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Transcript
PROMOTIONAL MIX PROMOTIONAL MIX Strategy used by companies to inform and persuade a target market “Any combination of Advertising, Selling, Publicity, and Sales Promotion” PROMOTIONAL MIX ADVERTISING SELLING PUBLICITY SALES PROMOTION ADVERTISING • 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! Chrysler Eminem Super Bowl Commercial - Imported From Detroit: http://www.youtube.com/watch?v=SKL254Y_jtc SALES PROMOTION All marketing activities other than Advertising Selling Publicity/PR Activities that drive product sales Examples: Coupons, contests, raffles, special events ACTIVITY Complete PowerPoint
