prom tools

• Advertising


  Any form of paid non-personal presentation and promotion of ideas, goods, or services through mass media such as newspapers, magazines, television, or radio by an identified sponsor for the purpose of inducing people to buy
• Promotion


  Keeps the product in the minds of the customer and helps stimulate demand for the product
• Objectives of Promotion


  • Build awareness
  • Create interest
  • Provide information
  • Stimulate demand
  • Reinforce the brand
• Print Advertising


  The oldest media, printed on some type of paper, can be seen in magazines and newspapers
• Outdoor Advertising


  Publicized product or service outdoors, suitable for small business, must be attention seeker
• Broadcast Advertising


  Reaches wider audience, great impact on listener or viewers, can be seen or heard on radios, television, and internet commercials
• Surrogate Advertising


  Advertise indirectly, banned by law, e.g. for cigarettes or alcohol
• Importance of Advertising


  • Increases sales
  • Creates awareness
  • Creates brand awareness
  • Creates regular demand
  • Provides market information
  • Educates people
• Steps in Advertising Procedure

  1. Identify purpose

  2. Target audience

  3. Select medium

  4. Create the ad

  5. Place and time of the ad

  6. Fulfill expectations
• Sales Promotion


  The set of marketing activities to boost the sales of the products or services, the process of persuading a potential customer to buy the product
• Consumer Oriented Promotion Tools

  • Free samples
  • Coupons
  • Exchange Scheme
  • Discounts
  • Premium offers
  • Personality Promotions
  • Installment Sales
• Trade-oriented Sales Promotion


  • Cash Bonuses
  • Stock Return
  • Credit Terms
  • Dealer Conferences
  • Dealer Trophies
  • Push Incentives
• Advantages of Sales Promotion


  • Price Discrimination
  • Effect on consumer behavior
  • Luring new customers with price
• Disadvantages of Sales Promotion

  • Increase price sensitivity
  • Short Term Orientation
• Push Strategy


  Taking the product directly to the customer via whatever means, ensuring the customer is aware of the brand at the point of purchase
• Personal Selling


  Oral communication with the potential buyers of a product with the intention of making a sale, a two-way flow of communication between the buyer and the seller, a face-to-face or real time encounter
• When Personal Selling is Useful


  • When company is small or does not have sufficient funds for advertising
  • When the market is concentrated
  • When the personality of the salesman is needed
  • When the product has higher unit value
  • When it requires demonstration
  • When it must be fitted to the individual customer's needs
  • When it is purchased frequently
• Steps of Personal Selling


  1. Prospecting, Identifying and Qualifying

  2. Pre-Approach and Call Planning

  3. Presentation Approach and Demonstration

  4. Handling of Objections

  5. The Close

  6. The Follow-Up
• Public Relations (PR)


  The practice of managing the flow of information between an individual or an organization and the public, to persuade the public, investors, partners, employees, and other stakeholders to maintain a certain point of view about the organization
• PR Process (RACE)


  1. Research

  2. Action

  3. Communication

  4. Evaluation
• Functions of PR


  • Press Relations
  • Product Publicity
  • Corporate Communications
  • Lobbying
  • Advisors
• Advantages of PR


  • Credibility
  • Cost
  • Avoidance of Clutter
  • Lead Generation
  • Ability to reach specific groups
  • Image Building
• Disadvantages of PR


  • Difficult to quantify PR benefits
  • Lack of control
  • 'Deft' management required
• Uses of PR


  • Customer complaints and redressal
  • Combating rumors/falsehoods
• Direct Marketing


  The use of consumer direct channels to reach and deliver products and services to consumers without using marketing middlemen, helps companies open dialogue directly between themselves and consumers
• Forms of Direct Marketing


  • Direct Mail Marketing
  • Telemarketing
  • Direct Response Marketing Television
  • Kiosk Marketing