Chapter 17 Promotional Concepts and Strategies SECTION 17.1 The Promotional Mix 1 Marketing...

Chapter 17 Promotional Concepts and Strategies

SECTION 17.1SECTION 17.1 The Promotional MixThe Promotional Mix

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Marketing EssentialsMarketing Essentials


Section 17.1 The Promotional Mix



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17.1 ASSIGNMENTASSIGNMENT

Ch 17.1 Assessment

Pg. 304 # 1-5

DUE: Now



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SECTION 17.1SECTION 17.1

What You'll LearnWhat You'll Learn

The role of promotion in marketing

The concept of promotional mix

The characteristics of personal selling and advertising

The nature and scope of publicity

The Promotional MixThe Promotional Mix



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Why It's ImportantWhy It's Important

Since businesses must continually promote their organizations, products, and policies to gain customer acceptance, you will need to learn successful promotional strategies.



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Key TermsKey Terms

promotion

promotional mix

product promotion

institutional promotion

advertising

sales promotion

public relations

publicity

push policy

pull policy



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Promotion is any form of communication a business or organization uses to inform, persuade, or remind people about its products.

Promotional mix is a combination of the different types of promotion. A business decides on the promotional mix that will be most effective in persuading potential customers to purchase its products.

The Concept of the Promotional Mix

Slide 1 of 2



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The Concept of the Promotional Mix

A business uses product promotion to convince potential customers to buy its products instead of buying from a competitor.

Institutional promotion is used by businesses to create a favorable image for themselves, as opposed to promoting specific products or services.

Slide 2 of 2



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17.1 Graphic OrganizerGraphic Organizer

Elements of the Promotional MixFour Basic Types of Promotion

1. Personal 1. Personal SellingSelling

3. Sales 3. Sales PromotionPromotion

2. Advertising2. Advertising

4. Public 4. Public Relations & Relations &

PublicityPublicity



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Types of Promotion

1. Personal Selling

- one of the largest forms of promotion

- designed to complete a sale once a customer is attracted to a business

- one of the most expensive forms of promotion

Slide 2 of 4



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Types of Promotion

2. Advertising

- any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor

- American businesses spend about $200 billion each year on advertising.



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3. Sales Promotion

- includes everything but personal selling, advertising, and public relations

- used to stimulate consumer purchasing and sales effectiveness

- increase sales

- inform customers about new products

- create a positive store or corporate image

Types of Promotion

Slide 3 of 4



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4. Public Relations

- any activity designed to create a favorable image of a business, its products, or its policies.

Types of Promotion



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Publicity - a specific kind of public relations that involves placing positive newsworthy information about a business in the media Advantages Disadvantages - much cheaper - companies cannot than advertising control negative publicity - a mention on the news - can be subjective info is more likely to be depending on the regarded as objective reporting organization

Types of Promotion

Slide4 of 4



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- Most businesses use more than one type of promotion

- Each type of promotion is designed to complement one another

- National advertising is accompanied with local advertising

Coordination of the Promotional Mix



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In large companies, the marketing department

-establishes a promotion budget

-allocates resources

-coordinates the campaign

-determines the right promotional mix for the company

Promotional Budget



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Promotional Budget

In smaller businesses, these responsibilities

-rest with the owner-operator

-are divided among employees

-contracted to outside agencies



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A push policy is used to convince a retailer to stock the products being promoted, pushing the product to the retailer. A push strategy relies heavily on personal selling and promotion at trade shows.

A pull policy is designed to create consumer interest, pulling consumers to the product.

The Push-Pull Concept



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17.1 ASSIGNMENTASSIGNMENT

Worksheet – Ch 17 Sales Promotion

Extra Credit

- Bring in an example of one of the four areas of the promotional mix.

- Attach explanation of the form of promotion being used.

- Give a short presentation to the class.

Up to 5 points EC

Homework – Ch 17 Fact & Idea Review

Pg. 316 # 1- 8



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End of Section 17.1

Marketing EssentialsMarketing Essentials

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Chapter 17 Promotional Concepts and Strategies SECTION 17.1 The Promotional Mix 1 Marketing...

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