4. PROMOTION (Types of Promotion) MARKETING MIX 4. PROMOTION (Types of Promotion)

4 Types of Traditional Promotion PUBLIC RELATIONS(PR)– UNPAID references to a business to further a POSITIVE impression GOAL - showcase business in POSITIVE manner Three (3) Types of Public Relations: News Releases – ANNOUNCEMENT sent to media outlets Newsworthy developments about company (facilities/operations, partners, employees, events, revenue and earnings)

3 Types of PR (continued) Social Media way to INTERACT with customers and get feedback on company, products and service Obtain opinions and speak directly with customers (News Releases & Social Media GAIN publicity) Publicity newsworthy information about business to public’s attention Charitable donations Avoid negative publicity

4 Types of Traditional Promotion SALES PROMOTION – All marketing activities directed at business or retail customers to boost sales (except personal selling, advertising and public relations) Goals of Sales Promotion are to: INCREASE sales INFORM potential customers about NEW products CREATE a positive business image Coupons Product samples Money-off promos Premiums/Giveaways Point of Purchase (POP) displays Running contests / competitions Visual Merchandising Promotional Tie-Ins

PROMOTIONAL TIE-INS Promotional Tie-Ins – involves TWO OR MORE products advertised, marketed, or sold together Coordinated sales promotion arrangement between the RETAILER and MANUFACTURER in order to: Gain attention Enter new markets Create in-store Awareness Build sales Obtain more shelf facings

PROMOTIONAL TIE-INS

4 Types of Traditional Promotion ADVERTISING – Companies PAY to promote ideas, goods or services NON-PERSONAL promotion ONE-WAY message NO DIRECT interaction

6 Types of Advertising Media PRINT MEDIA – includes newspapers, magazines, direct mail, signage, and billboards BROADCAST MEDIA – includes television, product placement and radio INTERNET MEDIA – includes website, social media and e-mail

6 Types of Advertising Media MOBILE MEDIA – includes Web browsers and apps SPECIALTY MEDIA – includes giveaway items (pads of paper, pens, etc. imprinted with your business’s name, logo, and/or other message) SPONSORSHIP–resources and services for purpose of being seen as a supporter of an organization’s event, program or product offering

4 Types of Traditional Promotion PERSONAL SELLING – PAID sales associates to interact with the store’s customers Form of personal promotion since it relies on PERSON-TO-PERSON interaction Form of PAID promotion since sales associates are PAID for their work Effective if sales associates are friendly, knowledgeable, and helpful so that customers leave with a positive impression of the business