Fundamentals of Online Promotion

Setting the Promotion Mix Advertising Reach Many Buyers, Repeat Message Many Times, Impersonal, Expensive Personal Selling Personal Interaction, Relationship Building, Most Expensive Promo Tool Sales Promotion Wide Assortment of Tools, Rewards Quick Response, Efforts Short-Lived Public Relations Very Believable, Dramatize a Company or Product, Underutilized Direct Marketing Nonpublic, Immediate, Customized, Interactive

Major Advertising Media Types Newspapers Television Direct mail Radio Magazines Outdoor Internet

Major Consumer Sales Promotion Tools Sample - Trial amount of a product Coupons - Savings when purchasing specified products Cash Refund - Refund of part of the purchase price Sweepstakes - Consumers submit their names for a drawing Patronage Rewards - Cash or other rewards for the use of a certain product

Major Consumer Sales Promotion Tools Game - Presents consumers with something every time they buy Premiums - Goods offered free or low cost as an incentive to buy a product Contests - Consumers submit an entry to be judged Advertising Specialties - Articles imprinted with an advertiser’s name given as gifts

Major Consumer Sales Promotion Tools

Major Public Relations Tools News Web Site Speeches Special Events Public Service Activities Written Materials Corporate Identity Materials Audiovisual Materials