Promotion Decisions - The IMC Approach, ATL ,BTL.

PROMOTIONS DECISION – THE IMC APPROACH, ATL,BTL  :

            Promotions are a set of processes which are being carried out by the firm in order to reach the consumers and provide awareness about the brand value and the product value.

            Promotion activities are mainly being carried out by advertising, sales promotion, personal selling, public relations.

                                         THE IMC APPROACH

                                             

Advertising :

            Advertising is the most effect form of promoting the product to the potential customers. Advertising is any paid form of representation of the product or a brand in any specific medium such that the idea or the value about the brand or a product reaches its target customers.

            Lays since the beginning of its launch in the year 1995 has come up various advertsing campaigns in different mediums like TV, Radio, Social Media platforms, Newspaper print ads etc. Starting from campaigns like  “whats the program” “No one can eat just one” are the famous advertisng commercials which made the people aware of its brand .

Sales Promotion:

            Sales promotions includes the marketing activities that stimulate the consumer purchasing and dealer effectiveness, such as promoting the product in a specific shows,and expectations , demonstration and various non-recurrent selling efforts which are not in the ordinary routine.

            Sales promotion mainly focuses on increasing the sales of the company by attracting new customers giving attractive gifts.

            Lays in the initial growing stages attracted the kids by providing a free gift called “Tazo”, featuring the famous cartoons watched by the kids in India

 along with each pack which made the kids buy the product and that campaign 

lead to the increase in sales and attracted a lot of kids consumers to the product.

         

Personal Selling:

            Personal Selling is a one to one communication between seller and customer.It generates  a direct contact between the prospects and the customers.

Public Relations:

            Public relation activities enable an organization to influence a target audience. Most of the time, public relation campaigns try to create a favourable image for a company its its products, or its policies. Companies give news releases to announce newsworthy developments about a company's products or services, distribution channels, facilities, operations, partners, revenues and earnings, employees, and events. Publicity is one tactic that public relations professionals use. This means bringing newsworthy information to the public.

            Lays famous campaign of “lay’s party packs”, made the company to interact with its consumers by its ambassadors Saif Ali Khan , with a specific set of people and created the publicity among the lay’s loyal consumers.