Download Promotional Mix

Unit 6
Promotion
Chapter 17 Promotional Concepts
and Strategies
Chapter 18 Visual Merchandising
and Display
Chapter 19 Advertising
Chapter 20 Print Advertisements
Chapter
17
Promotion
and Promotional
Mix
Promotional Concepts and
Strategies
• Section 17.1 Promotion and Promotional Mix
• Section 17.2 Types of Promotion
Promotion and Promotional Mix
Key Terms
promotion
product
promotion
institutional
promotion
advertising
direct
marketing
sales
promotion
public relations
news release
publicity
promotional
mix
push policy
pull policy
Objectives
 Explain the role of promotion in business and
marketing
 Identify the various types of promotion
 Distinguish between public relations and
publicity
 Write a news release
 Describe the concept of the promotional mix
Marketing Essentials Chapter 17, Section 17.1
The Concept of Promotion
promotion
Decisions about
advertising,
personal selling,
sales promotion,
and publicity used
to:
Promotion X is _______________ communication.
The goals of promotional activities are summarized
by the phrase ___________:
• Attract ______________
• Build ____________ and ______________
• Ask for ________________
A business uses product promotion to convince
prospects to select its products or services instead
of a competitor’s.
Marketing Essentials Chapter 17, Section 17.1
Product Promotion
Promotional activities include:
• Explain the major _________ and _________
of a product/service
• Identify ______________________________
• _____________________________________
• Answer ______________________________
• Introduce ____________________________
Marketing Essentials Chapter 17, Section 17.1
The Concept of Promotion –
Institutional promotion
Institutional promotion X is a promotion method
used to:
• Create a ___________________ for a business
• Help an organization _____________________
• Take a ________________________________
Although institutional promotion _____________
________________a product or service, it
_______________________ for the company.
Example of institution promotion:
Marketing Essentials Chapter 17, Section 17.1
Types of Promotion in the
Promotional Mix
There are five basic categories of promotion in the
promotional mix:
•
•
•
•
•
Marketing Essentials Chapter 17, Section 17.1
Promotional Mix –
PERSONAL SELLING
Personal selling involves _____________ between
____________ and ___________. This can take
place in the forms of:
• Personal _______________
•
•
•
One of the _____________ forms of promotion.
Usually takes place ____________________
other promotional activities.
Marketing Essentials Chapter 17, Section 17.1
Promotional Mix - ADVERTISING
Advertising X is a form of __________ promotion
and _________ communication in which companies
pay to promote _______, ________, or ________ in
a variety of _________ __________. It can be found
in places including:
It can be found in places including:
•
•
•
•
•
•
Marketing Essentials Chapter 17, Section 17.1
Promotional Mix – DIRECT MARKETING
Direct marketing X is a type of _____________ directed
to a _____________________________ rather than to a
_________ audience.
Two forms are:
• ________________ direct mail
• ________________ direct mail
The goals of direct marketing are to ______________ and
_____________________________ to pursue.
CAN-SPAM Act of 2003:
Marketing Essentials Chapter 17, Section 17.1
Promotional Mix – SALES PROMOTION
Sales promotion represents all marketing activities–
other than ________________, _______________,
and ______________ –that are used to __________
______________________. Its objectives are to:
•
• Inform _________________ about ____________
• Create a _________________________________
Examples include:
Marketing Essentials Chapter 17, Section 17.1
Promotional Mix –
PUBLIC RELATIONS (& Publicity)
Public relations (_____) activities try to create a
_________________ for a __________, its ___________,
or its ___________. They can enable an organization to
_________________________. One of the other goals of
public relations is to
________________________________ who cover a
specific industry.
Example:
3 Audiences for Public Relations:
1.
2.
3.
Marketing Essentials Chapter 17, Section 17.1
Promotional Mix –
PUBLIC RELATIONS (& Publicity)
A news release (also called a press release) is an
_________________ that is sent to ______________. It can
be used to announce _______________________________,
such as news about products, distribution channels, facilities,
partners, revenues, employees, and events.
(A news release is part of PR/Publicity)
Marketing Essentials Chapter 17, Section 17.1
Promotional Mix –
PUBLIC RELATIONS (& Publicity)
NEWS RELEASE – 6 Formatting Guidelines
1.
2.
3.
4.
5.
6.
Marketing Essentials Chapter 17, Section 17.1
Promotional Mix –
PUBLIC RELATIONS (& Publicity)
Publicity is one tactic that PR professionals use. Publicity X
involves bringing _______ or ___________________ about an
organization to the __________ attention. This process is also
known as ______________.
The main function of publicity is to ______________________
___________________________________ in the marketplace.
The placement of publicity is _______ because it often appears
as a media story.
Publicity’s risk is that its _________________________ by the
business that issues it.
Marketing Essentials Chapter 17, Section 17.1
Promotional Mix –
PUBLIC RELATIONS (& Publicity)
Publicity
Advantages:
1.
2.
Disadvantage:
1.
Marketing Essentials Chapter 17, Section 17.1
The Concept of Promotional Mix
A promotional mix is a ____________________________
and a ___________________________________________ a
company uses to _________________________________.
The strategies in the mix are designed to
______________ one another:
• Advertising and direct marketing create _____________
_________________.
• Public relations helps cultivate a _________________ and
_________________.
• Sales promotional activities __________________ and
_______________________.
• Personal selling __________ on all of these efforts by
_________________________.
The Concept of Promotional Mix
push policy
A manufacturer
uses a mix of
personal selling,
advertising, and
buying discounts
to promote a
product to ______
________ that
sell its products.
pull policy
A process that
directs promotion
towards
_____________.
It is important to consider all aspects of the
promotional mix when developing the promotional
budget. There is no precise way to measure the exact
results of spending promotional dollars.
The ______________ of promotion _________ the
product to the retailer. Its main purpose is to
______________________ the promoted product.
The ______________ creates consumer interest
and __________, thereby ___________________
______________ the promoted item.
Marketing Essentials Chapter 17, Section 17.1