PROMOTION

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7 Ps of Marketing Mix

7 Ps of Marketing Mix

MARKETING MIX: PROMOTION

PROMOTION

The mode of conveying information about the product to the target consumers.

What is the dialogue between customer and company?

  • Message
  • Method of delivering message
  • Timing of delivery
Communications by customers and influencers. Competitor promotions.

PROMOTIONAL MIX

  • ADVERTISING
  • PERSONAL SELLING
  • DIRECT MARKETING
  • PUBLICITY
  • SALES PROMOTION

ADVERTISING

The most common medium of promoting a product or service is through advertising in the following forms:
  1. Television or radio commercials
  2. Print advertisements
  3. Online advertising
  4. Packaging ads
Advertising must be able to do the following:
  1. Attract the attention of consumers
  2. Communicate the message of the product
  3. Elicit the feeling or desire to buy the product
  4. Identify the benefits of the product
  5. Convey the message using plain and simple language
  6. Appeal to consumers' understanding by being meaningful and believable
  7. Distinguish the product from similar products
The most important element in advertising is the message that must be conveyed to the consumers.

PUBLICITY

Members of media are usually informed through a formal statement or press release about a particular event where the product or service will be presented or endorsed by well-known personalities.

PERSONAL SELLING

It involves a salesperson who has personal or direct contact with the prospective consumers and is in a competitive position to influence the consumers to buy the product.

SALES PROMOTION

This strategy involves giving incentives to consumers so they will acquire the product or service. The most popular tools adopted in sales promotion category are discounts, coupons, cash rewards, and gift certificates.
It aims to influence the target consumers to buy the product or avail of the service now.

DIRECT MARKETING

It is undertaken through the internet. The entrepreneur starts by building a consumer database, performs a one-on-one approach in building consumer relationships, and sells the product online.

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