3. Promotion-Mix

Promotion-Mix (Tools for IMC) : 

12/21/2010 5:09:13 AM Integrated Marketing Communication Charu Bharti Asst. Professor APIM Promotion-Mix (Tools for IMC)

Top of Mind’ Awareness : 

12/21/2010 5:09:13 AM Integrated Marketing Communication ‘Top of Mind’ Awareness is owning the space that your product or service occupies between your potential customer’s ears. That way, when they’re ready to buy, they think of your product first. Top of Mind’ Awareness Charu Bharti Asst. Professor APIM

Slide 3: 

12/21/2010 5:09:13 AM Integrated Marketing Communication Charu Bharti Asst. Professor APIM

Slide 4: 

12/21/2010 5:09:13 AM Integrated Marketing Communication Charu Bharti Asst. Professor SBS Sharda University

PROMOTION : 

12/21/2010 5:09:13 AM Integrated Marketing Communication Promotion keeps the product in the minds of the customer and helps stimulate demand for the product. The ongoing activities of advertising, sales Promotion, Public Relations and Personal Selling are often considered aspects of promotions. PROMOTION Charu Bharti Asst. Professor APIM

Slide 6: 

12/21/2010 5:09:13 AM Integrated Marketing Communication Everything about your product communicates: Price - Place - Product (including packaging) New companies are formed on a daily basis, How can one get people to know about their business so that it can grow? Charu Bharti Asst. Professor APIM

Objectives of Promotion : 

12/21/2010 5:09:13 AM Integrated Marketing Communication Objectives of Promotion BUILD AWARENESS. CREATE INTEREST. PROVIDE INFORMATION. STIMULATE DEMAND. REINFORCE THE BRAND. Charu Bharti Asst. Professor APIM

Advertising : 

12/21/2010 5:09:13 AM Integrated Marketing Communication Advertising "Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor". - Philip Kotler and Armstrong "The means of providing the most persuasive possible selling message to the right prospects at the lowest possible cost". - Institute of Practitioners in Advertising Advertising is bringing a product (or service) to the attention of potential and current customers. Advertising is a form of Communication! Charu Bharti Asst. Professor APIM

Sales Promotion : 

12/21/2010 5:09:13 AM Integrated Marketing Communication Short term incentives to encourage the purchase or sale of a product or service. Sales promotion include tools for consumer promotion, trade promotion and business and sales force promotion. Now ,it is part of the Marketing spend of all companies and these days SP spends in many companies exceed that of the advertisements spends. Sales Promotion Charu Bharti Asst. Professor APIM

Public Relations : 

12/21/2010 5:09:13 AM Integrated Marketing Communication “The planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics”. Highly credible Many forms: news stories, news features, events and sponsorships, etc. Reaches many prospects missed via other forms of promotion Public Relations Charu Bharti Asst. Professor APIM

Personal Selling : 

12/21/2010 5:09:13 AM Integrated Marketing Communication Direct communications between paid representatives and prospects that lead to transactions, customer satisfaction, account development, and profitable relationships. Most effective tool for building buyers’ preferences, convictions, and actions Personal interaction allows for feedback and adjustments Relationship-oriented Buyers are more attentive Sales force represents a long-term commitment Most expensive of the promotional tools (Paid one) Personal Selling Charu Bharti Asst. Professor APIM