Promotional Mix

Written by: Stacy Orr and Cheryl Tays GACTAE Resource Network

Objectives

Define promotion

Define promotional mix

Define and discuss the elements of the promotional mix

Review Target Marketing

Look at T.V. Commercials and identify their target market

What is Promotion?

PromotionPromotion - involves all communication activities that inform potential consumers about the existence of goods, services, or ideas and persuades them to buy

Promotional Mix

Promotional MixPromotional Mix - the most effective combination, or blend, of the marketing communication channels that a business uses to send its messages to consumers.

Advertising

Advertising - any paid form of non-personal presentation of ideas, goods or servicesMajor Media Television Direct Mail Outdoor Advertising Directories Radio Newspaper Magazines

Personal Selling

Personal SellingPersonal Selling - the form of promotion that uses planned, personalized communication in order to influence purchase decisions and to ensure satisfaction.

Publicity

Publicity - a non-personal form of promotion that is not paid for by the individual or company which receives it.

Ex’s: news release, appearance on T.V. Talk shows, mention of charitable activities in print or broadcast media, feature article, press conference

Sales Promotion

Sales promotion - promotional activities other than advertising, personal selling, or publicity, which stimulate purchases.

Ex’s: Displays, Fashion Shows, Coupons, Free Samples, Contests, Novelty Items, Trade Shows, Demonstrations, Exhibits