Marketing Management

Chapter 4:
Promotion Mix

Lecturer:
Bambang Leo Handoko, S.E., M.M.
 Pengertian Promosi

• Definition of promotion (Kotler):

• Upaya yang dilakukan oleh perusahaan/pemasar
untuk mempengaruhi pihak lain agar turut
berpartisipasi dalam perubahan yang mereka
lakukan.

Media of Promotion:
1. Advertising 5. World of mouth
2. Personal Selling 6. Direct marketing
3. Sales promotion
4. Public Relation
 Advertising Definition

• All forms of information preservation and

communication that held by sponsors to
offer ideas, goods, and services.
• Advertising be made all thus able for being
interested, gain a lot of attention, easily
remembered with the purpose to influenced
people for buying the goods or services
 Advertising Function

a. Marketing function
b. Communication function
c. Economic function
d. Social function
 Marketing function

• Target market
• Marketing media that being used:
- product
- product price
- place/location to sell the product
• Marketing communication
 Communication function

• Advertising is a form of mass

communication that deliver various kinds of
market information to connected the
suppliers and customers.
 Economic function

Quote 1:
• Advertising as persuasive tools that increase the
varieties of product and decrease the consumer’s
demand for another substitutes product.

Quote 2:
• Advertising gives alternate information about
addition/deduction of price elasticity.
 Social function

• Informed to the people/societies about our new

product
• To help the people to compare the product, one to
another with their details
• Information services
 Advertising message

• Budgeting vs. creativity

• Effectiveness of concept and strategy
• Similar with the advertised product
(synchronization between the actual product
and the advertising)
• The main factors in advertising
 a. Selections and evaluation of the message

• Appealed of advertising:
1. A message that has a clear meaning,
which indicated the utilities of the
product.
2. Should be difference in appearance
3. Can grow/increase the customer believers
 b. Ways to deliver the message

• Interesting deliverer of the message

• Interesting style to deliver the message:
1. As an avoidable part of life
2. As a Lifestyle
3. Various situation and illustration
4. Musical
5. Proved of science
Case Indomie jingle competition
Indomie the market leader of instant noodle in
Indonesia, invites the consumer to
participate in the creation of the product’s
jingle.
 c. Advertising Media

• Printed Media
- News paper
- Magazines
- List of address/phone number
(yellow pages)
• Electronic Media
- radio
- television
- hand phone//multimedia
- internet site
 Personal Selling

• On Personal selling can be mentioned that the

company paying more attention to their
consumer personally. Because, seller could
directly adjust the bargaining of sales with the
needs, wants, behavior of each target market
(pre-buyers).
Multilevel marketing companies mostly use personal
selling to sell and extend their market area

• Build network via down lines

 Sales Promotion

Sales promotion is all activities that means to increase

the flow of goods and services from the producer than
to intermediaries and the end users, at last.

Sales promotion can be implemented to:

Customer, such as: free offer, sample, demonstration,
coupon, cash back, and guarantee
Intermediaries, examples: free goods as a gift,
discount for distributor, award as the best distributor
Sales force, in form of: percentage bonus from the sales
quantities, award, prize for sales force of the
month/year.
Gratis piring, undian berhadiah
 Public relation

• Public relation is marketing activity, where

the company related or making relationship
not only with the customer, supplier, and
intermediaries, but also with the larger
public entities like: the government,
societies, food & beverages license, and the
others.
Public relation’s activity
 Word of mouth
• The customers those feel satisfied after receiving
our goods and services/ consumed the product.
Will recommended the product to their relatives,
friends, and the others to buy the same product as
theirs.
• This world of mouth was the cheapest way of
advertising, whereas the company gets the new
recommended customer without paying more
expenses.
• The key is how to manage customer satisfaction
that becomes the most important thing in this
strategy.
Word of mouth
 Direct marketing

• Marketing product directly to the customers

can be delivered in: direct mail,
telemarketing, and the others.
 Quiz
• In a group students will answer the
questions according to the movie clips that
contains commercial break from several
companies.
• Define the various ways to deliver the
message based on the slide presentation
chapter 4: promotion mix.