PROMOTION AND PROMOTIONAL MIX

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PROMOTIONAND PROMOTIONAL MIX
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Belotes Favorite Ad

• http//www.youtube.com/watch?vkWBhP0EQ1lA

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DEFINITION OF PROMOTION

• Communication used to inform, persuade and
  educate prospective customers about a product,
  service or company.

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PROMOTION

• Persuasive communication
• Inform prospective customers about products and
  services
• Enhance public image and reputation
• Enhance image of product or service as valuable
• Educate public about an issue or trend (mostly
  used by non-profits)

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Types of Promotion

• PRODUCT
• INSTITUTIONAL

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PRODUCT PROMOTION

• Convince customers to buy a product or service
  instead of the competitor brand
• Promotional activities explain the major features
  and benefits of the product or service
• Identify where it is sold, advertise sales,
  answer customer questions
• Introduce new offerings
• Helps companies foster good relationships with
  existing customers and increase loyalty

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INSTITUTIONAL PROMOTION

• Activities and advertising that creates a
  positive image of a company or product
• Product features and benefits are NOT used in
  this form of promotion
• Examples
• Holiday Budweiser commercial
• Sponsorship of charity events- Komen for the Cure

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PROMOTIONAL MIX

• Strategy used by companies to inform and persuade
  a target market
• Any combination of Advertising, Selling,
  Publicity, and Sales Promotion and Direct
  Marketing

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PROMOTIONAL MIX

• ADVERTISING
• SELLING
• PUBLICITY
• SALES PROMOTION
• Direct Marketing

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ADVERTISING

• Paid communication
• One-way communication
• Broadcast (TV, Internet, Radio)
• Print (Newspaper, Magazines, Direct Mail)
• Outdoor (Billboards, Marquis)
• Transit (Busses)
• Social Media

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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

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PUBLICITY and PUBLIC RELATIONS

• Activities that influence a target audience
• Creates a favorable image for the company, its
  products, or policies
• Cultivate media relations
• IMAGE!
• http//www.youtube.com/watch?vSKL254Y_jtc

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SALES PROMOTION

• Stimulation of sales through contests,
  demonstrations, discounts, trade shows, games,
  giveaways, point of sale special offers and
  similar activities that drive product sales
• Aimed at consumer OR distribution channel

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Direct Marketing

• Making direct contact with existing and potential
  customers about a product or business
• Enables to target specific customer with
  personalized message
• Types of direct marketing include e-mail,
  direct mail, mobile marketing, and telemarketing.

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Assignment Identify Promotional Mix of An
Existing Product/Service

• Students work independently or with a partner to
  complete this assignment
• Select a company and a product or service that is
  marketed by that company
• Research the promotional activities for that
  specific product/service using the Internet
• Prepare a PPT presentation to deliver to class
  that identifies the promotional mix of that
  product/service