Promotional Mix

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

Describe the elements of the promotional mix. Objective A Describe the elements of the promotional mix.

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

To persuade consumers to buy 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.

Communication Techniques Advertising Personal selling Publicity Sales promotion The Top 5 Airlines! Traveler Magazine Flynn The bikes the pros use. 25% Off Coupon Zap

The Combination, or Blend, of Marketing Communication Channels Is Called the... Personal Selling Advertising Sales Promotion Publicity Promotional Mix

Elements of the Promotional Mix

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

Driving Excitement! Actual cost of advertisement is quite high. The New Barchetta Actual cost of advertisement is quite high. Since many people receive the message, the per contact cost is very low.

At Techco, we’re friendly to our customers and the environment. Diamonds from Desmond’s Jewelers are a girl’s best friend. Say No to Drugs. Ideas Services Goods Images What's Advertised? At Techco, we’re friendly to our customers and the environment. The Vet for Your Pet

Messages can be delivered by: Advertising Messages can be delivered by: Television Radio Newspapers Magazines Direct mail Outdoor advertisements Directories The Internet

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

Selling Disadvantage Selling Advantages On a per contact basis, selling is the most expensive form of promotion. I like the sound of this stereo, but I think it’s a little large for my dorm room. We do carry a bookshelf model with similar sound quality. Immediate feedback Flexibility

Publicity Public Relations (PR) Publicity Any activity designed to create a favorable image toward a business, its products, or its policies 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 it Many consumers pay close attention to publicity. Feel publicity has more credibility because it is not a commercial message View publicity as news Publicity The placement of newsworthy items about a business, new products, or employees in the media. Free

Public Relations  Virgin Atlantic take over park bench in NYC to give public ‘taste’ of the flight experience – Sir Richard Branson’s airline took over a bench in Manhattan and gave those that chose to sit on it ‘a taste of the Virgin Atlantic experience’, which meant a series of individual and brilliantly choreographed surprises.

Public Relations Virgin Atlantic

Publicity

Sales Promotion Free samples Fashion shows Promotional activities other than advertising, personal selling, and publicity which stimulate purchases Sales promotion activities include: Trade shows Exhibits Coupons Visual merchandising or displays Product demonstrations Novelty items Instant rebates Contests

Sales Promotion Business to Business- Slotting allowances Buying allowances Trades Shows and Conventions Sales incentives

Sales Promotion Business to Consumer- Premiums Sponsorship Incentives Product Samples Promotional tie-ins Product placement Visual merchandising Loyalty programs

Push Policy of Promotion

Pull Policy of Promotion

Advantages/Disadvantages of Publicity

Public Relations