• Used to communicate both factual information and persuasive messages to prospective buyers.
• Designed to increase visibility or sales of a product.

• Advertising
• Personal Selling
• Sales Promotion
• Public Relations
• Direct Marketing
• Promotion Mix Strategies

• used to encourage or persuade an audience (market) to continue or take some new action.
• Most familiar forms are broadcasting and print media

Types of Advertising:
1. Acc. to target audience
2. Acc. to what is being advertised
3. Acc. to the objective sought

Advertising…
Types of Advertising:
1. Acc. to target audience a) Consumer Advertising
directed and intended for domestic markets (e.g. individuals and families).
- to introduce / re-introduce, products
(household appliances, home electronic devices, clothes and others found in the household ) and services to families and private individuals for daily use.

Advertising…
Types of Advertising:
1. Acc. to target audience b) Business-to-Business Advertising
- directed toward other businesses
- may involve the promotion of products such as copier machines, or services such as human resources consulting or logistics, that are primarily designed for businesses.

Advertising…
Types of Advertising:
2. Acc. to target audience a) Product Advertising
- tries to sell a particular product. (e.g.
Direct-action and Indirect-action) b) Institutional Advertising
tries to develop goodwill for a company rather than to sell a specific product. (e.g. Customer service and
Public service)

Advertising…
Types of Advertising:
3. Acc. to target audience a) Primary-demand Advertising
- stimulate demand for generic category
(such as vitamins, milk, etc.) b) Selective-demand Advertising
stimulate demand for individual brands
(such as Centrum Multi-Vitamins, Bear
Brand Milk, etc.)

• Delivery of a specially designed message to a prospect by a seller, in a form of face-toface communication, personal correspondence, or personal telephone conversation

Personal Selling…
• Example can be found in department stores on the perfume and cosmetic counters.
• A customer can get advice on how to apply the product and can try different products. Products with relatively high prices, or with complex features, are often sold using personal selling.
• Great examples include cars, office equipment (e.g. photocopiers) and many products that are sold by businesses to other industrial customers.

• Media and non-media marketing pressure
• Applied for a predetermined, limited period of time in order to stimulate trial, and increase demand, or improve product availability

Sales Promotion…
• Includes consumer tools such as samples, coupons, cash refund offers, prices off and free goods.
• A key ingredient in marketing campaigns

Sales Promotion…
Objectives:
• To consumers:
- obtain trial product
- introduce a new or improved product
- encourage repeat or greater usage by current users
- bring ,ore consumers into retail store
- increase the total number of users of an established product

Sales Promotion…
Objectives:
• To resellers:
- increase resellers
- obtain displays and support products
- improve product distribution
- obtain more and better self space

Sales Promotion…
Objectives:
• To sales persons:
- motivate the sales force
- educate the sales force about product improvement
- stabilize fluctuating sales pattern

Sales Promotion…
Trade Promotions (geared toward
Wholesalers and Retailers):
1. Trade Shows
2. Contests (or games)
3. Display equipment and point-ofpurchase materials
4. Cooperative Advertising and
Promotion
5. Allowances

Sales Promotion…
Consumer Promotions (aimed at ultimate consumers):
1. Product Sampling
2. Coupons
3. Rebates
4. Contests and Sweepstakes

Sales Promotion…
Consumer Promotions (aimed at ultimate consumers): cont.
5. Premiums
6. Multiple-purchase offers
7. Point-of-purchase materials
8. Product Placements
9. Sales promotion tie-ins

• The use of the news or business press to carry positive stories about your company or your products
• Cultivating good relationship with local press representatives

Public Relations…
Publicity:
 Is a special form of public relations that involves news stories about an organization or its products or services.
 Publicity is not paid
 Publicity in the form of news releases, press conferences, and photographs.

Public Relations…
Other Forms of Publicity:
• Appearances
- Such as in talk shows promoting their books, recordings, concerts, and movies.
• Event Sponsorship
- sponsoring events and activities in charitable institutions

• method by which advertisers approach potential customers directly with products or services.
• forms of direct marketing are telephone sales, solicited or unsolicited emails, catalogs, leaflets, brochures and coupons.

Direct Marketing…
Types of Direct Marketing:
• Telemarketing
- involves calling people at home or work to ask for donations, an opinion, or for sales purposes.
• Email Direct Marketing
- targets consumers through their
Email accounts.
•
Direct Mail Marketing
- advertising material sent directly to home and business addresses.

• final aspect of strategic planning used to determine how to reach chosen target markets with key messages.

“ Understand that you need to sell you and your ideas in order to advance your career, gain more respect, and increase your success, influence and income.”
- Jay Abraham