1. PROMOTION AND PROMOTIONAL MIX

2. DEFINITION OF PROMOTION
Communication used to inform, persuade and educate prospective customers about a product, service or company.

3. PROMOTION Persuasive communication
Inform prospective customers about products and services
Enhance public image and reputation
Enhance image of product or service as valuable
Educate public about an issue or trend (mostly used by non-profits)

4. TYPES OF PROMOTION
PRODUCT
INSTITUTIONAL

5. PRODUCT PROMOTION
Convince customers to buy a product or service instead of the competitor brand
Promotional activities explain the major features and benefits of the product or service
Identify where it is sold, advertise sales, answer customer questions
Introduce new offerings
Helps companies foster good relationships with existing customers and increase loyalty

6. INSTITUTIONAL PROMOTION
Activities and advertising that creates a positive image of a company or product
Product features and benefits are NOT used in this form of promotion
Examples:
Holiday Budweiser commercial
Sponsorship of charity events- Komen for the Cure

7. PROMOTIONAL MIX
Strategy used by companies to inform and persuade a target market
“Any combination of Advertising, Selling, Publicity, and Sales Promotion”

8. PROMOTIONAL MIX
ADVERTISING
SELLING
PUBLICITY
SALES PROMOTION

9. ADVERTISING Paid communication One-way communication
Broadcast (TV, Internet, Radio)
Print (Newspaper, Magazines, Direct Mail)
Outdoor (Billboards, Marquis)
Transit (Busses)
Social Media

10. SELLING Face-to-face interaction with customer
Persuasive approach – educate and inform about the product/service
The goal is to lead the customer to a correct buying decision for their needs
Business-to-business selling
Business-to-consumer selling

11. PUBLICITY and PUBLIC RELATIONS
Activities that influence a target audience
Creates a favorable image for the company, it’s products, or policies
Cultivate media relations
IMAGE!
Chrysler Eminem Super Bowl Commercial - Imported From Detroit:

12. SALES PROMOTION All marketing activities other than Advertising
Selling
Publicity/PR
Activities that drive product sales
Examples: Coupons, contests, raffles, special events