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Promotional Mix Promotion LAP 1.

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Presentation on theme: "Promotional Mix Promotion LAP 1."— Presentation transcript:

1 Promotional Mix Promotion LAP 1

2 Objectives A. Describe the elements of the promotional mix.
B. Explain factors affecting the selection of a promotional mix.

3 Describe the elements of the promotional mix.
Objective A Describe the elements of the promotional mix.

4 To tell consumers about a company’s …
Purposes of Promotion To tell consumers about a company’s … Services Images Ideas Goods

5 To persuade consumers to buy
Purposes of Promotion To persuade consumers to buy

6 Promotion’s Recipe for Success: Mix various communication activities together and serve to potential customers until desired outcome is achieved.

7 Communication Techniques
Advertising Personal selling Publicity Sales promotion The Top 5 Airlines! Traveler Magazine Flynn The bikes the pros use. 25% Off Coupon Zap

8 The Combination, or Blend, of Marketing Communication Channels Is Called the...
Personal Selling Advertising Sales Promotion Publicity Promotional Mix

9 Elements of the Promotional Mix

10 The most visible element of the promotional mix
Advertising Any paid form of nonpersonal presentation of ideas, images, goods, or services The most visible element of the promotional mix

11 Driving Excitement! Actual cost of advertisement is quite high.
The New Barchetta Actual cost of advertisement is quite high. Since many people receive the message, the per contact cost is very low.

12 At Techco, we’re friendly to our customers and the environment.
Diamonds from Desmond’s Jewelers are a girl’s best friend. Say No to Drugs. Ideas Services Goods Images What's Advertised? At Techco, we’re friendly to our customers and the environment. The Vet for Your Pet

13 Messages can be delivered by:
Advertising Messages can be delivered by: Television Radio Newspapers Magazines Direct mail Outdoor advertisements Directories The Internet

14 Personal Selling Determines client needs/wants and responds through planned, personalized communication that influences purchase decisions and enhances future business opportunities You might want to consider leasing computers. You can get free service and upgrade to a newer model whenever you want! My budget won’t allow me to replace them all at once, but I want them to be compatible. Are you planning on replacing all of your computers at once?

15 Selling Disadvantage Selling Advantages
On a per contact basis, selling is the most expensive form of promotion. I like the sound of this stereo, but I think it’s a little large for my dorm room. We do carry a bookshelf model with similar sound quality. Immediate feedback Flexibility

16 Publicity Example: Mention of a company’s charitable activities in print or broadcast media 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

17 Ways the Internet Can Be Used as a Source of Publicity
A company web site can be used to obtain and display positive feedback. “Tae-Bo has really changed my life. I’ve lost weight, toned-up, and feel better than ever.” -Susie Wells, CA

18 Ways the Internet Can Be Used as a Source of Publicity
A business’s goods, services, or web site might be mentioned in an Internet newsgroup. Car shopping on the web Buying a car on the web just got easier! 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.

19 Ways the Internet Can Be Used as a Source of Publicity
LINK TO ACME.COM LINK TO ACME.COM A company might agree to provide a link to another business’s web site in exchange for the same consideration.

20 Sales Promotion Promotional activities other than advertising, personal selling, and publicity which stimulate purchases Sales promotion activities include: Novelty items Fashion shows Trade shows Exhibits Free samples Product demonstrations Instant rebates Visual merchandising or displays Coupons Contests

21 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

22 Explain factors affecting the selection of a promotional mix.
Objective B Explain factors affecting the selection of a promotional mix.

23 Marketers Try To Create the Ideal Blend of Promotional Activities for Their Businesses.
No magic formula that marketers use to help design promotional mix Publicity Personal selling Sales promotion Must decide which methods will best reach potential customers and communicate desired message Advertising Hard to determine effectiveness of the different promotional methods

24 Factors Affecting the Selection of a Promotional Mix
Must be carefully analyzed before marketers decide when and where to invest promotional funds Good, service, image, or idea Product’s target market Distribution channels Product’s company

25 Good, Service, Image, or Idea
Type of product Convenience goods Shopping goods Specialty goods

26 Good, Service, Image, or Idea
Products which are high-tech, require demonstration, are expensive, or require installation should be promoted through personal selling. SALE! 10% OFF on all small appliances HARRY’S HARDWARE 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! Product nature

27 Good, Service, Image, or Idea
When you are on-the-go… …it’s Breakfast-To-Go Each pocket provides you a delicious breakfast in just two minutes! New and Improved! Maturity Growth Declining Stage of life cycle Introductory

28 Product’s Target Market
Number of Consumers Geographical Location Type of Consumer Spread Over a Wide Area Close Together Consumer Market Few Consumers vs. Industrial Market Many Consumers Advertising Sales Promotion Publicity Personal Selling

29 Distribution Channel INTERMEDIARY BLVD. DIRECT AVE. Requires personal selling and advertising Requires personal selling The promotional mix selection is affected by the path that a product takes.

30 Product’s Company Historical Perspective
Businesses often rely on previous use of promotional methods. Think small. Less flower. More power. 1960 1970 1980 1990 2000 Historical Perspective

31 Product’s Company Example: Available Funds
Today, the Wal-Mart corporation has increased its promotional mix to include television, radio, newspapers, special sales bulletins, and a Wal-Mart web site in order to promote its national network. Wal-Mart started as one small store in Arkansas. In Wal-Mart’s early years, local newspaper advertising and personal selling were all that the small company could afford. Available Funds

32 Product’s Company Competition
Tony’s Pizza Kids eat free! Ange’s Pizza Free kids’ meals! Competing businesses use similar promotional mixes and tend to follow the leader.

33 MarkED Acknowledgements Original Developer
Christopher C. Burke, MarkED Version 1.0 Copyright  2000 MarkED Resource Center

34 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

35 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) Copyright 1994, all rights reserved. ClickArt is a registered trademark of T/Maker Company. ClickArt Images copyright by T/Maker Company. All rights reserved.

36 Copyright: All photographic digital images on this CD are owned by the aforementioned photographic resources or their licensors and are protected by the United States copyright laws, international treaty provisions, and applicable laws. No title to or intellectual property rights to the images on this CD are transferred to you. These sources retain all rights and are not to be used, digitally copied, transferred, or manipulated in any way. To do so is a violation of federal copyright laws.


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