Promotion & The Promotional

Mix

Promotion is persuasive communication. Informs people of products & services. Enhances public image and reputation. Educates the public about issues. AIDA- attract Attention, build Interest & Desire, and ask

for Action. 2 types of promotion:

Product promotion explains features & benefits, identifies where product is sold, advertises sales, answers customer questions. Institutional promotion is used to create a favorable image for a business.

There are 5 basic categories: Personal selling Advertising Direct marketing Sales promotion Public relations

Requires that a company employ sales reps who maintain contact with customers and prospects. One of the costliest forms of promotion. Can take form of personal meetings, telemarketing, e-mail

contact, and correspondence. Typically takes place after, or a result of, other promotional

activities.

Advertising is a form of nonpersonal promotion. Companies pay to promote ideas with a variety of media

outlets. With advertising, a company engages in a one-way

communication to the customer or prospect.

Direct Marketing is a type of advertising directed to a targeted group of customers & prospects, rather than a mass audience. The 2 forms are printed direct mail & electronic direct mail.▪ Usually generates a response from the targeted

customer by making a special offer.▪ Gives recipients an incentive to respond by visiting

a store or Web site.▪ Allows one-way communication with customer;

however, CAN-SPAM Act was passed in 2003.

Sales promotion represents all marketing activities-other than personal selling, advertising, and public relations-that are used to stimulate purchasing and sales. Its objectives are to increase sales, inform potential

customers about new products, and create a positive company image.

Include coupons, product samples, and point-of-purchase displays.

Public relations (PR) activities enable an organization to influence a target audience. Campaigns try to create favorable image for company. News releases, publicity: placement is free, more believable

than advertising.

1. As a class, decide on a business we would like to create!

2. Then, get into groups of 2-3 students. 3. Once in your groups, you will be given one of

the 5 types of promotion. 4. You and your group MUST create an actual

promotion, which you will present to the class at the end of the period!!!