Session 6

Promotion Mix•Advertising•Sales Promotion•Public Relation•Personal selling•Direct Marketing

Main Objectives

•Pull Strategy

AwarenessSales

•Push Strategy

Setting Objectives

•Informative

Communication

Sales Objectives

•Persuasive

•Reminder

Setting Budget

Msg Decision

Media Decision

Affordable Method

Percentage of sales Method

Competitive-Parity Method

Channel Time

EvaluationCommunication EffectSales Effect

Objectives

Tools :

Short term Excitement – Long Customer RelationPush Sales

Consumer Promotion

Trade Promotion

Samples, coupons, Cash refunds, Premiums, and Price Packs

Discount, Bonus

Objectives

Tools :

Strong Impact with Much Lower Cost

NewsEvents