Promotional Mix  Promotion is all about communication. ‘Promotion is how marketers communicate with their target markets that include existing customers and prospective customers’.  Promotional Mix is the process and variety of promotional methods used to communicate information about a product, service and product offering.  Reasons for promotion  You need to explain why businesses use promotion. Why is important to do promotion ‘Promotion can build or destroy a brand, it can change attitudes, and it can influence the view that society as a whole has of the company and its products.’ Use in your assignment

Advertising Advertising is one of the most important parts of promotion. The purpose of advertising: 1. Inform people – make potential customers aware of your product and benefits 2. Persuade people to make a purchase – inform people about the benefits or sell at a lower price Advertising is made up of:  message – what you want to tell customers  medium – how you choose to advertise Use in your assignment Back to task

Sales Promotion  “Sales Promotion is the process of encouraging customers to buy the products by offering an incentive”  Price promotion – discount on product e.g. 50p off, BOGOF, 25% extra free  Coupons – discount or free gift  Competitions – instant win offers in the package  Money refunds – cashback, e.g. mobile phones  Loyalty incentives – collect stamps for a free drink Use in your assignment Back to task

Apple Sales Promotion Back to task

Personal Selling  Personal selling is where businesses use people (the “sales force”) to sell the product after meeting face-to-face with the customer.  Methods include:  Face to face – saleperson watches body language to adapt sales pitch  Telephone – listen to customers tone of voice to adapt sales pitch  - send attachments of deals to customer  Video or web conferencing – connect all over the world Use in your assignment Back to task

Personal Selling

Public Relations Public relation are activities a business does to put information into the media, but without paying for it Exhibitions – present and display products to get people interested in buying Sponsorship – pay to display brand at event (creates a positive image) Press releases – statement sent to journalists to get them to write something interesting about your company Use in your assignment

Sponsorship This is the Apple Computer car that raced at the 1980 Le Mans 24hrs by Allan Moffat for Dick Barbour Racing.

Itunes Festival - PR

Direct Marketing Business communicates directly with the customer Direct Mail – letters posted to the customer giving information about new products Mail order Catalogues – shows the different products in comfort of your own home Use in your assignment

Direct marketing