PROMOTIONAL MIX.  Strategy used by companies to inform and persuade a target market  “Any combination of Advertising, Selling, Publicity, and Sales.

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Presentation transcript:

PROMOTIONAL MIX

 Strategy used by companies to inform and persuade a target market  “Any combination of Advertising, Selling, Publicity, and Sales Promotion”

PROMOTIONAL MIX  ADVERTISING  SELLING  PUBLICITY  SALES PROMOTION

ADVERTISING Paid communication One-way communication Broadcast (TV, Internet, Radio) Print (Newspaper, Magazines, Direct Mail) Outdoor (Billboards, Marquis) Transit (Busses) Social Media

SELLING  Face-to-face interaction with customer  Persuasive approach – educate and inform about the product/service  The goal is to lead the customer to a correct buying decision for their needs  Business-to-business selling  Business-to-consumer selling

PUBLICITY and PUBLIC RELATIONS  Activities that influence a target audience  Creates a favorable image for the company, it’s products, or policies  Cultivate media relations  IMAGE! Chrysler Eminem Super Bowl Commercial - Imported From Detroit:

SALES PROMOTION  All marketing activities other than  Advertising  Selling  Publicity/PR  Activities that drive product sales  Examples: Coupons, contests, raffles, special events

ACTIVITY  Complete PowerPoint