Section 17.1 The Promotional Mix Marketing Essentials n Chapter 17 Promotional Concepts and Strategies Section 17.1 The Promotional Mix

ASSIGNMENT 17.1 Ch 17.1 Assessment Pg. 304 # 1-5 DUE: Now

The Promotional Mix SECTION 17.1 The role of promotion in marketing What You'll Learn The role of promotion in marketing The concept of promotional mix The characteristics of personal selling and advertising The nature and scope of publicity

The Promotional Mix SECTION 17.1 Why It's Important Since businesses must continually promote their organizations, products, and policies to gain customer acceptance, you will need to learn successful promotional strategies.

The Promotional Mix SECTION 17.1 promotion promotional mix Key Terms promotion promotional mix product promotion institutional promotion advertising sales promotion public relations publicity push policy pull policy

The Promotional Mix SECTION 17.1 The Concept of the Promotional Mix Promotion is any form of communication a business or organization uses to inform, persuade, or remind people about its products. Promotional mix is a combination of the different types of promotion. A business decides on the promotional mix that will be most effective in persuading potential customers to purchase its products. Slide 1 of 2

The Promotional Mix SECTION 17.1 The Concept of the Promotional Mix A business uses product promotion to convince potential customers to buy its products instead of buying from a competitor. Institutional promotion is used by businesses to create a favorable image for themselves, as opposed to promoting specific products or services. Slide 2 of 2

Graphic Organizer 17.1 Elements of the Promotional Mix Four Basic Types of Promotion The Promotional Mix 1. Personal Selling 2. Advertising 3. Sales Promotion 4. Public Relations & Publicity

The Promotional Mix SECTION 17.1 Types of Promotion 1. Personal Selling - one of the largest forms of promotion - designed to complete a sale once a customer is attracted to a business - one of the most expensive forms of promotion Slide 2 of 4

Types of Promotion 2. Advertising - any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor - American businesses spend about $200 billion each year on advertising.

The Promotional Mix SECTION 17.1 Types of Promotion 3. Sales Promotion - includes everything but personal selling, advertising, and public relations - used to stimulate consumer purchasing and sales effectiveness - increase sales - inform customers about new products - create a positive store or corporate image Slide 3 of 4

Types of Promotion 4. Public Relations - any activity designed to create a favorable image of a business, its products, or its policies.

The Promotional Mix SECTION 17.1 Types of Promotion Publicity - a specific kind of public relations that involves placing positive newsworthy information about a business in the media Advantages Disadvantages - much cheaper - companies cannot than advertising control negative publicity - a mention on the news - can be subjective info is more likely to be depending on the regarded as objective reporting organization Slide4 of 4

The Promotional Mix SECTION 17.1 Coordination of the Promotional Mix - Most businesses use more than one type of promotion Each type of promotion is designed to complement one another - National advertising is accompanied with local advertising

The Promotional Mix SECTION 17.1 Promotional Budget In large companies, the marketing department establishes a promotion budget allocates resources coordinates the campaign determines the right promotional mix for the company

Promotional Budget In smaller businesses, these responsibilities -rest with the owner-operator -are divided among employees -contracted to outside agencies

The Promotional Mix SECTION 17.1 The Push-Pull Concept A push policy is used to convince a retailer to stock the products being promoted, pushing the product to the retailer. A push strategy relies heavily on personal selling and promotion at trade shows. A pull policy is designed to create consumer interest, pulling consumers to the product.

ASSIGNMENT 17.1 Worksheet – Ch 17 Sales Promotion Extra Credit - Bring in an example of one of the four areas of the promotional mix. - Attach explanation of the form of promotion being used. - Give a short presentation to the class. Up to 5 points EC Homework – Ch 17 Fact & Idea Review Pg. 316 # 1- 8

Marketing Essentials End of Section 17.1