Advanced Marketing
The Promotional Mix
Promotion Defined
Any form of communication used to
inform & persuade consumers to buy
products or services.
Promotional Mix
Any combination of promotional
activities, including advertising, sales
promotion, personal selling, &
publicity a company will do to inform
& persuade consumers.
4 Promotional Mix Elements
• (1)Advertising: Any paid & nonpersonal
form of communication of an idea, good, or
service.
• Advertising Examples(Media – Avenues
used to advertise):
• Print Ads: Newspapers, magazines, direct mail,
billboards, signage, posters.
• Broadcast Ads: Television & Radio Commercials
• Online Ads: Website Banner Ads, Pop-ups, E-mails
4 Promotional Mix Elements
Cont….
• (2)Sales Promotion: Short term incentives used to
stimulate customers to buy products.
• Examples of Sales Promotions:
• Coupons & Rebates: Offer price reduction or free merchandise
• Free Samples
• Premiums: Items that are given away free with purchase of
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merchandise
Contests: Chance of winning a prize if a task is completed by
the customer.
Sweepstakes: Sign up to win a prize without purchase or task.
Store Displays: Window and interior displays that stimulate
purchases
Free Financing: Borrowing money interest free
4 Promotional Mix Elements
Cont….
• (3)Publicity/Public Relations:
– Publicity: Free & non-personal forms of
communication
– Public Relations: Activities that promote the image and
communications a company has with its employees,
customers, investors, and public.
• Examples of Publicity/Public Relations:
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Press Releases & News Conferences
Newspaper Articles
T.V. News Stories
Radio & T.V. appearances
Company Newsletters
4 Promotional Mix Elements
Cont….
• Personal Selling: Direct or personalized
communication by employees to potential
customers to influence buying decisions &
ensure customer satisfaction.
• Examples of Personal Selling
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Greetings
Sales Help
Employee dress
telemarketing
Promotional Mix & Target Markets
* All promotional activities must be directed towards the target market