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UNIT - 5
Unit – 5 Outline
• Elements of promotion mix,
• Marketing communication process,
• Publicity, Advertising and public relations.
• Personal selling and sales promotion.
• Direct marketing and online marketing.
• Distribution channels and logistics
management,
• Channel design and administration, Public
policy and distribution decisions.
Five Major Components of Promotion
Mix
Marketing
Mix
Advertising
Types
Advertising to
Consumer Non-Product
Business &
Advertising Advertising
Profession
Classification of Advertising
Classified Advertising
Display Advertising
National Advertising
Advertising to
Local Adv
Consumers
Co-operative Adv
Industrial
Adv to Business Adv
& Profession Professional
Adv
Corporate
Adv
Classification of Advertising
Idea Adv
Service Adv
Political Adv
Non Product Adv
Primary Demand Adv
Surrogate Adv
Promotion Mix – Personal Selling
• Personal Selling is the face-to-face presentation
of a product, service or an idea to a potential
customer or customers by a representative of the
company or organisation.
• Personal selling is oral communication with
potential buyers of a product with the intention of
making a sale. The personal selling may focus
initially on developing a relationship with the
potential buyer, but will always ultimately end
with an attempt to "close the sale"
Personal Selling Process.
Making first
contact.
Prospecting.
Promotion Mix – Personal Selling
• Features of Personal Selling
– Most Expensive than any other promotional tool
– Impractical to accomplish mass selling
– Employed as a follow up to mass communication
– Establishes long term relationship with customers
– The sales message can be customized to meet the
needs of the customer
– The two-way nature of the sales process allows
the sales team to respond directly and promptly
to customer questions and concerns
Promotion Mix – Sales Promotion
20 - 33
Weaknesses of Publicity
• Some loss of control over message.
• Limited exposure; only happens once.
• Not free; preparation costs.
20 - 34
Determinants of Promotional Mix
• Marketers depend on two or more methods to
accomplish promotion & marketing activities
• Major determinants of Promotional Mix are:
1. Type of product
2. Nature of Market
3. Stage of product in PLC
4. Availability of Budget
5. Company Policy