How does a Company communicate with

its customers?

Presented by

Tazeen Azeem

What is promotion?

It refers to the use of

communication with the

twin objectives of

informing potential

customers about a

product and persuading

them to buy it.Tools Of Promotion Mix

•Advertising

•Sales Promotion

•Personal Selling

•Publicity

The factors that guide a marketer’s

decision in selecting a promotion mix are:

•Nature of the product market

•Overall marketing strategy

•Buyer readiness stage

•Product life cycle stage

ADVERTISING

• PaidThe company whose product has to be marketed has to bear

the advertising cost.

• Non-personalThere is no personal connection between the firm and the

public who reads or sees the advertisement.

• Through Media or Identified sponsor.Radio, T.V, internet, newspaper advertising are the most

effective method of advertising. It is undertaken by some

identified individual or company who makes the advertising

efforts and also bears the cost of it.

• Most visible form of all promotion

A particular product can be marketed through putting up of

posters, banners, television ads, radio or on the internet.

PERSONAL SELLING•Paid

•One- two- one

•Canned sells Technique 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 quote & close the sale.

Personal selling is one of the oldest forms of

promotion.

It involves the use of a sales force to support a

push strategy (encouraging intermediaries to

buy the product) or a pull strategy (where the

role of the sales force may be limited to

supporting retailers and providing after-sales

service).

SALES PROMOTION•Paid

•Non- recurrent

•Rely on Advertisement , Personal

Selling or Publicity

A type of marketing aimed either at the

consumer or at the distribution channel

(in the form of sales-incentives).

It is used to introduce new product,

clear out inventories, attract traffic, and

to lift sales temporarily.

PUBLICITY•Non-paid

•Personal/ non-personal

•Word of mouth

•More credibility

Type of promotion that relies on public

relations effect of a news story carried

usually free by mass media. The

main objective of publicity is not sales

promotion, but creation of

an image through editorial or

'independent source' commentary. While the

publicist can control the content of the story, he

or she may not have any control over

its placement or interpretation by the media.

Hierarchy of Effects in Promotion

As consumers, we are all familiar with the constant marketing and advertising

tactics that we are bombarded with on a daily basis. But as a small business owner,

you can also take advantage of the power of marketing and advertising to create a

‘’hierarchy of effects’’ in your potential customers. The acronym AIDA is a method

that describes that hierarchy of effects and it stands for: Attention, Interest, Desire

and Action. Using these four steps, your small business can market its products or

services more effectively to potential consumers.