1. The Promotion Mix
Presented By: Abel Rodriguez, Adriana Pacheco, Andy Hurtado, ChyvonnePolines , and Sergio Silva

3. Objectives Understand what the promotion mix is
Know what each promotion tool entails
Relate to how companies utilize promotion mix to communicate with market

4. The Promotion Mix Also called marketing communications mix
Consists of specific blend of promotion tools
Companies use to communicate customer value and build customer relationships

5. 5 Major Promotional Tools
Advertising
Sales Promotion
Personal Selling
Public Relations
Direct Marketing

6. Advertising
Advertising- Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
Can include:
–Broadcasting
–Print
–The Internet

7. Advertising Why is advertising important?
–Communicates a vivid and convincing message of value to customers
Advertising objective:
– Specific communication task, delivered to a specific audience at a specific time

8. Types of Advertising Informative Advertising: Persuasive Advertising
–Used when a company is attempting to introduce a new product to the market to make consumers aware of its existence
Persuasive Advertising
–Used to convince customers to purchase a company’s product as opposed to the competition’s
Reminder Advertising
–Used as a reminder and to maintain customer relationships

9. Advertising and the Consumer Decision Making Process
Informative Advertising
Persuasive Advertising
Reminder
Advertising
Dollar Shave Club practices persuasive advertising

10. Developing an Advertising Strategy
An advertising strategy is formed when a company creates an advertising message and picks advertising media.
–Message needs to ‘break through the clutter’
–Strategy behind the message is to use an image, phrase, or a combination of both
–Message execution is the tone, style, words, etc. the that company uses to attract interest and attention from customers. There are many execution styles.
“Our Blades Are Fu**ing Great”

11. Developing an Advertising Strategy
Selecting advertising media consists of:
–Reach, frequency, and impact
–Choose the major media types
–Pick specific media vehicles
–Media timing
Dollar Shave Club did not advertise at first
–Now advertise on television and the radio
–Chose specific channels to run at specific times

12. Evaluating It is difficult to evaluate how effective advertising is
Ways to determine:
–Evaluate sales and profits
–Evaluate communication effects
Dollar Shave Club saw that advertising on television helped raise $9.8 million

13. Sales Promotions
Trade Promotions are tools used to persuade resellers to carry a brand, provide it with shelf space, promote in advertising, and push it to customers.

14. Business Promotions
Sales promotion tools used to generate business leads, create purchases, reward customers and motivate sales people.

15. Consumer Promotions
Short term drop in price or an incentive to motivate the purchase of a product or service.
Consumer Promotions Include- Coupons, Rebates, Samples, Price packs, Event Sponsorships, Point-of-purchase promotions, Contests, and Advertising specialties.
Not as effective at building relationships and brand preference.

16. Personal Selling Involves personal interaction
Includes sales presentations, trade shows, and incentive programs
Most effective promotion tool at certain stages of buying process but most expensive for company
Requires longer-term commitment than advertising
Size of sales force is harder to change

17. Direct Marketing

18. Ways DSC Markets Directly
Direct-response television (DRTV) marketing
Online marketing
Viral marketing
They are a click-only company
They are B-to-C

19. Public Relations Definition Various Types of Public Relations:
Press Relations
Product Publicity
Public Affairs
Lobbying
Investor Relations
Development

20. DSC’s Public Relations

21. Public Affairs

22. What We Learned
Abel: As a person who doesn’t like commercials, I learned to appreciate the advertising process.
Adriana: I learned about all of the tedious components that it takes for a marketer to simply say, “Buy my product!”
Andy: A company does not need to spend so much money on television advertisement to be successful.
Chyvonne: How distinct each element of the promotion mix is and how important each one can be in a different way.
Sergio: With creativity and pizzazz, a company can go ahead and compete with a big company like Gillette.

23. QUESTIONS?

24. References
Pyra, C. (March 10, 2014). COLON CANCER ALLIANCE TEAMS UP WITH DOLLARSHAVECLUB.COM TO WIPE OUT         COLON CANCER. Globenewswire. Retrieved from
Del Rey, J. (October 8, 2013) Dollar Shave Club Lands 12 million Investment to Dramatically Expand Product Portfolio. All Things D. Retrieved from
Forte, D. (April 3, 2014) Dollar Shave Club Improves Mobile Conversions by 126%. MultiChannel Merchant. Retrieved from
Kotler, P. (2014) Principles of Marketing. Pearson Education, Inc.
Kaye, K. (2013).Why YouTube Darling Dollar Shave Club is Buying TV Ads. Retrieved from
Puri, R. (2013). YouTube Legend Dollar Shave Club Says TV Isn’t Dead. Retrieved from