Presentation on theme: "Section 17.1 The Promotional Mix"— Presentation transcript:
1 Section 17.1 The Promotional Mix Marketing Essentialsn Chapter 17 Promotional Concepts and StrategiesSection The Promotional Mix
2 ASSIGNMENT17.1Ch 17.1 AssessmentPg. 304 # 1-5DUE: Now
3 The Promotional Mix SECTION 17.1 The role of promotion in marketing What You'll LearnThe role of promotion in marketingThe concept of promotional mixThe characteristics of personal selling and advertisingThe nature and scope of publicity
4 The Promotional Mix SECTION 17.1 Why It's ImportantSince businesses must continually promote their organizations, products, and policies to gain customer acceptance, you will need to learn successful promotional strategies.
6 The Promotional Mix SECTION 17.1 The Concept of the Promotional Mix 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.Slide 1 of 2
7 The Promotional Mix SECTION 17.1 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
8 Graphic Organizer 17.1 Elements of the Promotional Mix Four Basic Types of PromotionThe Promotional Mix1. Personal Selling2. Advertising3. Sales Promotion4. Public Relations &Publicity
9 The Promotional Mix SECTION 17.1 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 promotionSlide 2 of 4
10 Types of Promotion2. 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.
11 The Promotional Mix SECTION 17.1 Types of Promotion 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 imageSlide 3 of 4
12 Types of Promotion4. Public Relations- any activity designed to create a favorable image of a business, its products, or its policies.
13 The Promotional Mix SECTION 17.1 Types of Promotion Publicity - a specific kind of public relations that involves placing positive newsworthy information about a business in the mediaAdvantages Disadvantages- much cheaper companies cannotthan advertising control negative publicity- a mention on the news can be subjective infois more likely to be depending on theregarded as objective reporting organizationSlide4 of 4
14 The Promotional Mix SECTION 17.1 Coordination of the Promotional Mix - Most businesses use more than one type of promotionEach type of promotion is designed to complement one another- National advertising is accompanied with local advertising
15 The Promotional Mix SECTION 17.1 Promotional Budget In large companies, the marketing departmentestablishes a promotion budgetallocates resourcescoordinates the campaigndetermines the right promotional mix for the company
16 Promotional BudgetIn smaller businesses, these responsibilities-rest with the owner-operator-are divided among employees-contracted to outside agencies
17 The Promotional Mix SECTION 17.1 The Push-Pull Concept 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.
18 ASSIGNMENT 17.1 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 ECHomework – Ch 17 Fact & Idea ReviewPg. 316 # 1- 8