1. Promotional Mix

2. Objectives A. Describe the elements of the promotional mix.
B. Explain factors affecting the selection of a promotional mix.

3. Describe the elements of the promotional mix.
Objective A
Describe the elements of the promotional mix.

4. To tell consumers about a company’s …
Purposes of Promotion
To tell consumers about a company’s …
Services
Ideas
Images
Goods

5. To persuade consumers to buy
Purposes of Promotion
To persuade consumers to buy

6. Promotion’s Recipe
for Success:
Mix various communication activities together and serve to potential customers until desired outcome is achieved.

7. Communication Techniques
Advertising
Personal selling
Publicity
Sales promotion
The Top 5 Airlines!
Traveler Magazine
Flynn
The bikes
the pros
use.
25% Off
Coupon
Zap

8. The Combination, or Blend, of Marketing Communication Channels Is Called the...
Personal Selling
Advertising
Sales Promotion
Publicity
Promotional
Mix

9. Elements of the
Promotional Mix

10. The most visible element of the promotional mix
Advertising
Any paid form of nonpersonal presentation of ideas, images, goods, or services
The most visible element of the promotional mix

11. Driving Excitement! Actual cost of advertisement is quite high.
The New Barchetta
Actual cost of advertisement is quite high.
Since many people receive the message, the per contact cost is very low.

12. At Techco, we’re friendly to our customers and the environment.
Diamonds from Desmond’s Jewelers are a girl’s best friend.
Say No to Drugs.
Ideas
Services
Goods
Images
What's Advertised?
At Techco, we’re friendly to our customers and the environment.
The Vet for Your Pet

13. Messages can be delivered by:
Advertising
Messages can be delivered by:
Television
Radio
Newspapers
Magazines
Direct mail
Outdoor advertisements
Directories
The Internet

14. Personal Selling
Determines client needs/wants and responds through planned, personalized communication that influences purchase decisions and enhances future business opportunities
You might want
to consider leasing
computers. You can
get free service
and upgrade to a
newer model whenever
you want!
My budget won’t
allow me to replace
them all at once,
but I want them to
be compatible.
Are you planning
on replacing all
of your computers
at once?

15. Selling Disadvantage Selling Advantages
On a per contact basis, selling is the most expensive form of promotion.
I like the sound
of this stereo,
but I think it’s a
little large for
my dorm room.
We do carry a
bookshelf model
with similar
sound quality.
Immediate feedback
Flexibility

16. Publicity Public Relations (PR) Publicity
Any activity designed to create a favorable image toward a business, its products, or its policies
Any nonpersonal presentation of ideas, goods, or services that is not paid for by the company or individual which benefits from or is harmed by it
Many consumers pay close attention to publicity.
Feel publicity has more credibility because it is not a commercial message
View publicity as news
Publicity
The placement of newsworthy items about a business, new products, or employees in the media.
Free

17. Public Relations
 Virgin Atlantic take over park bench in NYC to give public ‘taste’ of the flight experience – Sir Richard Branson’s airline took over a bench in Manhattan and gave those that chose to sit on it ‘a taste of the Virgin Atlantic experience’, which meant a series of individual and brilliantly choreographed surprises.

18. Public Relations
Virgin Atlantic

19. Publicity

20. Sales Promotion Free samples
Fashion shows
Promotional activities other than advertising, personal selling, and publicity which stimulate purchases
Sales promotion activities include:
Trade shows
Exhibits
Coupons
Visual merchandising or displays
Product demonstrations
Novelty items
Instant rebates
Contests

21. Sales Promotion Business to Business- Slotting allowances
Buying allowances
Trades Shows and Conventions
Sales incentives

22. Sales Promotion Business to Consumer- Premiums Sponsorship Incentives
Product Samples
Promotional tie-ins
Product placement
Visual merchandising
Loyalty programs

23. Push Policy of Promotion

24. Pull Policy of Promotion

25. Advantages/Disadvantages of Publicity

26. Public Relations