Professional Documents
Culture Documents
Learning Outcomes
By the end of this topic, students will be able to :
Understand the functions of promotion
Explain the role of promotion within marketing mix
Promote a corporate identity
Position a product in the market
Motivational Activity
Defining Marketing
a management process responsible for identifying and
Marketing
The process of planning and executing the conception, pricing,
Relationship Marketing
Involves creating, maintaining, and enhancing long-term
Marketing Mix
What is Promotion?
The coordination of all seller- initiated efforts to set up
ADVERTISING
DIRECT
MARKETING
SALES PROMOTION
PUBLICITY/PUBLIC
RELATIONS
PERSONAL SELLING
INTERACTIVE
INTERNET
MARKETING
PROMOTIONAL MIX
The basic tools used to accomplish an organizations
communication objectives.
AIMS OF PROMOTION
PROMOTION OF CORPORATE IDENTITY
ROLE WITHIN MARKETING MIX
POSITIONING
Brand Identity
a combination of many
Brand Equity
SUCCESS CRITERIA
INCREASED SALES
CUSTOMER RECALL
PRESS COVERAGE
CUSTOMER LOYALTY
REGULATION
SALE OF GOODS ACT
TRADE DESCRIPTIONS ACT
OFCOMV- ROLE AND FUNCTION
ADVERTISING STANDARDS AUTHORITY ROLE AND FUNCTION