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

The Vet for Your

Pet

At Techco,
were
friendly to
our
customers
and the
environment.

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
SellingDisadvantage
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 quality.
selling
is
the
most
expensive
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
Product
merchandising
Novelty
Fashion
Instant
Free
Trade
Contests
Coupons
Exhibits
demonstrations
samples
rebates
shows
items
shows
or displays

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

Advertising
No magic formula that
marketers use to help
design promotional mix

Must decide which methods will

best reach potential customers and
communicate desired message
Hard to determine effectiveness of the
different promotional methods

Factors Affecting the Selection of a

Promotional Mix
Must be carefully
analyzed before
marketers decide when
and where to invest
promotional funds

Products
Good,
Distribution
Products
service,
target
image,
company
channels
market
or idea

Good, Service, Image, or Idea

Type of product

Convenience goods

Shopping goods

Specialty goods

Good, Service, Image, or Idea

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!

10% OFF
Products
which are
on all small
high-tech,
require
appliances are
demonstration,
expensive, or require
installation should be
promoted through
personal selling.

HARRYS
HARDWARE

Product nature

Good, Service, Image, or Idea

When you are on-the-go

New and
Improved!

its Breakfast-To-Go
Each pocket provides
you a delicious
breakfast in just
Maturity
two minutes!

Growth
Introductory

Declining

Stage of life cycle

Products Target Market

Geographical
Number
Type ofofConsumer
Consumers
Location

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.

The promotional
mix selection is
affected by the
path that a
product takes.

DIRECT AVE.

Requires
personal
selling
Requires
personal
selling and advertising

Products Company
Businesses often rely on previous
use of promotional methods.

Less flower. More power.

Think small.

1960

1970

1980

1990

Historical Perspective

2000

Products Company
Example:
Today, the Wal-Mart corporation Wal-Mart started as one small
has increased its promotional mixstore 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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