Download Advertising Direct marketing Sales promotion Publicity/PR Personal

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
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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
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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
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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
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