Principles of Marketing

(MK101E)
Course Facilitator: Asst Prof. Chris N Osakwe
 Objectives of Promotion

To create awareness

To inform about a feature or benefit

To support sales increases/firm profitability

To create an image

To remind customers about a product

 Types of Promotions
The most well known component
of promotion is advertising and it
is often done through print media
(e.g. newspaper, billboards) and
electronic media (e.g. TV, radio,
social media)
Public relations (the firm’s staff Trade promotion. Here, the firm
provides information to the media offers retailers and wholesalers
in the hopes of getting coverage). temporary discounts, which may
This strategy has benefits (it is or may not be passed on to the
often less expensive and media consumer, to stimulate sales
coverage is usually more credible
than advertising) but it also entails
a risk in that we can’t control what
the media will say
 Types of Promotions

Sales promotion. Samples (a portion of a In-store displays. Firms Personal selling. Sales Premiums (e.g., free
Consumers are given product given to often pay a great deal people either make small tube of
either price discounts, consumers at no cost of money to have their “cold” calls on potential toothpaste with the
coupons, or for their trial with the goods displayed customers and/or purchase of a
rebates/refunds. aim of driving product prominently in the respond to inquiries toothbrush
Generally, short-term adoption) store. More desirable
incentives to drive sales display spaces include:
end of an aisle, free-
standing displays, and
near the check-out
counter. Occasionally, a
representative may
display the product
Some Media Alternatives
• Newspapers
• Increasingly read online

• Outdoor
• Internet
• Can involve animation
and interactivity
• Advertising based on
Generally limited Can reach certain Magazines (print or previous online activity
attention people at work and online)—can reach
Both visual and in remote areas specialty markets • Point-of-purchase
auditory modality Very useful in
present-day Africa • Other
Can target
specialized especially since • Movie theaters
audiences between 80 and
90% of households • On other products
have access to a
working radio set
 Promotional Mix

https://www.youtube.com/watch?v=XI2qK1UASxI
Test your knowledge
 In Class Group Activity

• Pick a manufacturing company in Morocco and describe how the

company reaches its target market through its promotional mix​

• Form a Group and with a maximum of five students per Group​

Send your Assignment (Attached with the
slides)
to the following email

houda.elafdel@uir.ac.ma