MM221: MARKETING MANAGEMENT

Written Report
PROMOTION

Group Number 4
Regine S. Alfante
Maria Flor Asilo
Ivy Marfil
Jerosel Rivera
Jhezamil Ortega
Vistal Webster

Submitted to
Ms. Genierose R. Pines, MBA
MM221 Instructor
 PROMOTION
The 4 Ps of marketing are product, price, place and promotion. All four of these elements
combine to make a successful marketing strategy. Promotion, one of the basic elements
of the marketing mix, is aimed to communicate the company's message across to the
consumer.

DEFINITION OF PROMOTION
In marketing, promotion refers to any type of marketing communication used to inform
or persuade target audiences about its product. Information can be both verbal and
visual. The aim of promotion is to increase awareness, create interest, generate sales or
create brand loyalty.
Explanation: It is used as a strategy to communicate between the sellers and
buyers. Through this, the seller tries to influence and convince the buyers to buy
their products or services. It assists in spreading the word about the product or
services or company to the people. The company uses this process to improve its
public image. This technique of marketing creates an interest in the mindset of
the customers and can also retain them as a loyal customer.

FIVE MAJOR PROMOTION MIX

For effective promotion of any product or service there are a number of marketing
promotional tools that can be utilized in a promotion program. These should be applied
carefully according to the given circumstances, because every promotional tool is
suitable to certain circumstances. Following are the important types of marketing
promotional tools that must be in your mind.
1. Advertising
Advertising is any paid form of non-personal presentation and promotion of ideas, goods
or services whether be it in a verbal or non-verbal way. It deliver promotional messages
to encourage people to buy their products or services.
 Inform: Ads inform consumers about a business’s products and services and how
to purchase or access them;
 Persuade: Ads persuade potential customers to choose your business over
others’ by highlighting features, appealing to emotions, and creating brand
narratives;
 Remind: Stay top-of-mind by constantly reminding consumers about products
and services they are already aware of.
Common forms of advertisements:
 television
 newspapers
 direct mail
 radio
 magazines or online.
Example: The “Share a Coke” campaign by Coca-Cola
This viral campaign replaced the
traditional Coca-Cola logo with common
names, inviting people to “Share a Coke”
with the named person. This campaign
leveraged both digital and traditional
advertising mediums and illustrate s the
power of personalization even in
advertising.

Explanation: Advertising: This involves paid communication through various

media channels to reach and influence a target audience. It's about promoting
products, services, or brands through TV, radio, print, digital platforms, etc. It
aims to create awareness and persuade customers to take action.

2. Personal Selling
It refers to the direct contact and interaction between a company’s on-field or online
sales representatives and the prospects.
  Direct Interaction: Unlike advertising campaigns, which are a one-to-many
marketing method, personal selling is a one-to-one approach that provides the
benefit of both personalized attention and immediate feedback;
 Relationship Building: The goal of personal selling is not only to make a sale
but to build trust with the target customer, too. This can lead to future sales,
repeat purchases as well as word-of-mouth referrals;
 Sales Techniques and Training: You need a skilled salesperson who’s been
highly trained in both sales techniques as well as your business’s product lines;
Common forms of Personal Selling:
 Sales Presentation
 Trade Shows
 Incentive Programs

Explanation: This involves one-on-one communication between a salesperson

and a potential customer. It's more personal and interactive, allowing for tailored
presentations, addressing specific needs, and building relationships. Personal
selling is common in industries where products require explanation or
customization.

3. Sales Promotion
Sales promotions are more of a tactical approach that may involve providing short-term
incentives in the form of free samples, discounts, BOGO (buy one get one) offers, sales
contests, and more stimulate quick and increased product purchases.
 Discounts: Dollar discounts and instant price reductions make customers feel
they’re getting a ‘deal’, which can nudge immediate buying actions;
 Samples: Free samples can allow prospects to try products risk-free, which can
drive future purchases;
 Contests and sweepstakes: Use these to create excitement surrounding your
product launch or brand.
Example of Sales Promotion
Look at Pizza Hut USA’s sales promotion
This promotion aims to boost online sales by
offering 50% OFF the entire menu for all orders
placed before a particular date.
 Explanation: These are short-term incentives designed to stimulate immediate
purchase or action. Examples include discounts, coupons, contests, or giveaways.
Sales promotions aim to encourage customers to buy or engage with a product or
service promptly.

4. Public Relations
This type of promotion communicates a company’s
services and image to the public. PR involves
managing the public image and reputation of a
company or brand. It includes activities like press
releases, media relations, sponsorships, events, and
community engagement.
Explanation: PR focuses on building and maintaining a positive public image for
a company or brand. It involves managing communication with the media,
customers, employees, and other stakeholders. PR activities include press
releases, events, sponsorships, and managing crises to maintain a favorable
reputation.

5. Direct Marketing
Direct marketing is a type of advertising directed to a targeted group of prospects and
customers rather than to a mass audience.
Example:
Direct marketing is an essential aspect of
Netflix's marketing strategy. The company uses
email marketing to establish a direct link with
its subscribers. Users get personalized emails
that match their preferences. With the help of
data analytics, Netflix delivers targeted
messages.
Explanation: This involves direct communication with targeted individuals to
promote products or services. It includes methods like email marketing,
telemarketing, direct mail, and online advertising. The goal is to establish a direct
connection with potential customers to encourage immediate response or action.
Summarization

THE NATURE OF INTEGRATED MARKETING COMMUNICATION

What is Integrated Marketing Coomunication?

Integrated marketing communications (IMC) is the process of unifying a brand’s
messaging to make it consistent across all media that the brand uses to reach its target
audience. It’s a strategic approach that guides communication and tactics used across all
marketing channels.

The concept of IMC involves two fundamental aspects

1. Consistency of position , message and tone across different media or channel (Social
Media, Email Marketing, Sale promotion, etc.)

Explanation: It means it involves maintaining a consistent brand position,

message, and tone across various media channels or platforms. Whether it's on
social media (media channels), through email marketing (platforms), facebook
(platforms), Instagram (platforms), sales promotion (Promotional Mix), or other
communication channels, the brand's identity and messaging should remain
consistent

2. Simultaneous achievement of several marketing goals- awareness, increase sales,

brand building, etc.
 Explanation: It means IMC aims to achieve multiple marketing goals so these
goals are building brand awareness, increasing sales, establishing a positive
brand image, and more.

Key characteristics

1. Customers feel that all their brand experiences come from one identity.
Explanation - so this is the unified brand identify where customers perceive all
interactions with the brand as coming from a single, cohesive identity.
2. Through consistent image of the brand through synergized communication
Explanation -The brand maintains a consistent image by ensuring that its
messaging is consistent across various communication channels. The different
ways the brand communicates (e.g., ads, social media, emails) work together
smoothly.

3. Cross functional process for creating and maintaining profitable relationship with
all stakeholders

4. The companies and agencies work together in partnership

[Link] and international marketing management collaborate effectively

Benefits of IMC

*Creative Consistency

- by repeating headlines, key phrases, images in each communication , you ensure that
prospects and costumers received consistent message in every campaign.

*Cost Savings

-by using same images and adapting the same ad for different media, you reduce copy-
writing design and photography costs

*Customers preference

-integration helps you provide customers with information in the format they prefer. It
ensures that customers received the same information in all communication - email, text
message, or telephone

Reasons For the growing importance of IMC

The IMC approach to marketing communications planning and strategy is being adopted
by both large and small companies and has become popular among firms marketing
Consumer products and services as well as to business -to-business marketers.
 The reason why marketers are adapting the IMC approach because they
understand the value of strategically integrating the various communications
functions rather than having them operate autonomously. By coordinating their
marketing communications efforts, companies can avoid duplication, take
advantage of synergy among promotional tools, and develop more efficient and
effective marketing communications programs
It is one of the easiest ways for a company to maximize the return of it's
investment in marketing and promotion
The move to integrated marketing communications also reflects an adaptation by
marketers to s changing environment particularly with respect to consumer,
technology and media
Major changes have also occured among consumers with respect to
demographics, lifestyle media use and buying shopping patterns.

For example- Cable TV and more recently digital satellite system have vastly expanded
the number of channels available to households. Some of these channels offer 24-hour
shopping network. So every day more and more consumers are surfing the internet
world wide Web. And marketers are responding by developing home pages on which
they can advertise their products and services interactively and as well as transact
sales.

STEPS IN DEVELOPING EFFECTIVE MARKETING COMMUNICATION

Step 1: Set Clear Objectives

Identify the goals you want to achieve through your marketing communication efforts.
These objectives include increasing brand awareness, driving sales, improving customer
engagement, or launching a new product. Clear goals provide direction and help
measure the success of your effective marketing communication.

Explanation - A key step in developing effective marketing communication is

setting clear objectives. An objective is a goal or target that the communication
plan is attempting to achieve. It is important to have a well defined objective
before creating effective marketing communication as it provides the direction
and focus.

For example, if a company is launching a new product, their communication objective

could be to create awareness of the product among a specific target audience.

Step 2: Identify Your Target Audience

Understand your target audience’s demographics, preferences, behaviors, and needs.

This information will guide your communication message and channel selection. Segment
your audience to create personalized communication that resonates with each group.

Explanation: Finding the right audience for your company means determining
what type of people are likely to be interested in whatever you offer or sell.

Often, when defining a target audience, companies conduct research into demographics
like gender, age, profession, location, or income level. However, it’s also worth going
beyond demographic data, to look at consumer behavior, pain points, goals, and
ambitions. The more you know about your target audience, the more you can ensure
your message connects with them on an emotional level.

Step 3: Define Your Key Messages

Craft key messages that align with your brand identity and resonate with your target
audience. These messages should convey your unique value proposition, address
customer pain points, and differentiate your business from competitors. Ensure
consistency across all communication channels.

Explanation - These messages are typically used as the way to articulate a

brand's most important pieces of information, such as their mission statement,
values, or benefits. Developing effective marketing communication starts with
defining these key messages.
An example of a key message would be the mission statement for an apparel company.
This company wants to show customers that their mission is to offer fashion-forward and
affordable clothing to customers worldwide. The key message would be something that
succinctly communicates their mission to customers, like “Fashion for everyone,
anywhere.”

Step 4: Choosing Media

There are two broad types of communication channels: personal and non-personal.

Personal communication channels - two or more people communicate directly with

each other. Word-of-mouth influence and Buzz marketing

Non-personal communication channels - Media that carry messages without

personal contact or feedback, including major media, atmospheres, and events.

Explanation - A personal communication channel might communicate face-to-

face, over the telephone, through the mail, or even through an internet chat.
However, examples of non-personal communication channels include print media,
including newspapers, magazines, direct mail, and billboards. The second type is
broadcast; broadcast media includes radio and television.

Step 5 : Develop a Content Plan

Create a content plan that aligns with your marketing communication. Determine the
types of content, topics, and formats that will effectively communicate your key
messages. Plan content distribution across various channels and optimize it for each
platform.

Explanation - Content planning is a process of creating and organizing content

that will be used to reach a target audience and achieve a specific marketing
goal. It involves researching the target audience, understanding their needs and
interests, and creating content that meets those needs.

Step 6 : Collecting Feedback

After sending the message, the communicator must research its effect on the target
audience. The communicator would also like to measure the behavior resulting from the
message, such as how many people bought a product, talked to others about it, or
visited the store.

Explanation - Feedback on marketing communications may suggest changes in

the promotion program or in the product offer itself.
References:
Pecánek, M. (2022, April 25). What is IMC? Integrated Marketing
Communications explained. SEO Blog by Ahrefs.
[Link]
%20communications%20(IMC)%20is,used%20across%20all%20marketing
%20channels.

Promotional mix. (n.d.). StudySmarter UK.

[Link]
communications/promotionmix/#:~:text=The%20promotion%20mix%20is%20a,
%2C%20public%20relations%2C%20and%20branding.

Albrecht, M. G. (2023, January 25). 13.1 The Promotion Mix and Its
Elements - Principles of Marketing | OpenStax.
[Link]
and-its-elements