Promotion

What is Promotion? Communication by marketers that informs, reminds, and persuades potential buyers of a product in order to influence an opinion or elicit a response

Promotional Mix Elements of the Promotional Mix Advertising Personal Selling Public Relations On Line Nabisco Nabisco lists its promotions on its Web site. What do you think the advantages and disadvantages of this are? Visit the site to get more information. Notes: The promotional mix is the combination of promotion tools used to reach the target market and fulfill the organization’s overall goals. Sales Promotion Direct Marketing

Advertising Impersonal, one-way mass communication about a product or organization that is paid for by a marketer

Publicity Public information about a company, good, or service appearing in the mass media as a news item. It is NOT paid for by the marketer, and the company is not identified as the source of the information.

Traditional Advertising Media Television Radio Newspapers Magazines Books Direct mail Billboards Transit cards E-media

Personal Selling The two-way flow of communication between a buyer and seller, often in face-to-face encounter, designed to influence a person’s or group’s purchase decision

Public Relations The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance.

Sales Promotion Marketing activities-other than personal selling, advertising and public relations-that stimulate consumer buying and dealer effectiveness

Sales Promotion Tools Free samples Contests Premiums Trade Shows Vacation Giveaways Coupons

Direct Marketing Direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet

The Communication Process Noise Source Encoding Message Feedback Channel Message Decoding Receiver

The promotional mix