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Promotions
Marketing I
What is a promotion?
 In your own words explain what a
promotion is used for and what it is
intended to achieve
What is a promotion?
 Decisions about advertising, personal selling, sales
promotion, and public relations used to attract
customers
 and
 A way to attract potential customers
Types of promotional
Methods
 Product promotion
 A promotional method used by businesses to
convince prospects to select their goods or
services instead of a competitors brands.
 https://www.youtube.com/watch?v=p5Yt30wrbl4
 Or
 Institutional promotion
 A promotional method used to create a favorable
image for a business, help it advocate for change,
or take a stand on trade or community issues.
 http://www.toms.com/tribe
The promotional mix
 Personal Selling
 Advertising
 Direct Marketing
 Sales Promotion
 Public Relations
Personal Selling
 Direct contact to the consumer
 Very expensive
http://www.wingclips.com/movie-clips/the-lorax/selling-air
 Why do you think this is expensive?
Advertising is everywhere
 A form of non personal promotion in which
companies pay to promote ideas, goods, or
services in a variety of media outlets.
Direct Marketing
 A type of advertising that sends a promotional
message to a targeted group of prospects and
customers rather than to a mass audience.
 Examples: mail, email, telemarketing
 Who can name a great and inexpensive way to directly
market a product to a specific target market that I did
not mention above?
Direct Marketing
Sales Promotion
 All marketing activities, other than personal
selling, advertising, and public relations, that
are directed at business or retail customers to
boost sales.
Types of Sales Promotions
 Sales strategies that encourage customers and
prospects to buy a product or service.
 Coupons: A certificate that entitles a customer to a
cash discount on goods or services.
 Premiums: low-cost item given to consumers at a
discount or for free. (free bag with the purchase of
perfume)
 Incentives: A higher-priced product, award, or gift
card that is earned and given away through
contests, sweepstakes, special offers, and
rebates.
Types of Sales Promotions
 Promotional tie ins: Activity that involves sales
promotions between one or more retailers or
manufacturers; also called cross-promotion
or cross-selling.
incentives for repeat purchases, such as a
frequent flyer.
 Kiosk: A point-of-purchase display that is a
stand-alone structure.
Types of Sales Promotions
 Product Samples
 Sponsorships- an athlete, celebrity is paid to be in
commercials. Also paid to be seen using the products
or services.
 https://www.youtube.com/watch?v=NFwDTE4kEE4
 http://www.askmen.com/top_10/sports/top-5sponsorships-in-sports_5.html
Public Relations
 Activities that help an organization to
influence a target audience.
 Examples:
 News release: An announcement sent to the
appropriate media outlets.
 Social media: twitter, Facebook, Instagram post
by a company about a certain event, sale,
coupon, etc…
 Publicity: Bringing news or newsworthy
information about an organization to the publics
attention.
Assignment
 Your job is to find examples of the promotional Mix. You will need to
copy and paste them into a new document in Google Classroom and
turn it in to me.
 2-different Sales promotion (they cannot be the same genre)
 2-advertisements (they cannot be the same genre)
 2- Direct marketing(they cannot be the same genre)
 2-Public relations (they cannot be the same genre)
 This is due @ the end of the period