1. Promotional Mix
Promotion LAP 1

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
Images
Ideas
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
Example: Mention of a company’s charitable activities in print or broadcast media
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

17. Ways the Internet Can Be Used as a Source of Publicity
A company web site can be used to obtain and display positive feedback.
“Tae-Bo has really changed my life. I’ve lost weight, toned-up, and feel better than ever.”
-Susie Wells, CA

18. Ways the Internet Can Be Used as a Source of Publicity
A business’s goods, services, or web site might be mentioned in an Internet newsgroup.
OnlineNews.com
Car shopping on the web
Buying a car on the web just got easier! Autobytel.com will help you get the financing, pick out the model, color and extras. Then they provide a quote from a local dealer. All at the touch of a keypad.

19. Ways the Internet Can Be Used as a Source of Publicity
LINK TO ACME.COM
LINK TO ACME.COM
A company might agree to provide a link to another business’s web site in exchange for the same consideration.

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

21. Importance of the Promotional Mix
Plays a key role in obtaining and keeping customers
Enables businesses to communicate effectively with customers
Informs consumers about goods/services and persuades them to buy

22. Explain factors affecting the selection of a promotional mix.
Objective B
Explain factors affecting the selection of a promotional mix.

23. Marketers Try To Create the Ideal Blend of Promotional Activities for Their Businesses.
No magic formula that marketers use to help design promotional mix
Publicity
Personal selling
Sales promotion
Must decide which methods will best reach potential customers and communicate desired message
Advertising
Hard to determine effectiveness of the different promotional methods

24. Factors Affecting the Selection of a Promotional Mix
Must be carefully analyzed before marketers decide when and where to invest promotional funds
Good, service, image, or idea
Product’s target market
Distribution channels
Product’s company

25. Good, Service, Image, or Idea
Type of product
Convenience goods
Shopping goods
Specialty goods

26. Good, Service, Image, or Idea
Products which are high-tech, require demonstration, are expensive, or require installation should be promoted through personal selling.
SALE!
10% OFF on all small appliances
HARRY’S
HARDWARE
Inexpensive and self-service products can rely on advertising and sales promotion.
This computer is
perfect for you. It
has all the software
pre-installed and a
left-handed mouse!
Product nature

27. Good, Service, Image, or Idea
When you are on-the-go…
…it’s Breakfast-To-Go
Each pocket provides you a delicious breakfast in just two minutes!
New and Improved!
Maturity
Growth
Declining
Stage of life cycle
Introductory

28. Product’s Target Market
Number of Consumers
Geographical Location
Type of Consumer
Spread Over a Wide Area
Close Together
Consumer
Market
Few
Consumers
vs.
Industrial
Market
Many
Consumers
Advertising
Sales Promotion
Publicity
Personal Selling

29. Distribution Channel
INTERMEDIARY BLVD.
DIRECT AVE.
Requires personal
selling and advertising
Requires personal selling
The promotional mix selection is affected by the path that a product takes.

30. Product’s Company Historical Perspective
Businesses often rely on previous use of promotional methods.
Think small.
Less flower.
More power.
1960
1970
1980
1990
2000
Historical Perspective

31. Product’s Company Example: Available Funds
Today, the Wal-Mart corporation has increased its promotional mix to include television, radio, newspapers, special sales bulletins, and a Wal-Mart web site in order to promote its national network.
Wal-Mart started as one small store in Arkansas. In Wal-Mart’s early years, local newspaper advertising and personal selling were all that the small company could afford.
Available Funds

32. Product’s Company Competition
Tony’s Pizza
Kids eat free!
Ange’s Pizza
Free kids’ meals!
Competing businesses use similar promotional mixes and tend to follow the leader.

33. MarkED Acknowledgements Original Developer
Christopher C. Burke, MarkED
Version 1.0
Copyright  2000
MarkED Resource Center

34. Digital-based photography sources:
ADOBE IMAGE LIBRARY;
Retail
Obj. A: #RET_050
Photos copyright Eyewire Inc.
833 Fourth Ave. SW, Suite 800 Calgary, AB, Canada
ART EXPLOSION 250,000;
Obj. A: #MODEL005
Nova Development Corporation
23801 Calabasas Road, Suite 2005
Calabasas, CA 91302

35. Digital-based photography sources:
PHOTODISC, INC.;
Business & Occupations Vol. 7
Obj. A: #7067
Photos copyright PhotoDisc, Inc.
2013 Fourth Ave., Seattle, WA 98121
T/Maker Company;
ClickArt
Obj. A: #PRFTOT007
Photos copyright T/Maker Company; 1390 Villa Street: Mountain View, CA 94041; tel. (415) Copyright 1994, all rights reserved. ClickArt is a registered trademark of T/Maker Company. ClickArt Images copyright by T/Maker Company. All rights reserved.

36. Copyright:
All photographic digital images on this CD are owned by the aforementioned photographic resources or their licensors and are protected by the United States copyright laws, international treaty provisions, and applicable laws. No title to or intellectual property rights to the images on this CD are transferred to you. These sources retain all rights and are not to be used, digitally copied, transferred, or manipulated in any way. To do so is a violation of federal copyright laws.