TOPIC 8 PROMOTION 2021

Topic 8

Integrated Marketing Communications
(Promotion)

Define IMC

Objectives of Marketing
Communication Mix

5 Elements of
Promotion Mix

8.1

8.2 OBJECTIVES of MARKETING COMMUNICATIONS MIX

To Inform

 Telling the market about a new product  Describing available services
 Suggesting new uses for a product  Correcting false impressions
 Informing the market of a price charge  Reducing buyers’ fears
 Explaining how the product works  Building a company image

To Persuade

 Building brand preference  Persuading customers to purchase now
 Encouraging switching to your brand  Persuading customers to receive a sales
 Changing customer perceptions of product
call
attributes

To Remind

 Reminding customers that the product may be  Keeping the product in customers’ minds

needed in the near future during off-seasons

 Reminding customers where to buy the product  Maintaining top-of-mind product

awareness

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8.3 5 ELEMENTS OF PROMOTION MIX

Promotion
Mix

5 ELEMENTS OF PROMOTION MIX

1. ADVERTISING

any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.

TYPES OF ADVERTISING

Print media
mass communication in the form of printed publications, such as
newspapers and magazines.

TYPES OF ADVERTISING

Electronic media
The media which uses electronic energy to transmit information to the
end user.
It appears as TV, radio, internet, computer, cinema etc

Outdoor media
is advertising that reaches consumers when they are outside their homes such as
billboard, posters, digital outdoor advertising, ad printed on the sides cars, trucks,
buses, LRT, bus stop, banners, wall printing etc

2. SALES PROMOTION

Short term incentives to encourage
the purchase or sale of a product or
service

Sales promotion offers reason to
buy NOW

Sales Promotion Tools

Samples Coupons

Cash refunds (rebate) Price packs
Premiums Advertising specialties

Patronage rewards Point-of-purchase (POP)
Contests, sweepstakes and games displays

(1) SAMPLES Sales Promotion Tools

• Samples are offer of a trial amount of a product.
• Sampling is the most effective-but most expensive way to introduce a new product.
• Sometimes, samples are combined into sample packs which can used to promote

other products and services.
• Some samples are free and some company charges a small amount to offset its cost.
• The sample might be delivered door-to-door, sent by mail, handed out in store,

attached to another product or featured in an ad.

(2) COUPONS Sales Promotion Tools

• Coupons are certificates that give buyers a saving when

they purchase specified products.
• Coupons can stimulate sales of mature brand or promote

early trial of a new brand.
• Distributed through the mail, on freestanding inserts or ads

in newspapers and magazines, handed out in store

(3) CASH REFUNDS (REBATE)

• are like coupons except that the price reduction occurs
after the purchase rather than at the retail outlet.

• The cash refund offer is an offer to refund part of the
purchase price of a product to consumers who send a
“proof of purchase” to the manufacturer.

• Competitors were not able to match this offer on such
short notice, and promotion was very successful.

Sales Promotion Tools

(4) PRICE PACKS
• also called cents-off-deals
• offer consumers savings off the regular price of a product.
• The reduced prices are marked by the producer directly on the label or package.
• Price packs can be :

a) single packages sold at a reduced price - such as two for the price one, OR

b) two related products banded together - such as a toothbrush and toothpaste

(5) PREMIUMS Sales Promotion Tools

• Premiums are goods offered either free or at low
costs as an incentive to buy a product

• Such as kids’ products, phone cards, compact
disks, and computer CD-ROMs.

• A premium may come :
a) inside the package (in-pack)
b) outside the package (on-pack)
c) through the mail

(6) ADVERTISING SPECIALTIES
• Advertising specialties are useful articles

imprinted with an advertiser’s name given as a
gifts to consumers.
• Typical items include pens, calendars, key rings,
matches, shopping bags, T-Shirt, caps, nail files
and coffee mugs.
• Such items can be very effective.

Sales Promotion Tools

(7) PATRONAGE REWARDS
Patronage rewards are cash or other rewards offered for the regular use of a certain
company’s products or service.
Eg :
a) Baskin Robbins offers frequent-purchase awards-for every 10 purchases, customers

receive a free quart of ice cream.
b) Mesra Card ( Petronas)
c) AEON Card
d) Bonus Link Card

Sales Promotion Tools

(8) POINT-OF-PURCHASE (POP) DISPLAYS
Point-of-purchase (POP) promotions include displays and demonstrations that take
place at the point of purchase or sale.

(9) CONTESTS, SWEEPSTAKSESalAeNsDPGrAoMmEoStion Tools

• Contests, sweepstakes and games give consumers the chance to win something such
as cash, trips or goods

A CONTEST calls consumers to submit
an entry a jingle, guess, suggestion to
be judged by a panel that will select
the best entries.

A SWEEPSTAKES calls for consumers
to submit their names for a drawing.

A GAME presents consumers with
something - bingo numbers, missing
letters - every time they buy, which
may or may not help them win a
prize.

3. PUBLIC RELATIONS

Building good relations with the
company’s various publics by
obtaining favorable publicity,
building up a good corporate
image, and handling or heading off
unfavorable rumors, stories and
events.

PUBLIC RELATIONS TOOLS

WRITTEN MATERIALS NEWS SPEECHES

CORPORATE IDENTITY SPECIAL EVENTS AUDIOVISUAL
MATERIALS MATERIALS

PUBLIC SERVICE
ACTIVITIE

PUBLIC RELATIONS TOOLS

• NEWS
• PR person find @ create favorable news about the company and its
product.
• Sometimes news stories occur naturally, and sometimes the PR person
can suggest events or activities that would create news

• SPEECHES
• company executives must field questions from media or gives talks at
trade associations or sales meeting
• Can build or hurt the company image.

• SPECIAL EVENTS
• Some businesses decide to use a special event as a public relations
• Eg : press conferences, grand opening, launching new product, fireworks
displays, hot air balloon release, multimedia presentation, educational
programs

www.themegallery.com • WRITTEN MATERIALS
include annual reports, brochures, articles, company newsletters,
magazines

• AUDIOVISUAL MATERIALS
films, slide-and-sound programs, video about company or
company’s product

• CORPORATE IDENTITY MATERIALS
stationery, business card, building, trucks, uniforms, company
cars become marketing tools when they are attractive, distinctive
and memorable

• PUBLIC SERVICE ACTIVITIES
scholarship, donate

Company Logo

4. PERSONAL SELLING

• PERSONAL SELLING build and maintain
long-term customer relationships by
listening to their customers, assessing
customer needs, and organizing the
company’s efforts to solve customer
problems

• Salesperson is an individual acting for a
company by performing one or more of
the following activities: prospecting,
communicating, servicing, and
information gathering.

www.themegallery.com Company Logo

6 Steps in the Selling Process

Pre-approach Before calling on a prospect, the salesperson should learn as much as possible about
organization (what it needs, who is involved in the buying) and its buyers (their
characteristics and buying styles).

Approach During this step, the salesperson should know how to meet and greet the buyer and get
the relationship off a good start.

Presentation During this step of the selling process, the salesperson tells the “value story” to the buyer,
showing how the company’s offer solves the customer’s problems.

Handling Objections In this step, the salesperson should use a positive approach, seek out hidden objections,
ask the buyer to clarify any objections, take objections as opportunities to provide more
information, and turn the objections into reasons for buying.

Closing Salespeople can ask for the order, review points of agreement, offer to help write up the
order, ask whether the buyer wants this model or that one, or note that the buyer will
lose out if the order is not placed now.

Follow-Up The last step in the selling process is necessary if the salesperson wants to ensure
customer satisfaction and repeat business.
The salesperson then should schedule a follow-up call after the buyer receives the initial
order to make sure proper installation, instruction, and servicing occur.

5. DIRECT MARKETING

• Direct connections with the carefully
targeted individual consumers to obtain
an immediate response and cultivate
lasting customer relationships

• The use of direct mail, the telephone,
direct-response television, e mail and
other tools to communicate directly
with specific consumers

DIRECT MARKETING TOOLS

a) Direct-Mail Marketing
• Largest direct marketing medium
• Material such as letters, catalogues, ads,

brochures, samples, CDs, DVDs and other
distributed via the postal service to a
recipient’s home or business to promote a
product/service.

b) Catalog Marketing
• Direct marketing through print, video or

digital catalogues that are mailed to select
customers or presented online.

c) Telephone marketing (Telemarketing)
• Using the telephone to sell directly to

consumers
• Marketers hire telemarketers to sell

directly to consumers
• Toll-free numbers are used to receive

orders from television and print ads,
direct mail or catalogs

d) Direct-Response Television Marketing
• Direct marketing via television
• Ads  describe a product and give

customers a toll-free number for order