Promotional Mix

1
Promotional Mix

• Written by Stacy Orr and Cheryl Tays
• GACTAE Resource Network

2
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

3
What is Promotion?

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

4
Promotional Mix

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

5
Advertising

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

6
Personal Selling

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

7
Publicity

• Publicity - a non-personal form of promotion that
  is not paid for by the individual or company
  which receives it.
• Exs news release, appearance on T.V. Talk
  shows, mention of charitable activities in print
  or broadcast media, feature article, press
  conference

8
Sales Promotion

• Sales promotion - promotional activities other
  than advertising, personal selling, or publicity,
  which stimulate purchases.
• Exs Displays, Fashion Shows, Coupons, Free
  Samples, Contests, Novelty Items, Trade Shows,
  Demonstrations, Exhibits