Promotional Mix
Promotion LAP 1
Objectives
A. Describe the elements of the promotional mix. B. Explain factors affecting the selection of a promotional mix.
Objective A
Describe the elements of the promotional mix.
Purposes of Promotion
To tell consumers about a companys
Ideas Services Images Goods
Purposes of Promotion
To persuade consumers to buy
Promotions Recipe for Success:
Mix various communication activities together and serve to potential customers until desired outcome is achieved.
Communication Techniques
Advertising Personal selling Publicity Sales promotion
Flynn
The bikes the pros use.
Traveler Magazine
The Top 5 Airlines!
25% Off Coupon
The Combination, or Blend, of Marketing Communication Channels Is Called the...
Advertising
Any paid form of nonpersonal presentation of ideas, images, goods, or services
The most visible element of the promotional mix
Actual cost of advertisement is quite high.
Since many people receive the message, the per contact cost is very low.
The New Barchetta
Diamonds from Desmonds Jewelers are a girls best friend.
Say No to Drugs.
Services Ideas Images Goods
At Techco, were friendly to our customers and the environment.
The Vet for Your Pet
Advertising
Messages can be delivered by:
Television Radio Newspapers Magazines Direct mail Outdoor advertisements Directories The Internet
Personal Selling
Determines client needs/wants and responds through planned, personalized communication that influences purchase decisions and enhances future business opportunities
My budget wont allow me to replace them all at once, but I want them to be compatible.
You might want to consider leasing Are you planning computers. You can on replacing all get free service of your computers and upgrade to a at once? newer model whenever you want!
Selling Disadvantage Selling Advantages
I like the sound We do carry a of this stereo, bookshelf model but I think its a On a per contact basis, with similar little large for sound selling is the most expensive quality. my dorm room.
form of promotion.
Immediate feedback Flexibility
Publicity
Any nonpersonal presentation of ideas, goods, or services that is not paid for by the company or individual which benefits from or is harmed by it Many consumers pay close attention to publicity.
Feel publicity has more credibility because it is not a commercial message
View publicity as news
Example: Mention of a companys charitable activities in print or broadcast media
Ways the Internet Can Be Used as a Source of Publicity
Tae-Bo has really changed my life. Ive lost weight, toned-up, and feel better than ever. -Susie Wells, CA
A company web site can be used to obtain and display positive feedback.
Ways the Internet Can Be Used as a Source of Publicity
OnlineNews.com
Car shopping on the web
Buying a car on the web just got easier! Autobytel.com will help you get the financing, pick out the model, color and extras. Then they provide a quote from a local dealer. All at the touch of a keypad.
A businesss goods, services, or web site might be mentioned in an Internet newsgroup.
Ways the Internet Can Be Used as a Source of Publicity
LINK TO ACME.COM
A company might agree to provide a link to another businesss web site in exchange for the same consideration.
Sales Promotion
Promotional activities other than advertising, personal selling, and publicity which stimulate purchases
Sales promotion activities include:
Visual merchandising or displays ProductCoupons Noveltyrebates Fashion shows Instant items Free samples Trade shows Contests Exhibits demonstrations
Importance of the Promotional Mix
Plays a key role in obtaining and keeping customers Enables businesses to communicate effectively with customers Informs consumers about goods/services and persuades them to buy
Objective B
Explain factors affecting the selection of a promotional mix.
Marketers Try To Create the Ideal Blend of Promotional Activities for Their Businesses.
Publicity Personal selling Sales promotion Must decide which methods will best reach potential customers and communicate desired message Hard to determine effectiveness of the different promotional methods
Advertising magic formula that No marketers use to help design promotional mix
Factors Affecting the Selection of a Promotional Mix
Must be carefully analyzed before marketers decide when and where to invest promotional funds
Products target Good, service, Distribution Products image, or idea company channels market
Good, Service, Image, or Idea
Type of product
Convenience goods
Shopping goods
Specialty goods
Good, Service, Image, or Idea
10% which ProductsOFF are on all small high-tech, require appliances demonstration, are expensive, or require installation should be promoted through personal selling.
Inexpensive and self-service products can rely on advertising and sales promotion. This computer is perfect for you. It has all the software pre-installed and a left-handed mouse!
HARRYS HARDWARE
Product nature
Good, Service, Image, or Idea
When you are on-the-go
its Breakfast-To-Go
Each pocket provides you a delicious breakfast in just Maturity two minutes!
New and Improved!
Growth Introductory
Declining
Stage of life cycle
Products Target Market
Geographical Location Numberof Consumer Type of Consumers
Consumer Close Few Together Market Consumers
vs.
Advertising
Sales Promotion Publicity Personal Selling
Spread Industrial Many Over a Consumers Market Wide Area
Distribution Channel
INTERMEDIARY BLVD. DIRECT AVE.
The promotional mix selection is affected by the path that a product takes.
Requires personal selling Requires personal selling and advertising
Products Company
Businesses often rely on previous use of promotional methods.
Think small.
Less flower. More power.
1960
1970
1980
1990
2000
Historical Perspective
Products Company
Example:
Today, the Wal-Mart corporation Wal-Mart started as one small has increased its promotional mix store in Arkansas. In Wal-Marts to include television, radio, early years, local newspaper newspapers, special sales bulletins, advertising and personal selling and a Wal-Mart web site in order were all that the small company to promote its national network. could afford.
Available Funds
Products Company
Competition
Tonys Pizza
Kids eat free!
Anges Pizza
Free kids meals!
Competing businesses use similar promotional mixes and tend to follow the leader.
MarkED
Acknowledgements
Original Developer Christopher C. Burke, MarkED Version 1.0 Copyright 2000 MarkED Resource Center
Digital-based photography sources:
ADOBE IMAGE LIBRARY; Retail Obj. A: #RET_050 Photos copyright Eyewire Inc. 833 Fourth Ave. SW, Suite 800 Calgary, AB, Canada ART EXPLOSION 250,000; Obj. A: #MODEL005 Nova Development Corporation 23801 Calabasas Road, Suite 2005 Calabasas, CA 91302
Digital-based photography sources:
PHOTODISC, INC.; Business & Occupations Vol. 7 Obj. A: #7067 Photos copyright PhotoDisc, Inc. 2013 Fourth Ave., Seattle, WA 98121 T/Maker Company; ClickArt Obj. A: #PRFTOT007 Photos copyright T/Maker Company; 1390 Villa Street: Mountain View, CA 94041; tel. (415) 962-0195. Copyright 1994, all rights reserved. ClickArt is a registered trademark of T/Maker Company. ClickArt Images copyright 19841994 by T/Maker Company. All rights reserved.
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