newspapers and magazines

 On radio and television

 Circular of all kinds

 Dealer help materials

 Both window and counter displays

 Store signs, motion pictures used for advert

 Label tags etc.

The basic objectives of an advert programmes are to:

i. Stimulate sales amongst present, former and future consumers

ii. Communication with customers

iii. Retaining loyalty of present and former consumers. Advert may be used to

reassure buyers that they have made the best purchase, thus building loyalty the

brand name or the firm

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 iv. Increasing support- it bolsters the morale of the sales force and of distributors,

wholesalers, retailers

v. Projecting an image- it’s used to promote overall image of respect and trust for an

organisation. This message is aimed not only at consumers, but also at the

government and the general public.

Importance of Advertising

Generally, advert is a relatively low-cost method of conveying messages to numerous

prospective customers.

i. It can secure leads for salesmen and middlemen by convincing customers to request

more info and by identifying outlets handling the product.

ii. It can force middlemen to stock the company’s product by building consumer interest

iii. It can help train dealers’ salesmen in product uses and applications

iv. It can build dealer and consumer confidence in the company and its products by

building familiarity

v. It can be used to stimulate market demand.

While sometimes advert alone may succeed in achieving buyer acceptance, preference or

even demand for the product, it is seldom solely relied upon. Advert is efficiently used

with at least o e other sales method, such as PS or point-of-purchase display, to direct

more customers to buying action.

Advert as a form of communication is used to encourage, or manipulate an audience to

continue or take some new action. In latin, ad vertere means “to turn the mind toward”.

Most commonly, the desired result is to drive consumer behaviour with respect to a

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 commercial offering. Advert messages are usually paid for by sponsors and viewed via

various traditional media i .e newspaper, tv, blogs, websites etc. commercial advertisers

often seek to generate increased consumption of company’s product or services through

‘branding’ which involves associating a product or image with certain qualities in the

minds of consumers.

Setting advert objectives

They are determined on the following basis:

i. Message about the product- details about the product play a prominent role in advertising

for new and existing products. Also, can be used to inform customers of changes that take

place in existing products. E.g., if a company has purchased the brand of another

company resulting in name change, an advert message may stress- new name but same

great taste.

ii. Message about price- companies that regularly engage in price adjustments, can use

advert to let the market know of price reductions. Alternatively, ad can be used to

encourage customers to purchase now before a scheduled price increase takes place.

iii. Message about other promotions-ad often works hand in hand with other promotional

mix items. Eg special sales promotions such as contests may be announced within ab

advert. Also, ad can help salespeople gain access to new accounts, this may be especially

effective for a company entering a new market where advert may help the uncertainty a

buyer has about a new company.

iv. Message about distribution- within distribution channels, advert can help expand channel

options for a marketer by making distributors aware of the marketer’s offerings

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v. Advert can also be used to let customers know locations where a product can be

purchased.

Setting the advert budget

Setting an advert objective is easy, but achieving the objective requires a well-thought-out

strategy. A key factor affecting the strategy used is to achieve advert objectives is how much

money an organisation has to spend. The funds designated for advert make up the advert budget

and it reflects the amount an org. is willing to commit to achieve its advert objectives.

Organisations use several methods for determining advert budgets- includes

i. Percentage of sales- under this approach, advert spending is set based on either a

percentage of previous sales or a percentage of forecasted sales. Eg an org may set next

years’ advert budget at 19% of this years’ sales level. Alternatively, coys may consider

allocating advert funds based on a percentage of forecasted sales. In this way advert is

viewed as a driver of future sales and spending on it is linked directly to meeting future

sales forecasts.

ii. What is affordable- many smaller coys find spending of any kind to be constraining. In

this situation, advert may just be one of a tightly allocated spending and thus, the level

spent on advert may vary over time. For these orgs. Advert may only occur when extra

funds are available.

iii. Best guess- companies entering new markets often lack knowledge of how much ad is

needed to achieve their objectives, in case where the market is not well understood,

marketers may rely on their best judgment on what the advert budget should be.

Selecting media outlets

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With an objective and a budget in place, the advert campaign will next need to focus on

developing the message, however, before effort is placed on developing a message, the marketer

must first determine which media outlets will be used to deliver the message since the choice of

the media outlets guides the type of message that can be created and how frequently the message

will be delivered

An advert message can be delivered via a large number of media outlets. These range from

traditional outlets, such as print, radio and tv to newly emerging outlets such as the internet and

mobile devices. However, each media outlets possess different characteristics and thus offer

marketers different advantages and disadvantages. The characteristics by which different outlets

can be assessed include the following factors:

 creative options

 creative cost

 media market reach

 message placement cost

 Length etc.

Types of media outlets

A few years ago, marketers need to be aware of only a few media outlets, today’s marketers must

be well-versed in a wide range of media options due to advancements in communications

technology. Lading outlets are: Tv, radio, prints, direct mail, signage, sponsorships etc. Tv advert

offers the benefit of reaching large numbers in a single exposure, also a mass communication

capable of being seen by nearly everyone, tv lacks the ability to deliver as advert to highly

targeted customers compared to other media outlets. However, tv remains an option that is best

for products that are targeted to a broad market.

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Radio advert: promotion thru radio has been a viable option. Radio advertising is mostly local to

the broadcast range of a radio station. In many ways radio suffers the same problems as tv,

namely a mass medium that is not highly targeted and offers little opportunity to track responses.

Unlike tv advertising, radio presents the additional disadvantages of limiting advertisers to

audio- only advertising. For some products advertising without visual support is not effective.

Print advertising: prints such as magazines, newspapers and special issue publications offer

advertising opportunities at all geographic levels. Magazines offer the options of allowing high

quality imagery eg full colour and can also offer touch and scent experiences eg perfume.

Newspaper have also incorporated colour advert, though their main advantage rests with their

ability to target local markets.

Internet advertising: the fastest growing media outlet for advertising compared to spending in

other media. The internet offers many advertising options with messages delivered thru websites

or by email.

Website advertising- advertising here offers many options in terms of:

i. Creative types

ii. Size

iii. Placement

iv. Delivery.

Email advertising-using email to deliver an advert affords marketers the advantage of low

distribution cost and potentially high reach. Email advert can take the form of a regular email

messages or presented within the contest of more detailed content as an e-letter.

Direct mail: this method uses postal and other delivery services to ship advert materials including

postcards, letters, brochures, catalogues, flyers to a physical address of targeted customers.

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 Direct mail is most effective when it is designed in such a way that it makes it appear to be

special to the customer. Direct mail can be very cost-effective method of advertising esp. if

mailings contain printed materials, due to cost advantages obtained by printing in high volumes.

Signage and billboards

The use of signs to communicate a marketer’s message places advertising in geographically

identified areas in order to capture customer’s attention. The most obvious method of using signs

is though billboards, which are generally located in high traffic areas, they come in m any sizes.

Indoor billboards are often smaller that outdoor billboards and are designed to attract attention of

foot traffic. While billboards are the most obvious example of signage advertising, there are

many other forms of signage advertising include:

Mobile billboards, where signs are placed on vehicles such as buses, cars etc.

Plastic bags etc.

Product placement advertising: is an advertising approach that intentionally inserts products into

entertainment programmes such as tv programmes etc. placement can take several forms

including:

i. Visual imagery in which the product appears within the entertainment programme

ii. Actual product used by actors in the programme

iii. Words spoken by the actor

Mobile device advertising

Handheld devices such as cellphones and other wireless make up the growing mobile market.

This device market is beginning to become a viable advert medium, it also offers significant

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opportunity for marketers to reach customers at any time and place. It also has the potential to

provide marketers with the ability to target customers based on their geographic location.

Sponsorship is a subtle method of advertising is an approach in which marketers pay or offer

resources and services for the purpose of being seen as a supporter of an organisations event,

programme or product offering.

Others are:

i. Advertising through inserted materials in product packaging e.g. inside ATM cards

ii. Advertising imprinted on receipts

Creating a message

Effective communication requires the message source to create(encoding) a message that can be

interpreted(decoding) by the intended message receiver in advertising, the act of creating a

message is often considered the creative aspect of carrying out an advertising campaign. And

because it’s a creative process, the number of different ways a message can be generated is

limited only by the imagination of those responsible for developing the message. When ad

adverting message, the marketer must consider issues as:

i. General message factors

ii. Message structure
iii. Message testing
Evaluating campaign results

The final step in an advertising campaign is to measure the results of carrying out the campaign.

In most cases, the results measure relates directly to the objectives the marketer is seeking to

achieve with the campaign. Consequently, whether a campaign I judged successful is not always

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tied to whether product sales have increased since the beginning of the campaign. In some cases,

such as when the objectives is to build awareness, successful campaign may be measured in

terms of how many people are aware of the product.

In order to evaluate an advert campaign, it is necessary for two measures to take place. First

there must be a pre-campaign or pre-test measure that evaluates conditions prior to campaign

implementation. Second a post campaign or post testing can be done no matter what the

objective including measuring the campaign’s impact on total product sales.

Measuring advert effectiveness

Advertising may be extensive, but ineffective in its approach, an unnecessarily large amount is

sometimes spent without any reward. An advert measurement is adopted both before and after an

advertising campaign is lunched. After campaign launched, its essential to know how far the

advert plans, strategies and programmes have been successful in achieving the objectives so that

they may be modified and redesign for better performance if needed. A process known as

measuring its effectiveness. Several questions which are to be answered e.g. was the campaign

successful, why it not successful was what the reasons for not attaining the objectives were.

II PERSONAL SELLING

This is personal presentation by the firm’s sales force for the purpose of making sales and

building customer relationships.it is also an interpersonal communication in which sales person

uncovers and satisfy the needs of a customer to the mutual benefits of both. As against advert, PS

carries the messages to the prospect directly, its more effective way of persuading people. A key

disadvantage is that it is costly and customers are dealt with one at a time. Which is differently

from advert where millions of people see the same advert, also, advert is mass selling, not PS

PS can be divide into three tasks;

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 i. Order getting

ii. Order taking

iii. support personnel.

Elements of the Personal Selling process

Most often, no two salespeople use exactly the same selling methods, but many move through a

general selling process consisting of seven steps.

A. Prospecting: the first element in the selling process is developing a database of potential

customers or prospecting.

i. a sales person seeks the names of prospects from several sources, including company

sales records,, commercial databases, public records, telephone directories, trade

association directories etc.

ii. After developing the prospect list, a salesperson evaluates prospects to determine if they

are able, willing and authorized to buy the product.

B. Pre-approach: before contacting acceptable prospects, a salesperson finds and analyses

information about each prospect’s specific product’s needs, current use of brands, feelings

about brands and personal characteristics. The most successful salespeople are thorough in

their ‘pre-approach’ which involves identifying key decision makers, reviewing account

histories and problems. The more information about a prospect a salesperson has, the more

equipped he/she is to develop a presentation that will precisely communicate with the

prospect.

C. Approach: the manner in which a salesperson contacts a potential customer is a critical step

in the sale process because the prospect’s first impression of the salesperson may be a lasting

one with long term consequence. During the initial visit, the salesperson should strive to

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 develop a relationship rather than just push a product- it may take multiple visits before a

sales is made.

 The approach must be designed to deliver value to targeted customers

 In the sales approach is inappropriate, the salesperson efforts are Kiley to have poor

results.

Types of approaches

a. In the referral approach, the salesperson explains to a prospect that an acquaintance,

associate or relative suggested the call.

b. In the cold canvas technique, the salesperson calls on potential customers without their

prior consenting the repeat contact approach, the salesperson mentions a prior meeting Type of

approach used depends on the salesperson’s preferences. The product being sold etc.

D. Making the presentation

i. During the sales presentation, the salesperson must attract and hold the prospects

attention, stimulate interest and spark a desire for the product.

ii. Sales people should match their influencing tactics to their prospects

iii. During the presentation, the salesperson must not only talk but also listen to gain info.

About the prospect’s specific informational needs. Non-verbal communication is also

important in building trust.

E. OVERCOMING OBJECTIONS

i. An effective salesperson usually anticipate a prospect’s objections in order to address

and counter them before the prospect has an opportunity to raise them; however this

approach can be risky because the salesperson may mention some objections the

prospect would not have raised.

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 ii. If possible, the salesperson should handle objections to answer them because these

may keep the prospect from buying.

F. Closing the sale: this stage in the selling process when the salesperson asks the prospect to

buy the product.

I. During the presentation, the salesperson may use a ‘trail close” by asking questions

that assume the prospect will buy the product.

II. A salesperson should attempt to close at several points during the presentation

because the prospect could be ready to buy. An attempt to close often serves as an

important stimulus to uncover hidden objections.

G Following up

1. If attempts to close the sales are successful, the sales person must follow up the sale.

2. In the follow-up stage, the salespersons should determine if the order was delivered on time and

was properly installed, should learn where the customer has problems or questions about the

product and should determine the customers future product needs.

Selected types of selling

Personal selling has become an increasingly complex process due to rapid technological

innovation

A. Team selling: this involves the salesperson joining with people from the firm’s financial,

engineering and other functional areas. This is appropriate for expensive, complex high-tech

business products. These products are so complex that a single salesperson might not be expert in

all aspects of the product and purchase process.

B. Relationship selling: also known as consultative selling, involves building mutually long-term

associations with a customer through regular communications over prolong periods of time. It is

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 especially used in business-to-business marketing and can be enhanced throughout technology

that improves interactive communications.

Managing the Salesforce

Effective sales force management is an important determinant of a firm’s success, because the

Salesforce is directly responsible for generating an organisation’s primary inputs i.e. revenue.

Affirms reputation is often determined by the ethical behaviour of its sales force making a

positive ethical corporate culture imperative.

Establishing sales force objectives

1. Sales objectives tell salespeople what they are expected to accomplish during a specified period.

They give them direction and purpose

2. Sales objectives should be stated in precise, measurable terms and be specific about the time

period and geographic areas involved

3. Sales objectives are usually established for both the total sales force and each individual

salesperson

Creating sales territories

i. Sales managers usually try to create territories that allow sales potential to be measured

ii. sales territories are often selected because they have similar sale performance or require

about the same amount of work

iii. Territories with equal n sales potential usually will be unequal in geographic size his

cause s salespeople with larger territories to work harder and longer to generate a specific

sale volume.

iv. Territories which require equal amount s of work will cause salespeople who are totally or

partially compensated by commissions to have unequal m income potentials.

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 iv. A territory’s size and shape should also help the sales force provide the best possible

customer coverage and should minimize selling costs.

Sale promotions

Sale promotion is demand –stimulating devices designed to supplement advertising and facilitate

personal selling. In order words, sales promotion signifies all those activities that supplement,

coordinate and make the efforts of personal and advertising more effective. Whereas advert

offers reasons to buy a product/service, sales promo offers reasons to buy now. Sales promotion

consists of short –term incentives to encourage purchase or sale of a product or service. Personal

selling and advert often work closely with sale promotion. It is nonrecurring, meaning it can be

used continuously.

Sales promotion efforts are directed at final consumers and designed to motivate, persuade and

remind them of the goods and services that are offered. Sale persons adopt several techniques for

sales promotion. Its marketing manager’s responsibility to specify promotion objectives and

policies.

Purpose of sales promotion

Sales promotion tools vary in their specific objectives. A free sample stimulates consumer trial,

while a free management advisory service cements a long-term relationship with a retailer.

Intense competition among diff. companies puts tremendous pressure on the promotional

programme of sellers. Sellers bombard the market place with hundreds of messages every day

with the hope of attracting new customers and establishing markets for new products. Given the

intense competition, even an established firm must constantly remind people about its brand to

retain a place in their minds.

Objectives of sales promotion

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i. To induce buyers to purchase a new product, free samples may be distributed

ii. New customers may be attracted through issue of free samples, premiums etc.

iii. Present customers may be induced to buy more by knowing more about a product, its

uses etc.

iv. Sales promotion may be undertaken to meet competition from a firm

v. Buyers may be encouraged to use the product in off-seasons by showing them the variety

of uses of the product

vi. Retailers may be induced to keep in stock more units of a product so that more sales can

be effected.

Rationale for sales promotion

Are derived from broader promotion objectives, the specific objectives set sales promotion will

vary with the type of target market

For consumers, objectives include encouraging purchase of larger-size units, building trails

among no-user and attracting switches away from competitor’s brand.

For retailers, objectives include inducing retailers to carry new items, encouraging off-season

buying, stocking of related items, building brand loyalty etc.

For sales force, objectives include encouraging support of a new product, more prospecting and

stimulating off-season sales.

Sales Promo may be directed at consumers, dealers and distributors.

Consumer promotion tools

The main ones are:

i. Samples- are offers of free amount6 of a product to consumers. Sampling is the most

effective and also most expensive way to introduce a new product.

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ii. Coupons: are certificates entitling the bearer to a stated saving on the purchase of a

specific product. Coupons can be effective in stimulating sales of a mature brand and

inducing early trial of a new brand

iii. Cash refunds or rebates; these are like coupons except that the price reduction occurs

after the purchase rather than at the retail shop. The consumer sends a specified ‘proof of

purchase” to the manufacturer, who in turn’ refunds’ part of the purchase price

iv. Price packs: these are offers to consumers of savings-off the regular price of a product.

They may take the form of a reduced price pack which is single package sola at a reduced

price( such as two for the price of one) or a banded pack, which is two related products

banded together( such as tooth brush and tooth paste). Price packs are very effective in

stimulating short term sales, even more than coupon.

v. Premiums or gifts: these are merchandise offered at a relatively low cost or free as an

incentive to purchase a particular product.

vi. Prizes: are offers to of the chance to win cash, trips as a result of purchasing something.

vii. Free trials

viii. Product demonstrations etc.

Sale promotion strategies

Sale promotion strategy is an important element in the overall strategy. It involves identification

of objectives, effective communication for attracting attention, allocation of budget etc.

1. Objective: he should determine what is to be accomplished and what kind of buyer responses

are desired, should be objective oriented. The sales manager should inform consumers about

his product and should highlight its special features, not only to inform, but persuade them to

buy.it.

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2. Communication. Sales Promotion should attract the attention of the target audience. If prices,

discounts, off-season facilities etc. are not adequately and effectively communicated, the effort

of SP would be wasted. The overall marketing objectives define the role of communication in

sales promotion. Identifying the target audience is the main task of a SP communication. The

audience response to the message source helps to determine the effectiveness of the message.

3. Medium of reach: SP may adopt diff. methods for approaching people. Strategic variables

are taken into account while deciding on a particular method of sales promotion.

Consumer promotion has been considered a very effective mode of sales promo; potential

consumes are offered samples, coupons etc. to promote sales. A showroom display makes

it easy for prospective buyers to familiarize themselves with the different features of the

product

4. Budget a difficult marketing decisions facing companies. The resources and sales

potentials are estimated before the formulation of budgets.

 Affordable method- many companies stet promotion budget at what they think the

company can afford.

 Percentage of sales method: many companies set their promotion expenditure at a

specified percentage of sales or of the sales price.

 Completive` parity method: some companies set their promotion budget to achieve share-

of-wise parity with their competitors. Two advantages are:

1. Competitors expenditures represent the collective wisdom of the industry

2. maintaining a competitive parity helps to prevent ‘promotion wars.’

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 Objective and task method: here marketers develop their promotion budgets by defining

their specific objectives, the tasks that must be performed to achieve these objectives and

estimating the costs of performing these tasks.

Packaging: is another important form of promotion. This may carry selling messages and

information about the product. A good package design attracts the customer’s attention away

from other products. A proper blend of colour, design and shape. Packaging is meant for

serving vital purpose eg protect the product. Two main role of packaging are functional and

communicative. Functional relates to the protection of products throughout the flow of

goods, the consumption role brings messages from producer to consumers that influence the

purchase decision and consumption.

Purpose of packaging

 Physical protection

 Barrier protection

 Containment or agglomeration

 Information transmission

 Marketing etc.

Packaging types

 Primary packaging

 Secondary

 Tertiary

PUBLIC RELATIONS

Public relations is the deliberate planned and sustained effort to establish and maintain

mutual understanding between an organisation and its public. I.e. everything involved in

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 achieving a favourable opinion. A distinctive management function which helps establish and

maintain mutual line of communication, understanding, acceptance and cooperation between

an organisation and its publics.

Need for public relations

Investing in public relations will help the organisation to achieve its objectives effectively

and smoothly. PR is not creating good image for a bad team, since false image cannot be

sustained for a long time. Though even if the organisation’s product is good, it need an

effective PR campaign for attracting, motivating the public to the product. It not only

encourages the involvement from the public and also resulting in better image.

Effective PR can create and build up the image of an individual or an organisation or a

nation. At the time of adverse publicity or even when the organisation is under crisis, an

effective PR can remove the “misunderstanding” and can create mutual understanding

between the organisation and the public.

Functions of PR

 Establishes the relationship between the organisation and public.

 Analyses the public perception and attitude, identifies the organisation policy with public

interest.

 Execute the programme for communication.

Elements of PR

 The relationship between an organisation and its public

 Evaluation of public attitudes and opinions

 An organisation’s policies, procedures and actions as they relate to said org’s publics

 Steps taken to ensure that said policies, procedures and actions are in the public interest

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 Development of rapport, goodwill, understanding and acceptance as the chief end result

sought by public relations activities.

Components and Tools of PR

 PUBLIC

 Relations

 Propaganda

 Campaigns

 Lobbying

Some possibilities that would call for PR

 Promotional opportunity

 Controversy

 Adverse publicity

 Catastrophe

 Crisis etc.

Image Building

Image is the mental perceptions of the person related to an object, product service, individual or

organisation. The image need not necessarily be true and image is only an indication about how a

person perceived by others. Some organisation enjoys from favourable image, where some do

not. The image is beneficial for organisations for achieving their objective. There are many

images- friendly, speedy, honest, corrupt, efficient etc.

Image building exercises

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The image building exercise start with understanding the present image and to chalk out the

desired image and to channel all the public relations towards it. The PR dept can gather

information from various sources through appropriate data collection.

Sponsorships

Sponsorships can be defined as supporting an event, activity or organisation by providing money

or other resources that is of value to the sponsored event” tis is usually in return for advert space

at the event or as part of the publicity for the event.

Trade fairs and Exhibitions

Trade fairs and exhibitions shows are the integral element of the marketing communication mix

meant for meeting friends, customers, competitors, suppliers etc. the participating organisations

benefit from developing relationships, demonstrating products etc. an exhibition, in the most

general sense, is an organized presentation and display of selected of items. In practice,

exhibitions usually occur within museums, galleries and exhibition halls and fairs. Exhibition

rang from an extraordinarily large event such as a world fair exposition to small one-artist solo

show or display.

Point of purchase display

The manufacturer (marketer) provides many materials for display in the retail outlets that induce

customers visiting the shop. The attractive display of packages, hangings and standouts at retails

shop influence the customers to buy a product or service. A point of sales display is a specialized

form of sales promotion that is found near or next to a checkout counter (the point of sale). It is

intended to draw the customer’s attraction to products which may be new products or on special

offer and is also used to promote special events. POS includes displays and demonstration that

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take place at the point of sale. Different varieties of products and services addressing varying

consumer needs are presented in an increasingly competitive market place, going beyond the

traditional efficacy claims of the lower spectra of the Maslow’s needs hierarchy.

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