Advanced Marketing The Promotional Mix. Promotion Defined Any form of communication used to inform & persuade consumers to buy products or services.

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Presentation transcript:

Advanced Marketing The Promotional Mix

Promotion Defined Any form of communication used to inform & persuade consumers to buy products or services.

Promotional Mix Any combination of promotional activities, including advertising, sales promotion, personal selling, & publicity a company will do to inform & persuade consumers.

4 Promotional Mix Elements (1)Advertising: Any paid & nonpersonal form of communication of an idea, good, or service. Advertising Examples(Media – Avenues used to advertise): Print Ads: Newspapers, magazines, direct mail, billboards, signage, posters. Broadcast Ads: Television & Radio Commercials Online Ads: Website Banner Ads, Pop-ups, s

4 Promotional Mix Elements Cont…. (2)Sales Promotion: Short term incentives used to stimulate customers to buy products. Examples of Sales Promotions: Coupons & Rebates: Offer price reduction or free merchandise Free Samples Premiums: Items that are given away free with purchase of merchandise Contests: Chance of winning a prize if a task is completed by the customer. Sweepstakes: Sign up to win a prize without purchase or task. Store Displays: Window and interior displays that stimulate purchases Free Financing: Borrowing money interest free

4 Promotional Mix Elements Cont…. (3)Publicity/Public Relations: –Publicity: Free & non-personal forms of communication –Public Relations: Activities that promote the image and communications a company has with its employees, customers, investors, and public. Examples of Publicity/Public Relations: Press Releases & News Conferences Newspaper Articles T.V. News Stories Radio & T.V. appearances Company Newsletters

4 Promotional Mix Elements Cont…. Personal Selling: Direct or personalized communication by employees to potential customers to influence buying decisions & ensure customer satisfaction. Examples of Personal Selling –Greetings –Sales Help –Employee dress –telemarketing

Promotional Mix & Target Markets * All promotional activities must be directed towards the target market