1. PROMOTION
BMI – Marketing Mix

2. PROMOTION Advertising Sales Promotion Public Relations Publicity
Reaching a mass audience involves planning an effective promotional campaign. The following areas of promotion should be considered:
Advertising
Sales Promotion
Public Relations
Publicity
Personal Selling

3. ADVERTISING
The paid use of MEDIA to communicate information about a product and influence consumer choice
Advertising is most important for products and services that are……
Identical
Mass Marketed
Easy to Describe
Low Priced
New
Highly Competitive

4. Goals of Advertising

5. Brand Awareness and Positioning
Repeat details about the brand as often as possible, often beginning the ad with “introducing” or “presenting”…
Deliver the positioning message

6. Brand Trial
If a consumer tries and likes the product, they will buy it.
Sampling campaigns follow this approach and often include a coupon with a major reduction or a free sample. Example – perfume scent strips.

7. Brand Preference
Try to convince consumer their product provides stronger value
“Most popular” or “Number One” or “The Leading Brand”
Often use endorsements in this approach

8. Brand Reminder For older brands competing with new competitors
Remind consumers their brands are still available
Often mentions historical data

9. Brand Repositioning
Trends change, new technology emerges, markets are transformed. Products often at the decision stage.
Repositioning may help the product appeal to a new target market
Danger of alienating existing users of the product.

10. Sales Promotions

11. Sales Promotion When using pricing to promote your product Examples:
Event sales
Combo sales
Coupons
etc

12. Public Relations

13. Public Relations
The relationship a business has with other organizations and consumers
Examples:
Partnerships
Sponsorships
View of the public

14. Publicity

15. Publicity
Attention in the media
Can be both positive and negative

16. Personal Selling

17. Personal Selling
When the sales force (employees) are used to promote or sell the product
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