Intro to Marketing Mr. Bernstein Promotion and the Promotional Mix, pp October 24, 2013

Intro to Marketing Mr. Bernstein Promotions Communication aimed at target market: Urge customers to buy your products Build more positive relationship with customers Is directly linked to your image Promotion Strategy coordinates all aspects of promotion by planning and selecting the right mix of activities 2

Intro to Marketing Mr. Bernstein Promotions 3 Promotional Elements Advertising Publicity Sales Promotions Personal Selling

Intro to Marketing Mr. Bernstein The Promotional Mix Different types of products tend to have success with different elements of the promotional mix Marketing firms or departments search for the most cost effective methods of promotion Some forms of the promotional mix require different personal skill sets than others 4

Intro to Marketing Mr. Bernstein The Promotional Mix: Advertising Newspapers Magazines Direct Mail Outdoor Advertising (ie Billboards) Directories (ie Yellow Pages) Transit Advertising (ie subway cars) Television Radio Internet* Clothing and other labeled items 5

Intro to Marketing Mr. Bernstein The Promotional Mix: Publicity Placement in the media newsworthy items about your company or product Community Service events Magazine articles, TV shows, interviews, newsletters, website Movie or TV roles For many athletes or entertainers, every public appearance is publicity – dinner, kids games, etc. 6

Intro to Marketing Mr. Bernstein The Promotional Mix: Sales Promotion Giveaways – caps, keychains, posters, etc…everyone loves a freebie...often co-branded with manufacturer or sponsor Displays – “POP” displays and vendors in stadiums Premiums – bundling with a bonus product, such as backstage access or pregame tour for groups Discounts – Multi-game packages for live games or TV Contests – i.e. “The Halfcourt Shot” Special Events – “Old Timer’s Night”, “Family Night”, etc. 7

Intro to Marketing Mr. Bernstein The Promotional Mix: Personal Selling Effective when pricing is negotiated Effective when products are relatively complex There is followup contact after the sale to build a relationship Customers typically want specific and/or detailed information Purchases have high dollar amounts 8