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Download Advertising Direct marketing Sales promotion Publicity/PR Personal
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The Promotional Mix Con Stavros The Promotional Mix Advertising Direct marketing Sales promotion Publicity/PR Personal selling Advertising any paid form of nonnon-personal communication about an organisation, idea or product, by an identified sponsor – ability to control message – cost effective way of communicating – can create images and symbolic appeals – can strike responsive chord with audience through creative ads – costs of producing and placing ads are high – difficult to determine effectiveness – problems with clutter 1 Personal Selling direct person to person communication whereby a seller attempts to assist/persuade prospective buyers to purchase a coy’s product or act on a idea – – – – – direct contact allows for communication flexibility can tailor and adapt message to specific needs immediate and direct feedback expensive difficult to have consistent and uniform message Sales Promotion marketing activities that provide extra value or incentive to consumers or middlemen for purchasing a product – provides extra incentive – way of appealing to price sensitive consumers – effects can be measured relatively effectively – shortshort-run – quick gains often at expense of longlong-term brand equity – clutter Publicity / Public Relations nonnon-personal communication about an organisation, product or idea that is not directly paid for or run under identified sponsorship – credible – low cost – generates wordword-ofof-mouth discussion – lack of control – can be negative as well as positive 2 Direct Marketing a system of marketing by which organisations communicate directly with target customers to generate a response and/or transaction – consumers more receptive to convenience based marketing – selective and customised message and market – easiest method to assess effectively – image problem – clutter 3