Dr.

Hilmi Masri
 Promotion is sometimes confused with
advertising in that people use these terms
synonymously.
 Promotion is a collection of personal and/or
non-personal marketing communication
means, which encourage consumers to buy a
particular product and persuades them to
buy it.
 The main objective of promotions are:
1. To increase sales
2. Communicating a product to the prospective
buyers.
3. Capturing customers and committing them into
buying, but not to outsmart them in any way.
4. To speed up sales process whereby promotion
may shorten the time between ‘placing’ the
product in the market and taking-up by the
customers.
5. Widening the information about a product to
greater market coverage.
 Promotion consists of 5 general components:
1. Advertising
2. Personal selling
3. Sales promotion
4. Direct marketing
5. publicity
 Advertising is used by marketers to reach
target markets such an individual consumers,
firms and organization.
 It provides an efficient, inexpensive and fast
method of reaching the increasingly
segmented consumer market.
 Advertising is any paid form of non-personal
promotion and presentation of ideas, goods
and services by an identified sponsor through
a mass medium.
 Product-oriented advertising seeks to explain
a new product, emphasis unique benefits of
a particular product, compare product with
its competitors or encourage further product
purchase.
 Institutional advertising promotes a concept,
an idea or the goodwill of a company,
organization or a country to achieve a wide
range of objective with difference target
audience.
 Advertising is a popular means of marketing
communication because it is a low cost, has
variety of media (newspaper, magazines,
television, radio, direct mail and outdoor
advertising)
 Its exposure can be controlled, has consistent
message contents and allow for widest creativity
in message design.
 The three main purposes in advertising are to
inform, to persuade and to remind.
 It is used during the growth stage and the early
part or maturity stage of the product life cycle.
 Personal selling is an oral presentation in a
conversation with one or more prospective
buyers for the purpose of making sale.
 Fill (1995) defines personal selling as an
interpersonal communication tool which
involves face to face activities undertaken by
individuals, often representing an
organization, in order to inform, persuade or
remind and individual or group to take
appropriate action.
 Personal selling becomes a choice of
promotion because of its strength such as
interactive ability of sales person to answer
specific questions from the prospective
buyers, ability to target buyers, ability to
accumulate market knowledge and provide
feedback.
 Personal selling attempts to achieve the
following tasks: to identify the need of the
buyer, to match those need to the product
and to convince the buyer to purchase the
product.
 Sales promotion is a short-term tactical tool,
complementary to long term promotional
strategy, aiming at adding extra value to a
product or service, or and above the normal
product offering thus creating an extra
inducement to buy.
 It consists of various activities including show
house, trade exhibition, contest, quick
purchase discount and special campaign.
 Although regarded as a poor cousin of
advertising, can be used to target buyers, to
respond to special occasions and to create
special purchase incentives.
 Is basically a two-way or interactive seller-
buyer communication of marketing which
uses one or more advertising media to effect
a measurable response at any location.
 It consists of various communication means
that enable marketers to make direct
contact with individual buyers.
 These include personalized letters, mailed
flyers or brochures, telemarketing and
marketing via internet.
 Publicity is a non-personal stimulation of demand
for a product, service or idea by means of
commercially significant news planted in the
mass media and not paid directly by a sponsor.
 Publicity is almost always achieved through
public relation.
 Publicity normally takes the form of news,
special feature, interview and other means of
information editorial with purpose of capturing
public attention on the existence of certain
products, companies and activities that may help
to fill up their need and wants.
Promotional Problem/ Issue
To get first penetration of customers
To get customers first impression on
product/ product trial
To increase consumption/ purchase
To obtain long-term loyalty
To survive in declining market
E.G of Promotional Tool Which May
Help
Advertising, dedicated prospectus,
mailing/ phone list, personal selling,
special campaign
Show house, free gifts, on-site
special event, open –day, VIP visit
Discount, flexible payment, free
gifts.
Strategic promotions which draw
upon the strategies of the
competitors.
Specific reactive promotional
strategies adjusting to consumers
affordability