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Promotional Mix
Note Taking Guide
Promotion is all about companies communicating with its customers.
A business’ total marketing communications program is called the _______________
______. It consists of a blend of advertising, personal selling, sales promotion and public
relations tools.
The Four Main Elements of the Promotional Mix:
(1) __________________________
Any paid form of non-personal communication of ideas or products in the “prime media”
(television, newspapers, magazines, billboard posters, radio, cinema, etc.) Advertising is
intended to persuade and to inform. The two basic aspects of advertising are the
______________ (what you want your communication to say) and the _______________
(how you get your message across).
(2) ___________________________
Oral communication with potential buyers of a product with the intention of making a
sale. The personal selling may focus initially on developing a relationship with the
potential buyer, but will always ultimately end with an attempt to
(3) _________________________
Providing _________________ to customers or to the distribution channel to stimulate
demand for a product.
(4) _____________
The communication of a product, brand or business by placing information about it in the
media without paying for the time or media space directly, otherwise known as
“________________________” or PR.
Advantages and Disadvantages of Each Element of the Promotional Mix
Mix Element
Personal Selling
Sales Promotion
Public Relations