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Copyright © 2007 South-Western. All rights reserved. Chapter 14 Promoting Products.

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Presentation on theme: "Copyright © 2007 South-Western. All rights reserved. Chapter 14 Promoting Products."— Presentation transcript:

1 Copyright © 2007 South-Western. All rights reserved. Chapter 14 Promoting Products

2 Copyright © 2007 South-Western. All rights reserved. Learning Objectives Promoting Products Optimal MixAdvertising P.R. Selling Promotion Mix

3 Promoting Products Copyright © 2007 South-Western. All rights reserved. The Key Decisions in Running a Business

4 Promoting Products Promotion The act of informing or reminding consumers about a specific product or brand. should increase demand and generate a higher level of sales Copyright © 2007 South-Western. All rights reserved.

5 Promoting Products Copyright © 2007 South-Western. All rights reserved. Promotional Mix Mix Advertising Selling Promotion P.R. Optimal Mix AdvertisingPersonal Selling Sales PromotionPublic Relations

6 Promoting Products Copyright © 2007 South-Western. All rights reserved. Reasons for Advertising Mix Advertising Selling Promotion P.R. Optimal Mix ComparativeReminder Institutional Industry

7 Promoting Products Copyright © 2007 South-Western. All rights reserved. Forms of Advertising Mix Advertising Selling Promotion P.R. Optimal Mix

8 Promoting Products Copyright © 2007 South-Western. All rights reserved. Steps to Personal Selling Mix Advertising Selling Promotion P.R. Optimal Mix

9 Promoting Products Copyright © 2007 South-Western. All rights reserved. Promotion Strategies Mix Advertising Selling Promotion P.R. Optimal Mix Rebates Coupons Sampling Displays Premiums

10 Promoting Products Copyright © 2007 South-Western. All rights reserved. Public Relations Mix Advertising Selling Promotion P.R. Optimal Mix Special Events News Releases Press Conferences

11 Promoting Products Copyright © 2007 South-Western. All rights reserved. Promotional Methods Mix Advertising Selling Promotion P.R. Optimal Mix

12 Promoting Products Copyright © 2007 South-Western. All rights reserved. Target Market Mix Advertising Selling Promotion P.R. Optimal Mix

13 Promoting Products Copyright © 2007 South-Western. All rights reserved. Promotion Budget Mix Advertising Selling Promotion P.R. Optimal Mix Product Life Cycle Competition Economic Conditions

14 Promoting Products Copyright © 2007 South-Western. All rights reserved. Promotion and Performance Mix Advertising Selling Promotion P.R. Optimal Mix

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