1. Brief Intro to Promotion & Promotional Mix Objectives Explain the role of promotion in business and marketing Identify the various types of promotion Describe the concept of the promotional mix Marketing Essentials Chapter 17, Section 17.1 Take out a piece of paper for your notes & title it: Intro to Promotion

2. A marketing mix is the elements of marketing that can be used by a company to influence consumers to purchase goods or services. The marketing mix is often referred to as the 4 P’s These are the tools or basic strategies that marketers use to influence potential customers. ? ? ? ? Product Price Promotion Place Promotional Mix A promotional mix is the combination of different promotional elements that a company uses to reach and influence potential customers.

3. There are five basic categories in the promotional mix: Marketing Essentials Chapter 17, Section 17.2 Promotional Mix Personal Selling Advertising Direct Marketing Sales Promotion Public Relations

4. Types of Promotion in the Promotional Mix Personal selling involves direct contact between salespeople and customers. This can take place in the forms of: Personal meetings Telemarketing Marketing Essentials Chapter 17, Section 17.1

5. Types of Promotion in the Promotional Mix Advertising is a form of nonpersonal promotion and one-way communication. Media are the agencies, means, or instruments used to convey advertising messages to the public. The four general categories are: Print Broadcast Online Specialty Marketing Essentials Chapter 17, Section 17.1

6. Types of Advertising Media Print media includes: Newspapers Magazines Direct mail Signs Billboards print media Newspapers, magazines, direct mail, signs, and billboards used in advertising. Marketing Essentials Chapter 19, Section 19.1

7. Types of Advertising Media Broadcast media includes: Television Radio broadcast media Radio and television. Marketing Essentials Chapter 19, Section 19.1

8. Pop-up ads are a form of online advertising intended to increase web traffic or capture email addresses. It works when certain web sites open a new web browser window to display advertisements. A banner ad is a form of advertising on the Internet. This entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking them to the web site of the advertiser. The banner often uses animation or sound to maximize presence. Banner Ads Pop-up Ads Types of Advertising Media

9. Marketing Essentials Chapter 19, Section 19.1 Specialty Media Relatively inexpensive, useful items featuring an advertiser’s name or logo that are given away; also known as giveaways or advertising specialties. Types of Advertising Media

10. Types of Promotion in the Promotional Mix Direct marketing is a type of advertising directed to a targeted group of prospects rather than to a mass audience. Two forms are: Printed direct mail Electronic direct mail (email) Marketing Essentials Chapter 17, Section 17.1 The goals of direct marketing are to generate sales and leads for salespeople to pursue.

11. Types of Promotion in the Promotional Mix Public relations(PR) activities try to create a favorable image for a company, its products, or its policies. They can enable an organization to influence a target audience. One of the other goals of public relations is to cultivate media relations with reporters who cover a specific industry. Marketing Essentials Chapter 17, Section 17.1

12. Types of Promotion in the Promotional Mix Publicity involves bringing news or newsworthy information about an organization to the public’s attention. This process is also known as placement. The main function of publicity is to develop a positive perception or awareness of the organization in the marketplace. The placement of publicity is free because it often appears as a media story. Publicity’s risk is that its content is not easily controlled by the business that issues it. Marketing Essentials Chapter 17, Section 17.1

13. Types of Promotion in the Promotional Mix Increase sales Inform potential customers about new products Create a positive business or corporate image Marketing Essentials Chapter 17, Section 17.1 Sales promotion represents all marketing activities– other than personal selling, advertising, and public relations–that are used to stimulate purchasing and sales. Its objectives are to:

14. Consumer Promotions Consumer promotions are sales strategies that encourage customers and prospects to buy a product or service. Major consumer sales promotion devices include: Coupons Premium deals Incentives Product samples Sponsorships Marketing Essentials Chapter 17, Section 17.2

15. The Concept of Promotional Mix A promotional mix is a combination of strategies and a cost-effective allocation of resources a company uses to reach its promotional goals. The strategies in the mix are designed to complement one another: Advertising and direct marketing create public awareness. Public relations helps cultivate a favorable image and brand recognition. Sales promotional activities stimulate sales and reinforce advertising. Personal selling builds on all of these efforts by completing the sale. Marketing Essentials Chapter 17, Section 17.1

16. REVIEW 1.