1. Promotional Concepts and Strategies
Marketing

2. THE CONCEPT OF PROMOTIONAL MIX
Promotion any form of communication a business or organization uses to inform, persuade, or remind people about its products or improve its public image Promotional Mix the combination of the different types of promotion a business or organizations uses to promote its products

3. TYPES OF PROMOTION Institutional Promotion Product Promotion
used to convince potential customer to buy their products instead of buying from a competitor
Identifies where it is sold
Advertises product sales
Answers consumer questions
Introduces new offerings
Institutional Promotion
used by a business to create a favorable image for itself, as opposed to promoting a product or service
Does not directly sell a certain product, but a favorable image will likely increase sales for a company

4. MAKING UP THE PROMOTIONAL MIX
Five basic categories of promotion
Personal Selling
Advertising
Direct Marketing
Sales Promotion
Public Relations

5. PERSONAL SELLING
Requires that a company employ sales representatives who generate and maintain direct contact with prospective and existing customers
- costliest form of promotion
Typically comes after, or as a result of, other promotional activities
Can take the form of
Personal meetings
Telemarketing
contact

6. ADVERTISING
Any paid form of non-personal promotion of ideas, goods, or services by an identified sponsor
Companies pay to promote goods or services through a variety of media outlets
Magazines
Newspapers
Television
Web sites
Billboards
City buses

7. DIRECT MARKETING Directed to a target group rather than the masses
Goal is to generate leads for sales team to pursue
Usually includes special offers, delivery terms or merchandise – an incentive to follow up
Two forms
Print – sent through the regular mail
Electronic – sent over

8. SALES PROMOTION
Represents all marketing activities – (other than personal selling, advertising, and public relations) - that are used to stimulate sales
Objectives
increase sales
inform potential customers about new products
create a positive image
Example - In store sale signage and coupons

9. PUBLIC RELATIONS AND PUBLICITY
any activity designed to create a favorable image toward a business, its products, or its policies
Builds brand awareness and loyalty
Publicity
specific type of public relations that involves bringing news worthy information about a company to the public’s attention
It differs from advertising because it is FREE
News coverage
Charity events
Contests

10. DETERMINING THE PROMOTIONAL MIX
Strategies chosen for the mix are designed to compliment each other and reach a specific goal
For Example
Advertising and direct marketing create awareness of a product
Public relations and publicity cultivate a favorable image and brand recognition
Sales promotions stimulate sales and reinforce advertising

11. Manufacturer  Retailer
THE PUSH-PULL CONCEPT
Push Policy
Promotional mix developed for the next partner in the distribution channel
Manufacturer  Retailer
Pushing them to carry the product in their store
EX - personal selling, buying discounts, trade shows
Pull Policy
Promotional mix developed to reach the consumer
Manufacturer  Consumer
Consumer demand can pull or encourage the retailer to carry the product being promoted
EX - National advertising, In store displays and sales promotions