Marketing Mix:Promotion Part 1BUSI-141 Principles of MarketingProfessor Conrad

What We Will Cover Today• What is Promotions• Integrated Marketing Communications (IMC)• The Communication Model• Traditional Promotional Mix• Promotional Planning• Sales Promotions

What is Promotions? (pg 398-400)

• Coordination of marketing communication efforts to influence attitudes or behavior• Performs one or more roles:• Informs• Reminds• Persuades• Builds

Integrated Marketing Communications (IMC)

• Plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences

• Because consumers come in contact with a brand in many different ways, all messages must be the same to avoid confusing the consumer

Find Examples of IMC

Communication Environment

NOISE

Pgs. 400 - 402

The Traditional Promotional Mix (pgs 402 – 403)

Advertising Sales Promotions

Public Relations

Personal Selling

Direct Marketing

Word of Mouth

Promotional Planning (pgs. 404 – 409)

Identify Target Audience

Establish Objectives

Set Budget

Design Mix

Evaluate

Sales Promotions (pgs 428 – 431)

• Programs that marketers design to build interest in or encourage purchase of a good or service during a specified period

• Paid promotion• More useful to meet an immediate objective• Needed due to • Shift in power in channels (Walmart)• Decreased customer loyalty

• Two categories• Consumer-oriented• Trade-oriented

Sales Promotions (pgs

428 – 431)

Consumer Sales

Promotions

Price Based• Coupons• Price Deals• Rebates/Refunds• Frequency programs• Special/bonus packs

Attention-Getting• Contests/Sweepstakes• Premiums• Sampling

Find Examples of Consumer Sales Promotions

CouponsLoyalty Program

Rebates/RefundsPrice-OffContest/SweepstakesBonus Packs

Premiums

Samples