MARKETING

MANAGEMENT

By
Shailesh Jadhav
MEANING OF 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

William Stanton define promotion,

“ as the element in an organization’s marketing mix that
is used to inform, persuade and remind the market
regarding the organization and or it products”.
FIVE MAJOR PROMOTION TOOLS
ARE:
Advertising
Advertising Any
AnyPaid
PaidForm
FormofofNonpersonal
Nonpersonal
Presentation
Presentation by anIdentified
by an Identified
Sponsor.
Sponsor.

Selling
PersonalSelling
Personal Presentations by
Personal
a Firm’s Sales Force.

Sales Promotion Short-term Incentives to

Encourage Sales.

Building Good Relations with

Public Relations Various Publics by Obtaining
Favorable Unpaid Publicity.

Direct Communications
Direct Marketing With Individuals to Obtain
an Immediate Response.
INTEGRATED MARKETING COMMUNICATIONS
COMMUNICATION PROCESS
Steps
Steps in
in Developing
Developing Effective
Effective
Communication
Communication
Step 1.
Step Identifying the
1. Identifying Audience
Target Audience
the Target
 Action
Desire
Interest
Awareness AIDA MODEL
Step
Step 2.
2. Determining
Determining the
the Communication
Communication Objectives
Objectives
Buyer
BuyerReadiness
ReadinessStages
Stages
THE LEVIDGE AND STEINER MODEL
 3. Designing
Step 3.
Step Message
Designing aa Message

Message Content
Rational Appeals
Emotional Appeals Message Structure
Moral Appeals Draw Conclusions
Argument Type Message Format
Argument Order Headline, Copy, Color,
Words, & Sounds,
Body Language

Attention
Attention Interest
Interest Desire
Desire Action
Action
MESSAGE CONTENT

RATIONAL APPEAL
RATIONAL APPEAL
EMOTIONAL APPEAL
MESSAGE FORMAT
Step
Step 6.
6. Collecting
Collecting Feedback
Feedback
Step
Step 5.
5. Selecting
Selecting the
the Message
Message Source
Source
Channels
Nonpersonal Communication
Channels
Personal Communication
Step
Step 4.
4. Choosing
Choosing Media
Media
Setting
Setting the
the Total
Total Promotion
Promotion Budget
Budget
And
And Mix
Mix

Affordable method
Percentage of Sales Method
Competitive Parity Method
Objective and Task Method
FACTORS IN DEVELOPING
PROMOTION MIX STRATEGIES
• Push Strategy - “Pushing” the Product Through
Distribution Channels to Final Consumers.
• Pull Strategy - Producer Directs It’s Marketing
Activities Toward Final Consumers to Induce Them to
Buy the Product.

Type of Product Life-

Product/ Cycle Stage
Market
Buyer/
Readiness
Stage
THANK YOU…..!!!