MODULE 11

• Promotion Mix - also known as the marketing communication mix,

  refers to the combination of promotional tools and strategies that a company uses to communicate with its target audience and promote its products or services.
• 6 Importance of Promotion Mix

  1. Awareness
  2. Demand
  3. Differentiation
  4. Loyalty
  5. Adaptability
  6. Measurement
• 5 Elements of Promotion Mix

  1. Advertising
  2. Personal Selling
  3. Sales Promotion
  4. Direct Marketing
  5. Internet Marketing
• Advertising - is paid, nonpersonal communication from an identified source that allows for creative messaging about all aspects of a product, service, idea, person, or place.
• Sales Promotion - It creates a feeling of excitement and often includes a bit of a gaming experience into the purchase decision.
• Personal Selling - is one of the most expensive forms of promotion because it is a one-on-one, person-to-person form of communicating with the customer.
• Public relations is a nonpaid, nonpersonal form of promotion. Because it is nonpaid, it has a high degree of credibility and is beneficial because a typically credible, non-biased third party is the messenger.
• Direct marketing allows for direct communication with the customer. Messages can be tailored to specific market segments and even personalized toward individual consumers.
• Internet / Digital Marketing - This form of marketing leverages the power of the internet and digital channels to promote products, services, or brands.
• Communication - it is a two-way process wherein the message in the

  form of ideas, thoughts, feelings, opinions is transmitted between two or

  more persons with the intent of creating a shared understanding.
• Fill in the blanks: 11 items

  A) Feedback

  B) Decoding

  C) Medium

  D) Encoding

  E) Communicator

  F) Receiver

  G) Noise

  H) Effect

  I) Message

  J) Context and Affect

  
• Fill in the Blanks: 7 Items

  A) Identify the Target Audience

  B) Determine the Communication Objectives

  C) Design the Message

  D) Create the Message Content

  E) Determine the Budget

  F) Develop the Strategies

  G) Select the Promotional Tools

  
• 3 Types of Appeal (Create the Message Content)

  1. Rational Appeal
  2. Emotional Appeal
  3. Moral Appeal
• Rational Appeal - prompt the consumer to make the choice for the product because of all the ways they will benefit from using it.
• Emotional Appeal - Consumers have a wide variety of emotions. Advertising messages can play to all those emotions. A few of the typical emotional appeals include happiness, fear, trust, sadness, anger, and guilt.
• Moral Appeal - pushes the consumer to want the product because of a sense of morality or social good. The messaging may encourage the consumer to do the “right thing.
• The 5A framework - the 5As provide the marketer with clear steps on the

  role of the messaging at each step of the framework.
• Determine the Budget (5)

  1. Objective and Task
  2. Top Down
  3. Percentage Sales
  4. Affordable
  5. Competitive Parity
• Top Down - Establishing the promotion budget by starting with an overall amount set by top management and then allocating funds to various promotional activities.
• Percentage Sales - Determining the promotion budget as a fixed percentage of sales revenue. The budget is directly tied to the company's sales performance.
• Objective and Task - Setting the promotion budget by identifying specific objectives and tasks needed to achieve them. The budget is determined based on the costs associated with these tasks.
• Competitive Parity- Establishing the promotion budget by matching or mirroring the spending levels of competitors in the industry. The aim is to stay competitive in the market.
• Affordable - Setting the promotion budget based on what the company can afford to spend. This approach considers the financial limitations of the business.
• Designing the Promotion (3)

  1. Message Strategy
  2. Creative Strategy
  3. Communication Channel
• Message Strategy - Deciding on the main idea or content of the promotional message to effectively communicate with the target audience.
• Creative Strategy - Planning the artistic and imaginative elements, such as visuals and wording, to make the promotional message engaging and memorable.
• Communication Channel - choosing the specific medium or platform (e.g., social media, TV, email) through which the promotional message will be delivered to reach the intended audience.
• Scheduling the Promotion (3)

  1. Continuous
  2. Flighting
  3. Pulsing
• Continuous - Running promotional activities consistently without breaks, maintaining a steady presence in the market over time.
• Flighting - Alternating between periods of intense promotion and periods of inactivity, creating a pulsating or "on-off" promotional schedule.
• Pulsing - Maintaining a baseline level of continuous promotion while periodically increasing intensity during specific strategic times or events.