A Presentation on

PROMOTIONAL MIX

Promotional mixPromotion involves disseminating information about a product, product line, brand, or company.

To generate sales and profits, the benefits of products have to be communicated to customers. In marketing this is commonly known as “promotions”.

Purposes of Promotion

To tell consumers about a company’s …

Goods

ServicesImagesIdeas

Purposes of Promotion

To persuade consumers to buy

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•Advertising

•Personal selling

•Publicity

•Sales promotion

Promotional Techniques

The Combination, or Blend, of Marketing Communication Channels Is Called the...

AdvertisingAny paid form of non personal

presentation of ideas, images, goods, or services

The most visible element of the promotional mix

AdvertisingMessages can be delivered by:

• Television• Radio• Newspapers• Magazines• Direct mail• Outdoor

advertisements• Directories• The Internet

Personal SellingDetermines client needs/wants and responds through planned, personalized communication that influences purchase decisions and enhances future business opportunities

Sales Promotion Promotional activities other than advertising,

personal selling, and publicity which stimulate purchases

Sales promotion activities include:

Visual merchandisi

ng or displays

CouponsProduct

demonstrations

Instant rebates

Free samples

Fashion shows

Contest

s

Novelty items

Exhibits

Public relations

Non-paid non-personal stimulation of demand for a product, service, or business unit by planting significant news about it or a favorable presentation of it in the media.

Importance of Promotion 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