Promotional Mix Standard 9. Promotional mix One of the 4 Ps of the marketing mix. It consists of public relations, advertising, sales promotion, personal.

Slides:



Advertisements
Similar presentations
Promotional Mix Promotion LAP 1.
Advertisements

Students will discover the importance and elements used in developing a PROMOTION MIX to market sports businesses.
Decisions, Decisions, Decisions
Financial Analysis LAP 6
Financial Analysis LAP 3 Objectives Explain the importance of budgets. Describe the characteristics of an effective budget.
Promotion LAP 4 Need screen-cap when cover is approved Types of Promotion.
The Nature of Promotion
Marketing-Information Management LAP 12 Data Do It Need for Marketing Data.
Explain the relationship of wants to economic goods and services. Explain how economic goods and services are classified. OBJECTIVES A B.
Product/Service Management LAP 8 Raise the Bar Grades and Standards.
Chapter 14Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 1 Learning Outcomes: Chapter 14 Integrated Marketing Communications.
Copyright Cengage Learning 2013 All Rights Reserved 1 Chapter 16: Promotional Planning for Competitive Advantage Introduction to Designed & Prepared by.
FASHION PROMOTION. Promotion: communicating with customers about products and services to create demand.
UNIT F FASHION PROMOTION
Pricing LAP 2 Nature of Pricing Objectives Describe the pricing function. Explain the role of pricing in marketing.
Economics LAP 11 Supply and Demand Explain the nature of supply and demand. Explain factors that affect supply and demand.
Marketing-Information Management LAP 9 Explain the importance of market identification. Objectives: Discuss ways that a market can be segmented.
Nature of Marketing Strategies
The Nature and Scope of Selling
Market Identification
Use It Economics LAP 13.
Promotion LAP 4 Need screen-cap when cover is approved Types of Promotion.
Have It Your Way Nature of Marketing Marketing LAP 4.
Promotion LAP 4 Need screen-cap when cover is approved Types of Promotion.
Work the Big Six Marketing Functions Marketing LAP 1.
Lecture 26. Chapter 13 PromotingProducts Chapter Outline Importance Of Promotion Importance Of Promotion Advertising Promotions Advertising Promotions.
1 Chapter 16: Promotional Planning for Competitive Advantage Prepared by Amit Shah, Frostburg State University Designed by Eric Brengle, B-books, Ltd.
14 -1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Fourteen Communicating Customer Value:
What's the Motive? Buying Motives Selling LAP 109.
PromotionPromotion Promotion in Sports Marketing the Game.
Chapter 14 - slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fourteen Communicating Customer Value: Integrated Marketing.
Money Matters Role of Finance A
A.Describe the elements of the promotional mix. B. Explain factors affecting the selection of a promotional mix. C. Different Promotional Techniques.
Chapter 14 Integrated Marketing Communications
PROMOTION The communication of information about goods, services, images, and/or ideas to influence purchase behavior.
Promotional Mix Written by: Stacy Orr and Cheryl Tays GACTAE Resource Network.
D. Marketing a Small Business 6.00 Explain the fundamentals of marketing in a small business Explain marketing and its importance.
1 The Role of Promotion Promotion- any form of communication a business or organization uses to inform, persuade, or remind people about its products and.
Bell Ringer Have you ever heard of the Microsoft X Box? How did you hear about it?
Marketing I Curriculum Guide. Promotion Standard 6.
P ROMOTIONAL M IX. What is Promotion? Promotion- any form of communication a business uses to inform, persuade, or remind people about its products Promotional.
1 UNIT F FASHION PROMOTION 6.01 Identify the components of the promotional mix.
MARKETING 4.01 Acquire a foundational knowledge of promotion to understand its nature and scope. 1.
Make the Honor Role (Acting Responsibly) Emotional Intelligence LAP 21.
D. Marketing a Small Business 6.00 Explain the fundamentals of marketing in a small business Explain marketing and its importance.
Chapter 14 - slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fourteen Communicating Customer Value: Integrated Marketing.
1 PROMOTIONAL MIX PROMOTION LAP 1. 2 PROMOTION u Communication activities that inform potential consumers about the existence of goods, services, or ideas.
Economics LAP 4 Beyond US Global Trade. Objectives Explain why global trade is needed. Describe issues in global trade.
FHF McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
4.01C Identify the elements of the promotional mix.
Promotion and the Promotional Mix. What is promotion? Promotion is one of the four P’s of the Marketing Mix Promotion is persuasive communication to inform.
Product/Service Management LAP 4 Promises, Promises Warranties and Guarantees.
Have It Your Way Nature of Marketing Marketing LAP 4.
Have It Your Way Nature of Marketing Marketing LAP 4.
The Private Enterprise System
Listen Up LAP: QS-001.
Have It Your Way Nature of Marketing Marketing LAP 4.
Marketing-Information Management LAP 9
Standard 5.
Standard 5.
The Nature of Promotion
Promotional Mix.
Keep Them Loyal Selling LAP 115.
Nature of Marketing Strategies
Standard 5.
The Nature of Promotion
Chapter 17 Promotional Concepts and Strategies
Channel Management LAP 2
Presentation transcript:

Promotional Mix Standard 9

Promotional mix One of the 4 Ps of the marketing mix. It consists of public relations, advertising, sales promotion, personal selling, and direct marketing.

Objectives A.Describe the elements of the promotional mix. B.Explain factors affecting the selection of a promotional mix.

Objective A Describe the elements of the promotional mix.

Purposes of Promotion To tell consumers about a company’s … Goods Services Ideas

Purposes of Promotion To persuade consumers to buy

Promotion’s Recipe for Success: Mix various communication activities together and serve to potential customers until desired outcome is achieved.

The Top 5 Airlines! Traveler MagazineFlynn The bikes the pros use. 25% Off Coupon AdvertisingAdvertising Personal sellingPersonal selling PublicityPublicity Sales promotionSales promotion Direct MarketingDirect Marketing Communication Techniques

The Combination, or Blend, of Marketing Communication Channels Is Called the...

Advertising Any paid form of nonpersonal presentation of ideas, images, goods, or services The most visible element of the promotional mix

Advertising Messages can be delivered by: TelevisionTelevision RadioRadio NewspapersNewspapers MagazinesMagazines Direct mailDirect mail Outdoor advertisementsOutdoor advertisements DirectoriesDirectories The InternetThe Internet

Personal Selling Determines client needs/wants and responds through planned, personalized communication that influences purchase decisions and enhances future business opportunities Are you planning on replacing all of your computers at once? My budget won’t allow me to replace them all at once, but I want them to be compatible. You might want to consider leasing computers. You can get free service and upgrade to a newer model whenever you want!

Publicity Any nonpersonal presentation of ideas, goods, or services that is not paid for by the company or individual which benefits from or is harmed by itAny nonpersonal presentation of ideas, goods, or services that is not paid for by the company or individual which benefits from or is harmed by it Many consumers pay close attention to publicity.Many consumers pay close attention to publicity. –Feel publicity has more credibility because it is not a commercial message –View publicity as news Example: Mention of a company’s charitable activities in print or broadcast media Publicity

Ways the Internet Can Be Used as a Source of Publicity A company web site can be used to obtain and display positive feedback. “Tae-Bo has really changed my life. I’ve lost weight, toned-up, and feel better than ever.” -Susie Wells, CA

Ways the Internet Can Be Used as a Source of Publicity A company might agree to provide a link to another business’s web site in exchange for the same consideration. LINK TO ACME.COM

Sales Promotion Promotional activities other than advertising, personal selling, and publicity which stimulate purchasesPromotional activities other than advertising, personal selling, and publicity which stimulate purchases Sales promotion activities include:Sales promotion activities include: Trade shows Exhibits

Importance of the Promotional Mix Plays a key role in obtaining and keeping customersPlays a key role in obtaining and keeping customers Enables businesses to communicate effectively with customersEnables businesses to communicate effectively with customers Informs consumers about goods/services and persuades them to buyInforms consumers about goods/services and persuades them to buy

Objective B Explain factors affecting the selection of a promotional mix.

Factors Affecting the Selection of a Promotional Mix Product’s target market Good, service, image, or idea Distribution channels Product’s company Must be carefully analyzed before marketers decide when and where to invest promotional funds

Introductory Growth Maturity Declining Good, Service, Image, or Idea Stage of life cycle When you are on-the-go… …it’s Breakfast-To-Go Each pocket provides you a delicious breakfast in just two minutes! New and Improved! Obsolescence Product Life Cycle (PLC)

Businesses often rely on previous use of promotional methods. Product’s Company Historical Perspective Think small. Less flower.More power.

Product’s Company Tony’s Pizza Kids eat free! Ange’s Pizza Free kids’ meals! Competing businesses use similar promotional mixes and tend to follow the leader. Competition

MarkED Acknowledgements Original Developer Christopher C. Burke, MarkED Version 1.0 Copyright  2000 MarkED Resource Center

Digital-based photography sources: ADOBE IMAGE LIBRARY; Retail Obj. A: #RET_050 Photos copyright Eyewire Inc. 833 Fourth Ave. SW, Suite 800 Calgary, AB, Canada ART EXPLOSION 250,000; Obj. A: #MODEL005 Nova Development Corporation Calabasas Road, Suite 2005 Calabasas, CA 91302

Digital-based photography sources: PHOTODISC, INC.; Business & Occupations Vol. 7 Obj. A: #7067 Photos copyright PhotoDisc, Inc Fourth Ave., Seattle, WA T/Maker Company; ClickArt Obj. A: #PRFTOT007 Photos copyright T/Maker Company; 1390 Villa Street: Mountain View, CA 94041; tel. (415) Copyright 1994, all rights reserved. ClickArt is a registered trademark of T/Maker Company. ClickArt Images copyright by T/Maker Company. All rights reserved.

Copyright: All photographic digital images on this CD are owned by the aforementioned photographic resources or their licensors and are protected by the United States copyright laws, international treaty provisions, and applicable laws. No title to or intellectual property rights to the images on this CD are transferred to you. These sources retain all rights and are not to be used, digitally copied, transferred, or manipulated in any way. To do so is a violation of federal copyright laws.