Lecture 1: The Role of

Promotion in Achieving Business

Objectives -Aims of Promotion
Applying Promotional
Techniques

Scope and Coverage

This topic will cover:
Functions of promotion: persuade, remind, inform, sell,
respond to competition, increase market share
Promotion of corporate identity
Role within marketing mix
Positioning

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

satisfying customer needs profitably

The Chartered Institute of Marketing (2010)

Marketing
The process of planning and executing the conception, pricing,

promotion, and distribution of ideas, goods, and services to

create exchange that satisfy individual and organizational
objectives,
American Marketing Association (AMA)

Relationship Marketing
Involves creating, maintaining, and enhancing long-term

relationships with individual customers as well as other

stakeholders for mutual benefit.

Marketing Mix

INTEGRATED MARKETING COMMUNICATIONS

(IMC)
a concept of marketing communications planning that

recognizes the added value of a comprehensive plan that

evaluates the strategic roles of a variety of communication
disciplines for example, general advertising, direct response,
sales promotion, and public relationsand combines these
disciplines to provide clarity, consistency, and maximum
communications impact.

- American Association of Advertising Agencies

What is Promotion?
The coordination of all seller- initiated efforts to set up

channels of information and persuasion in order to sell goods

and services or promote an idea.

ELEMENTS OF PROMOTIONAL MIX

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

ROLE OF IMC IN BRANDING

Builds and maintains brand identity and equity.

Brand Identity
a combination of many

factors, including the name,

logo, symbols, design,
packaging, and performance
of a product or service as
well as the image or type of
associations that comes to
mind when consumers think
about a brand.

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