1. Section 17.1 The Promotional Mix
Marketing Essentials
n Chapter 17 Promotional Concepts and Strategies
Section The Promotional Mix

2. ASSIGNMENT
17.1
Ch 17.1 Assessment
Pg. 304 # 1-5
DUE: Now

3. The Promotional Mix SECTION 17.1 The role of promotion in marketing
What You'll Learn
The role of promotion in marketing
The concept of promotional mix
The characteristics of personal selling and advertising
The nature and scope of publicity

4. The Promotional Mix SECTION 17.1
Why It's Important
Since businesses must continually promote their organizations, products, and policies to gain customer acceptance, you will need to learn successful promotional strategies.

5. The Promotional Mix SECTION 17.1 promotion promotional mix
Key Terms
promotion
promotional mix
product promotion
institutional promotion
advertising
sales promotion
public relations
publicity
push policy
pull policy

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 Promotion
The Promotional Mix
1. Personal Selling
2. Advertising
3. Sales Promotion
4. 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 promotion
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10. Types of Promotion
2. 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 image
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12. Types of Promotion
4. 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 media
Advantages Disadvantages
- much cheaper companies cannot
than advertising control negative publicity
- a mention on the news can be subjective info
is more likely to be depending on the
regarded as objective reporting organization
Slide4 of 4

14. The Promotional Mix SECTION 17.1 Coordination of the Promotional Mix
- Most businesses use more than one type of promotion
Each 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 department
establishes a promotion budget
allocates resources
coordinates the campaign
determines the right promotional mix for the company

16. Promotional Budget
In 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 EC
Homework – Ch 17 Fact & Idea Review
Pg. 316 # 1- 8

19. Marketing Essentials
End of Section 17.1