Promotional Concepts & Strategies Promotional Mix Types of Promotion

Part One Promotion

Promotion in Marketing Product Promotion Promotional method business use to convince potential customers to buy their goods or services instead of a competitors. Promotion in Marketing Institutional Promotion Promotional methods used to create a favorable image for a business. Helps to build goodwill and reputation. Promotion: Pro.mo.tion, noun,: Any activity that informs people about products & services. One of the 4 P’s of Marketing. Goals of Promotion are summed up by AIDA acronym – Attract Attention, Build Interest & Desire, Ask for Action

Promotional Mix Promotional Mix & Budget Most businesses will use more than one type of promotion to achieve their goals. They will use a cost-effective mix of strategies that include, advertising, selling, sales promotions, direct marketing, and public relations strategies. Promotional Mix

Types of Promotion– Promotional Mix Personal Selling Requires Sales Representatives to generate and maintain direct contact with prospects and customers. Most expensive form of promotion, typically takes place after other methods have been tried. Types of Promotion– Promotional Mix Promotional Mix: Pro.mo.tion Mix, noun,: Cost Effective combination of personal selling, advertising, direct marketing, sales promotion & public relations strategies used to reach company goals.

Types of Promotion Advertising Advertising: Ad.ver.tis.ing, noun,: Advertising is found everywhere! Billboards, brochures, internet, magazines, radio, TV, busses, menus, receipts, everything now a days is used for advertising! Types of Promotion Advertising: Ad.ver.tis.ing, noun,: Form of non personal promotion in which companies pay to promote ideas goods, or services.

Types of Promotion Direct Marketing Examples: Direct mail & Telemarketing New Wave of Direct Marketing: E-Marketing! Any promotion that is delivered via the internet such as: search engine marketing, mobile apps, social media, etc Types of Promotion Direct Marketing: Dir.ect.mar.ket.ing, noun,: Form of promotion that addresses individuals directly, and not through a 3rd party medium (TV, Radio, Internet) .

Types of Promotion Sales Promotion Sales Promotion: noun,: Coupons, money-off promotions, competitions, product samples, and point-of-purchase displays Objective of Promotion: Increase sales, inform potential customers about new products, and create a positive image. Types of Promotion Sales Promotion: noun,: All marketing activities that are directed at business or retail customers to boost sales

Types of Promotion Public Relations Compare & contrast with publicity? Influence general opinion and create favorable public image for a person, organization, or a company, its products and policies. Types of Promotion Compare & contrast with publicity? Public Relations: noun,: Activities help an organization to influence a target audience.

Do a search on Google – what’s the difference between Public Relations and Publicity? PR vs Publicity

Public Relations How do companies create a good image for themselves? Discuss in your table groups. Are there bad public relations? Public Relations