Download PROMOTION

PROMOTION
AND
PROMOTIONAL MIX
Review for Advanced Marketing
DEFINITION OF PROMOTION
• Communication used to inform, persuade and educate
prospective customers about a product, service or company.
PROMOTION
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Persuasive communication
Inform prospective customers about products and services
Enhance public image and reputation
Enhance image of product or service as valuable
Educate public about an issue or trend (mostly used by nonprofits)
Types of Promotion
• PRODUCT
• INSTITUTIONAL
PRODUCT PROMOTION
• Convince customers to buy a product or service instead of the
competitor brand
• Promotional activities explain the major features and benefits
of the product or service
• Identify where it is sold, advertise sales, answer customer
questions
• Introduce new offerings
• Helps companies foster good relationships with existing
customers and increase loyalty
INSTITUTIONAL
PROMOTION
• Activities and advertising that creates a positive image of a
company or product
• Product features and benefits are NOT used in this form of
promotion
• Examples:
• Holiday Budweiser commercial
• Sponsorship of charity events- Komen for the Cure
PROMOTIONAL MIX
• Strategy used by companies to inform and persuade a target
market
• “Any combination of Advertising, Selling, Publicity, and Sales
Promotion and Direct Marketing”
PROMOTIONAL MIX
• ADVERTISING
• SELLING
• PUBLICITY
• SALES PROMOTION
• Direct Marketing
ADVERTISING
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Paid communication
One-way communication
Broadcast (TV, Internet, Radio)
Print (Newspaper, Magazines, Direct Mail)
Outdoor (Billboards, Marquis)
Transit (Busses)
Social Media
SELLING
• Face-to-face interaction with customer
• Persuasive approach – educate and inform about the
product/service
• The goal is to lead the customer to a correct buying decision
for their needs
• Business-to-business selling
• Business-to-consumer selling
PUBLICITY and PUBLIC
RELATIONS
• Activities that influence a target audience
• Creates a favorable image for the company, it’s products, or
policies
• Cultivate media relations
• IMAGE!
http://www.youtube.com/watch?v=SKL254Y_jtc
SALES PROMOTION
• Stimulation of sales through contests, demonstrations,
discounts, trade shows, games, giveaways, point of
sale special offers and similar activities that drive
product sales
• Aimed at consumer OR distribution channel
Direct Marketing
• Making direct contact with existing
and potential customers about a
product or business
• Enables to target specific customer
with personalized message
• Types of direct marketing include:
e-mail, direct mail, mobile
marketing, and telemarketing.
Assignment:
Identify Promotional Mix of An
Existing Product/Service
• Students work independently or with a partner to
complete this assignment
• Select a company and a product or service that is
marketed by that company
• Research the promotional activities for that specific
product/service using the Internet
• Prepare a PPT presentation to deliver to class that
identifies the promotional mix of that product/service