MKTG1101: Marketing Mix: Promotion
● Integrated marketing communications (IMC):
● Integrated Marketing Communications (IMC) is a strategic approach used by organisations to
unify their multiple communication channels, ensuring that all messaging is consistent, clear, and
persuasive. This involves integrating various promotional tool choices to communicate effectively
with target audiences.
● Definition and objectives:
● The goal of IMC is to integrate messages and communications across various promotional tools,
allowing marketers to effectively engage their audiences. Marketers employ a wide range of
promotional tools, known as the promotion mix, to creatively communicate customer value and
foster long-term relationships with customers.
● The promotion mix:
● The promotion mix consists of various tools that marketers use to engage their target audiences:
● Advertising = A paid form of non-personal presentation to promote ideas, goods, or
services. This method typically offers geographic reach and low cost per exposure.
● Sales Promotion = Short-term incentives designed to encourage the purchase of products
or services, like coupons or contests.
● Personal Selling = Direct interactions by salespeople, aimed at engaging customers and
building relationships.
● Public Relations = Activities aimed at building favourable relationships with various
publics through favourable publicity.
● Direct and Digital Marketing = Direct engagements with specific consumers through
channels such as email and social media.
Evaluation of promotional tools:
● Pros and cons of promotional tools:
● Each element in the promotion mix has its advantages and disadvantages, which are crucial for
marketers to consider:
● Advertising:
● Pros: Geographic reach, low cost per exposure, potential for quick sales.
● Cons: Impersonal nature and one-way communication.
● Sales promotion:
● Pros: Variety of tools available, incentives to retailers, creates excitement.
● Cons: Short-term focus may undermine long-term brand loyalty.
● Public relations:
● Pros: Low cost, high credibility.
● Cons: Lack of control over message delivery and measurement challenges.
● Personal selling:
● Pros: Flexible communication tailored to customer needs, immediate feedback.
● Cons: High cost per contact and potential inconsistency in messaging.
● Direct and digital marketing:
● Pros: Personalisation, immediacy, and interactivity.
● Cons: Potential negative perceptions from consumers.
● Promotional strategies:
● Marketers can choose between two basic promotion mix strategies:
● Push Strategy = Involves using the sales force and trade promotions to push products
through marketing channels to consumers. Producers promote to channel members.
● Pull Strategy = Focuses on directing marketing activities primarily towards consumers
to stimulate demand.
Advertising decisions:
● Integrated marketing communications (IMC):
● Integrated Marketing Communications (IMC) is a strategic approach used by organisations to
unify their multiple communication channels, ensuring that all messaging is consistent, clear, and
persuasive. This involves integrating various promotional tool choices to communicate effectively
with target audiences.
● Definition and objectives:
● The goal of IMC is to integrate messages and communications across various promotional tools,
allowing marketers to effectively engage their audiences. Marketers employ a wide range of
promotional tools, known as the promotion mix, to creatively communicate customer value and
foster long-term relationships with customers.
● The promotion mix:
● The promotion mix consists of various tools that marketers use to engage their target audiences:
● Advertising = A paid form of non-personal presentation to promote ideas, goods, or
services. This method typically offers geographic reach and low cost per exposure.
● Sales Promotion = Short-term incentives designed to encourage the purchase of products
or services, like coupons or contests.
● Personal Selling = Direct interactions by salespeople, aimed at engaging customers and
building relationships.
● Public Relations = Activities aimed at building favourable relationships with various
publics through favourable publicity.
● Direct and Digital Marketing = Direct engagements with specific consumers through
channels such as email and social media.
Evaluation of promotional tools:
● Pros and cons of promotional tools:
● Each element in the promotion mix has its advantages and disadvantages, which are crucial for
marketers to consider:
● Advertising:
● Pros: Geographic reach, low cost per exposure, potential for quick sales.
● Cons: Impersonal nature and one-way communication.
● Sales promotion:
● Pros: Variety of tools available, incentives to retailers, creates excitement.
● Cons: Short-term focus may undermine long-term brand loyalty.
● Public relations:
● Pros: Low cost, high credibility.
● Cons: Lack of control over message delivery and measurement challenges.
● Personal selling:
● Pros: Flexible communication tailored to customer needs, immediate feedback.
● Cons: High cost per contact and potential inconsistency in messaging.
● Direct and digital marketing:
● Pros: Personalisation, immediacy, and interactivity.
● Cons: Potential negative perceptions from consumers.
● Promotional strategies:
● Marketers can choose between two basic promotion mix strategies:
● Push Strategy = Involves using the sales force and trade promotions to push products
through marketing channels to consumers. Producers promote to channel members.
● Pull Strategy = Focuses on directing marketing activities primarily towards consumers
to stimulate demand.
Advertising decisions:
