1. Kensri Degree College
Mariyannapalya, Thanisandra, Bengaluru
Subject : Principles of Marketing
Guided by
Kavya ma’am
Assistant professor
Presented BY
Shravani M.R
1st
sem B.com
2. Place and promotion
According to Philip
kotler promotion includes all
the activities the company
under takes to communicate
and promote its products to
the target market.
Meaning of promotion
3. Significance of promotion
• promotion is a key marketing
component that helps businesses
communicate with their target audience
and drive sales.
• creative awareness
• influence consumer behavior
• shape brand image
• survive off-season
4. Meaning of advertising
it is always a big part of the promotional mix
because of the far and wide rich of advertising
and the message that you can send to your
existing and potential customers.
• good advertising can build a solid brand for the
company
• include but not limited
• performed by retailers (profit or non-profit)
5. Objectives of advertising
1. Awareness and visibility
2. Brand building and positioning
3. Lead generation and sales
4. Customer engagement and retention
• 5. Image and reputation enhancement
6. Characteristics of an effective advertising
1. Paid form of communication
2. Non-personal (mass communication)
3. Targeted audience
4. Promotional message
5. Various media channels (print, digital, broadcast, outdoor)
8. Print Advertising
• Print Advertising refers to the use of
printed materials to promote products,
services, or ideas through various media
channels,
1. Newspapers
2. Magazines
3. Billboards
4. Flyers
5. Brochures
9. Digital Advertising
• Digital Advertising refers to the promotion of products, services, or
ideas through online channels, leveraging digital technologies to
reach target audiences. This includes.
10. Broadcast Advertising
• Broadcast Advertising refers to the
promotion of products, services, or ideas
through electronic media, specifically:
• 1. Television (TV) Advertising
• 2. Radio Advertising
• 3. Online Video Advertising (e.g., YouTube, Hulu)
• 4. Podcast Advertising
• 5. Cinema Advertising (movie theaters)
11. Outdoor Advertising
• Outdoor Advertising (OOH) refers to
advertising that reaches consumers
outside their homes, in public
spaces.
• 1. Billboards (highway, urban)
• 2. Transit Shelters (bus, train, airport)
• 3. Mall Displays
12. Experiential Advertising
• Experiential Advertising (XA)
involves creating immersive,
memorable experiences that
connect consumers with brands,
products, or services.
• Sponsorships and Partnerships (sports,
• Social Media-Integrated Experiences music, arts)
