BUSS2 Marketing: using the marketing mix - promotion

The marketing mix - promotion Candidates should be able to: Describe the elements in the promotional mix (including sales promotions, direct selling, merchandising, advertising, PR and branding) Analyse the influences on the choice of promotional mix

Definitions What is promotion? What is sales promotion? Offers designed to increase _____ What are promotional activities? The ways in which a business can c____________ with its p_________ and e__________ customers with the aim of increasing s______

What is the point of promotion?

The Promotional Mix The promotional mix: is the combination of promotional activities which make up a campaign to communicate with a target market What may it include?

How many sales promotions can you think of?

Direct selling What is direct selling? A way of selling directly to the final consumer without another intermediary Two methods: Personal selling – £2 _______ sales a year in the UK e.g. Direct mailing –

Merchandising What is merchandising? The visual presentation of a product to the customer at the point of sale Often targets i_________ buyers and/or takes advantage of ‘pester power’ What does it include?

Advertising What is advertising? The use of media to communicate with customers Where can adverts be placed? Advertising is a______ the line promotion, whereas all other types of promotion are b______ the line Generally long term option.

Two types of advertising P_____________: try to convince customer to buy. Can be controversial and unethical I_____________: increasing customer awareness by providing details. Generally not controversial.

PR Public Relations: is communication with the media and other interested parties to enhance the image of the business and its products, and thereby increase sales What can it include?

Branding Branding: is creating an identity for a business and its products to differentiate it from rivals It should promote the strengths of the business.