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'UNIT 4 — PROMOTION This unit focuses on: Meaning/importance of promotion Promotion mix Advertising Word-of-mouth Sales promotion Direct & online marketing Personal selling Publ…
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'UNIT 4 — PROMOTION This unit focuses on: Meaning/importance of promotion Promotion mix Advertising Word-of-mouth Sales promotion Direct & online marketing Personal selling Public relations Sponsorship Advertising media Communication process 1. Meaning/Purpose of Promotion ⭐⭐⭐ Promotion communicates with the target market. The PDF highlights three key functions: I → P → R Inform → Persuade → Remind Inform Tell customers: Product availability Price Place Product/service details Persuade Convince customers to choose a particular brand. Remind Keep the brand in consumers' minds and encourage loyalty. Promotion also: Creates relationships Adds value Supports sales representatives Assists other marketing efforts 2. Promotion Mix ⭐⭐⭐⭐⭐ The PDF presents five major elements: A → S → D → P → P Advertising & Word-of-Mouth Communication Sales Promotion Direct Marketing & Online Marketing Personal Selling Public Relations & Sponsorship 3. ATL & BTL ⭐⭐⭐ Above-the-Line — ATL Uses: Broadcast media Print media Targets a mass audience. Below-the-Line — BTL Targets a specific/selective audience. Examples from the PDF include: Store activities Fairs Wall paintings Mela participation Out-of-home advertising 4. Integrated Marketing Communication — IMC ⭐⭐⭐⭐ Combining all elements of the promotion mix is known as Integrated Marketing Communication. Purpose: Balance different promotional tools Choose the most suitable tool for an objective Coordinate communication activities Example: Short-term sales → Sales promotion New product launch → Publicity Industrial company → Direct marketing 5. Advertising ⭐⭐⭐⭐⭐ Definition Advertising is: Paid, non-personal presentation and promotion of ideas, goods or services by an identified sponsor. Four key elements P → NP → IS → IGS Payment Non-personal Identifiable source Ideas, goods and services 6. Word-of-Mouth Communication ⭐⭐⭐ Communication between existing and potential customers. Important: Customers share experiences Opinion leaders/influencers can influence consumers Reviews and recommendations can influence purchase decisions 7. Sales Promotion ⭐⭐⭐⭐⭐ Definition Sales promotion provides an extra benefit/value for a limited period by offering an incentive to purchase. Purpose To encourage immediate purchase. Key characteristics Short-term Incentive based Immediate response Extra benefit/value It differs from: Advertising Personal selling Public relations Important types/tools Price promotions Prize promotions Premium promotions Coupons Sampling Refund offers On-pack offers The PDF's assessment specifically tests consumer promotion, trade promotion, coupons, sampling and premiums, so these are worth learning. 8. Direct Marketing ⭐⭐⭐⭐ Direct marketing creates a direct relationship between marketer and individual customer/prospect. Uses: Direct mail Telephone Internet Customer databases Purpose: Target specific customers Build lasting relationships Generate measurable/immediate response 9. Online Marketing / E-Commerce ⭐⭐⭐ E-commerce Online business activities involving exchange of products/services. Online Marketing Use of electronic communication and digital information processing in business transactions to create value and relationships. 10. Personal Selling ⭐⭐⭐⭐⭐ Personal selling is: Paid, two-way communication used to persuade customers through information to purchase products. Main features Personal Two-way Paid Direct communication Persuasive Allows individualised message Example: Telemarketing VERY IMPORTANT MCQ For a small audience → Personal Selling is particularly suitable. 11. Public Relations — PR ⭐⭐⭐⭐ PR aims to create: Mutual understanding + favourable public image It deals with communication between the organisation and its various publics/stakeholders. Methods include: Advertising Annual reports Brochures Event sponsorship Social projects Environmental initiatives 12. Sponsorship ⭐⭐⭐ Sponsorship means supporting an: Event Activity Person Organisation through: Financial support Products Services to achieve specified business/commercial objectives. 13. Advertising Media ⭐⭐⭐⭐ The PDF covers: 1. Print Media Includes: Newspapers Consumer magazines Trade journals Technical journals Professional journals Directories Yearbooks Newspaper — Advantages In-depth coverage Mobility Results can be assessed Improved printing Low cost per capita viewing Flexible insertion Newspaper — Limitations Short shelf life Poor print/limited creativity Can be expensive No audio/video Requires literacy Advertising clutter Magazine Advantages: Selective market reach High reader involvement Longer shelf life Limitations: Long lead time Less flexibility Higher space/layout costs Radio Advantages: Selective Economical Fast Limitations: Clutter No visuals Limited listener attention Television The PDF also discusses TV advertising as an important advertising medium.' make all the content in '' into a ppt Follow Design: {"palette":["Deep Ultramarine #1E3A8A — primary headers and authoritative anchors","Radiant Coral #FF5940 — high-priority exam callouts and active focal points","Soft Canvas White #F8F9FA — main clean presentation background","Slate Charcoal #1E293B — body typography and dense instructional notes","Pale Periwinkle #EEF2FF — card containers and structured section backdrops","Emerald Accent #059669 — advantages and positive communication signals"],"fonts":{"Outfit":"https://fonts.googleapis.com/css2?family=Outfit:wght@100..900&display=swap","Inter":"https://fonts.googleapis.com/css2?family=Inter:ital,wght@0,100..900;1,100..900&display=swap"},"type":"Outfit in Bold and SemiBold for punchy marketing titles, formula sequences, and star-tier section headings; Inter Regular and Medium (1.5 line height) for multi-point definitions, key characteristics, and structured bullet items.","layout":"3-column responsive bento grid with asymmetric container scaling based on topic importance; persistent unit breadcrumbs in the top margin, and side-by-side split columns for direct comparisons like ATL versus BTL.","framework_treatment":"Pill badges for priority ratings, soft-radius card containers with fine hairline borders, high-contrast callout strips for core mnemonic formulas (such as I-P-R), and clean two-tone split tables for media channel advantages versus limitations.","feels_like":"A contemporary McKinsey marketing strategy deck tailored into a high-impact executive study masterclass"}
Presentation overview
This community presentation was shared by Diya Binoj as a complete 13-slide example. 'UNIT 4 — PROMOTION This unit focuses on: Meaning/importance of promotion Promotion mix Advertising Word-of-mouth Sales promotion Direct & online marketing Personal selling Publ… The preview lets you review the full sequence in order, rather than judging the design from a single cover image.
Use it as a reference for planning your own deck: notice how the amount of information changes from slide to slide, where visual emphasis appears, and how repeated design choices help the presentation feel connected. Community examples are inspiration, not locked templates, so you can keep the ideas that fit your audience and replace anything that does not.
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Compare spacing, typography, color, and repeated components across the slides. Consistent rules help varied content feel like one presentation instead of unrelated screens.
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