Promotion Decisions | Marketing Management - B Com PDF Download

 Page 1


INTRODUCTION
Promotion also know as marketing communications 
are the means by which firms attempt to inform, 
persuade, and remind consumers directly or 
indirectly about the products and brands they sell.
Is one of the 4Ps or 7Ps of marketing mix as the 
case may be.
Page 2


INTRODUCTION
Promotion also know as marketing communications 
are the means by which firms attempt to inform, 
persuade, and remind consumers directly or 
indirectly about the products and brands they sell.
Is one of the 4Ps or 7Ps of marketing mix as the 
case may be.
PROMOTION MIX
According to Kotler& Kevin Keller there are eight modes 
of communication
? Advertising
? Sales promotion
? Events and experience
? Public relations and publicity
? Direct marketing
? Interactive marketing
? Word of mouth marketing
? Personal selling
Page 3


INTRODUCTION
Promotion also know as marketing communications 
are the means by which firms attempt to inform, 
persuade, and remind consumers directly or 
indirectly about the products and brands they sell.
Is one of the 4Ps or 7Ps of marketing mix as the 
case may be.
PROMOTION MIX
According to Kotler& Kevin Keller there are eight modes 
of communication
? Advertising
? Sales promotion
? Events and experience
? Public relations and publicity
? Direct marketing
? Interactive marketing
? Word of mouth marketing
? Personal selling
For simplicity and easy analysis the elements has 
been grouped into five
? Advertising 
? Personal selling
? Sales promotion
? Publicity
? Direct marketing
Page 4


INTRODUCTION
Promotion also know as marketing communications 
are the means by which firms attempt to inform, 
persuade, and remind consumers directly or 
indirectly about the products and brands they sell.
Is one of the 4Ps or 7Ps of marketing mix as the 
case may be.
PROMOTION MIX
According to Kotler& Kevin Keller there are eight modes 
of communication
? Advertising
? Sales promotion
? Events and experience
? Public relations and publicity
? Direct marketing
? Interactive marketing
? Word of mouth marketing
? Personal selling
For simplicity and easy analysis the elements has 
been grouped into five
? Advertising 
? Personal selling
? Sales promotion
? Publicity
? Direct marketing
ADVERTISING
? Any paid form of non personal presentation and 
promotion of ideas, goods and services by 
identified sponsor.
? TV ad
? Radio ad
? Online ad
? Billboards
? Flyers
Page 5


INTRODUCTION
Promotion also know as marketing communications 
are the means by which firms attempt to inform, 
persuade, and remind consumers directly or 
indirectly about the products and brands they sell.
Is one of the 4Ps or 7Ps of marketing mix as the 
case may be.
PROMOTION MIX
According to Kotler& Kevin Keller there are eight modes 
of communication
? Advertising
? Sales promotion
? Events and experience
? Public relations and publicity
? Direct marketing
? Interactive marketing
? Word of mouth marketing
? Personal selling
For simplicity and easy analysis the elements has 
been grouped into five
? Advertising 
? Personal selling
? Sales promotion
? Publicity
? Direct marketing
ADVERTISING
? Any paid form of non personal presentation and 
promotion of ideas, goods and services by 
identified sponsor.
? TV ad
? Radio ad
? Online ad
? Billboards
? Flyers
PERSONAL SELLING
Face to face interaction with one or more 
prospective purchasers for the purpose of making 
presentation and answering  questions
?Person to person
?Sales meeting
?Sales presentations