Promotion: Any form of communication used to inform, persuade, or remind people about company products or services

Promotional Mix The combination of promotional activities that an organization uses to communicate its message and sell its products. Possible Activities Advertising Sales Promotion Publicity / PR Product Placement Direct Marketing Viral marketing Personal Selling

Advertising Advertising is the paid communication of information designed to reach mass audiences and usually persuasive in nature about products, services or ideas by identified sponsors through the various media outlets Traditional Media Magazine ad Newspaper ad TV commercial Radio ad Billboard

Advertising Strategies Ideal for Kids of Families Star Power Bandwagon Scale Put downs Facts and Figures Repetition Heart Strings Sounds Good Cartoon Character Are you cool enough Sex appeal humor

Sales Promotions Short Term activities or communications that encourage consumers to act quickly and purchase products or services. Examples of devices used in sales promotion include coupons, samples, short term discounts, point-of-purchase (POP) displays, contests, giveaways, and sweepstakes. CONTEST

Public Relations /Publicity EXAMPLES Media relations News stories Special events Speaking engagements appearances Sponsorships Cause Marketing Endorsements Build a favorable image by publicizing the organization or product through stories in print and broadcast media, also through community philanthropy / cause marketing, special programs and events

Starbucks, You've Got Mail Product Placement A company intentionally inserts products into entertainment programs such as movies, TV programs and video games.  Product appears within an entertainment program actual product use by an actor in the program words spoken by an actor that include the product name Starbucks, You've Got Mail

Direct Marketing A form of promotion in which physical marketing materials are provided to consumers in order to communicate information about a product, service or organization - mailed home, passed out at events, etc. Direct Mail - sent to potential customer's homes Game Schedules - handed out at United Center

Viral Marketing Spread awareness using internet – “electronic word of mouth” Creating a video, attaching to social media/YouTube and hoping that it is shared because of its entertainment value/humor. Smart Water Viral Video Example Social Media

Personal Selling Face-to-face selling in which a seller attempts to persuade a buyer to make a purchase

Top 10 Marketing Campaigns