4.01 Understand promotion and the promotional mix

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Presentation transcript:

4.01 Understand promotion and the promotional mix

Promotion is… Any form of communication a business uses to inform, remind, or persuade customers to purchase products and improve its public image For example: How do you learn about new products in the marketplace?

Institutional vs. Product Institutional promotion For example: Sponsorship of a little league team Product promotion For example: TV commercials

What’s in the promotional mix? Personal selling For example: A car salesman Advertising For example: TV, radio, and magazine ads

What’s in the promotional mix? Sales promotions For example: Chinese restaurant at the mall offers free samples Public relations For example: Panera Bread Company donates leftover bread to homeless shelters