Intro to Marketing

Mr. Bernstein

Promotion and the Promotional Mix, pp 362-369

October 17, 2014

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Intro to MarketingMr. Bernstein

PromotionsCommunication aimed at target market:

Urge customers to buy your productsBuild more positive relationship with customersIs directly linked to your image

Promotion Strategy coordinates all aspects of promotion by planning and selecting the right mix of activities

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Intro to MarketingMr. Bernstein

Promotions

Promotional Elements

Advertising

Publicity

Sales Promotions

Personal Selling

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Intro to MarketingMr. Bernstein

The Promotional MixDifferent types of products tend to have success with different elements of the promotional mix Marketing firms or departments search for the most cost effective methods of promotionSome forms of the promotional mix require different personal skill sets than others

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Intro to MarketingMr. Bernstein

The Promotional Mix: AdvertisingNewspapersMagazinesDirect MailOutdoor Advertising (ie Billboards)Directories (ie Yellow Pages)Transit Advertising (ie subway cars)TelevisionRadioInternet*Clothing and other labeled items

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Intro to MarketingMr. Bernstein

The Promotional Mix: PublicityPlacement in the media newsworthy items about your

company or productCommunity Service eventsMagazine articles, TV shows, interviews, newsletters,

websiteMovie or TV rolesFor many athletes or entertainers, every public appearance is publicity – dinner, kids games, etc.

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Intro to MarketingMr. Bernstein

The Promotional Mix: Sales PromotionGiveaways – caps, keychains, posters, etc…everyone loves a freebie...often co-branded with manufacturer or sponsorDisplays – “POP” displays and vendors in stadiumsPremiums – bundling with a bonus product, such as backstage access or pregame tour for groupsDiscounts – Multi-game packages for live games or TVContests – i.e. “The Halfcourt Shot”Special Events – “Old Timer’s Night”, “Family Night”, etc.

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Intro to MarketingMr. Bernstein

The Promotional Mix: Personal SellingEffective when pricing is negotiatedEffective when products are relatively complexThere is followup contact after the sale to build a

relationshipCustomers typically want specific and/or detailed

informationPurchases have high dollar amounts