ADVERTISING: EFFECTIVE

PROMOTIONAL TECHNIQUES

By: Dr. Robina Yasmin

Promotion

Promotion is an effort by marketers to inform

and remind people in the market about
product and persuade them to participate in
an exchange.
The combination of promotional tools an
organization uses is called its promotion mix.
Integrated marketing communication
combines all the promotional tools into one
comprehensive, unified promotional strategy.

Traditional Promotional Mix

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Advertisin
g

Personal
Selling

Product

Public
Relations

Sales
Promotion

Advertising

Advertising is paid, non personal

communication through various media by
organizations and individuals who are in
some way indentified in the message.
Various categories:

Retail advertising

Trade advertising

Online advertising

Product advertising

Business to business advertising

Institutional advertising

Steps In A
Promotional Campaign
1.

Identify the target market

2.

Define the objectives

3.

Determine the promotional budget

4.

Develop a unifying message

5.

Implement the plan

6.

Evaluate effectiveness
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Advertising
Advertising media: Newspaper,
television, radio, magazines,
outdoor, direct mail, yellowpages, Internet
The growing use of Infomercials
Moving to the Internet
Global advertising

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Total Direct
Advertising Expenditures

Source: The Direct Marketing Association, Advertising Age (accessed August 10, 2006)

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Money Spent to
Place Products

In Billions

Source: PQ Media

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Total Advertising Expenditures

By Media

Expenditures of 100
Leading National
Advertisers

Source: Advertising Age, 2005

Ad Spending Growth
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Source: Advertising Age, 2005

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Infomercials Grossing
Over 1 Billion
In Billions

Source: Business 2.0, June 2005

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Steps in the
Selling Process (B2C)
Follow up
Close sale
Make presentation
Start

Ask questions
Approach

Some Examples

Inspirational
Powerful
Emotional Grabing
Reference Group
Funny

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Steps in the Selling

Process (B2B)
1.
2.
3.
4.
5.
6.
7.

Prospect and Qualify

Preapproach
Approach
Make Presentation
Answer Objections
Close Sale
Follow Up

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Putting it all Together

Convince wholesalers and

retailers to stock and sell
Producer uses advertising,
personal selling, sales
promotion to convince the
intermediaries
Idea is to push the
product through the
distribution system to the
stores

Heavy advertisements
and sales promotion
efforts
Directed at consumers
so that they will request
the products from
retailers
Products are pulled down
through the distribution
system
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