Download 03-1 Promotional Mix 1_-_promotional_mix

Objectives:
Understand the process of promotion
Identify the types of Promotion
Understand the procedure to determine Promotional Mix
Text Books needed today
Read pages 362 – 365
As always, while reading write down thoughts,
questions, terms you want more information about, etc.
Promotion
= persuasive communication
Process of Promotion . . . .
1.
2.
3.
4.
Attract attention
Build interest
Build desire
Ask for action
Types of Promotion
Personal selling – use of sales representatives who generate direct
contact with customers or prospects
Advertising – one-way communication about a product with a
potential customer
Direct Marketing – promotional message to a specific group of
customers (print, phone, email or text)
Sales promotion – activities directed at retail customers or business
(industrial) to boost sales
Public Relations – activities that enable an organization to influence
a target market
Promotional Mix
The promotional activities chosen to
promote a particular product
Different types of promotion appeal to and reach different
members (segmentation) of a target market.
The Procedure used to determine Promotional Mix . . . .
Analyze
Product
Utilities
Connect to
Market
Segmentation
Promotional
Mix Choices
Table Assignment
1) Pick a specific product.
2) Brainstorm ways you believe the Promotional Mix (from list below) is used
3) Write your ideas down on your notes
4) Select someone to share with the entire class
• Personal selling – use of sales representatives who generate direct contact
with customers or prospects
• Advertising – one-way communication about a product with a potential
customer
• Direct Marketing – promotional message to a specific group of customers
(print or email)
• Sales promotion – activities directed at business or retail customers to boost
sales
• Public Relations – activities that enable an organization to influence a target
market