1. Promotional Concepts & Strategies
17.1 Promotional Mix
17.2 Types of Promotion

2. Promotion in Marketing
Product Promotion
Promotional method business use to convince potential customers to buy their goods or services instead of a competitors.
Institutional Promotion
Promotional methods used to create a favorable image for a business. Helps to build goodwill and reputation.
Promotion in Marketing
Promotion: Pro.mo.tion, noun,:
One of the 4 P’s of Marketing. Any activity that helps in the exposure or sale of a product.
Goals of Promotion are summed up by AIDA acronym – Attract Attention, Build Interest & Desire, Ask for Action

3. Types of Promotion Personal Selling
Requires Sales Representatives to generate and maintain direct contact with prospects and customers. Most expensive form of promotion, typically takes place after other methods have been tried.
Types of Promotion
Promotional Mix: Pro.mo.tion Mix, noun,:
Cost Effective combination of personal selling, advertising, direct marketing, sales promotion & public relations strategies used to reach company goals.

4. Types of Promotion Advertising Advertising: Ad.ver.tis.ing, noun,:
Advertising is found everywhere! Billboards, brochures, internet, magazines, receipts, radio, TV, busses, menus, receipts, everything now a days is used for advertising!
Types of Promotion
Advertising: Ad.ver.tis.ing, noun,:
Form of non personal promotion in which companies pay to promote ideas goods, or services.

5. Types of Promotion Direct Marketing
Examples: Direct mail & Telemarketing
New Wave of Direct Marketing: E-Marketing!
Any promotion that is delivered via the internet such as: search engine marketing, mobile apps, social media, etc.
Types of Promotion
Direct Marketing: Dir.ect.mar.ket.ing, noun,:
Form of promotion that addresses individuals directly, and not through a 3rd party medium (TV, Radio, Internet) .

6. Types of Promotion Sales Promotion Sales Promotion: noun,:
Coupons, money-off promotions, competitions, product samples, and point-of-purchase displays
Objective of Promotion: Increase sales, inform potential customers about new products, and create a positive image.
Types of Promotion
Sales Promotion: noun,:
All marketing activities that are directed at business or retail customers to boost sales

7. Types of Promotion Public Relations Public Relations: noun,:
Influence general opinion and create favorable public image for a person, organization, or a company, its products and policies.
Types of Promotion
Public Relations: noun,:
Activities help an organization to influence a target audience.

8. Promotional Mix Promotional Mix & Budget
Most businesses will use more than one type of promotion to achieve their goals.
They will use a cost-effective mix of strategies that include, advertising, selling, sales promotions, direct marketing, and public relations strategies.
Promotional Mix

9. Push & Pull Concept Push Concept Pull Concept
Manufacturers push the product through the distribution channel to the retailer. Particularly helpful with products that do not have a strong brand identity.
Push & Pull Concept
Pull Concept
Enticing or pulling consumers into the store to buy the product. Half-off deals or clearance sales bring people to the store. Designed to create interest and demand.
For example, iPods, & iPhones always sell out! See the line to get in?

10. Types of Promotion Slotting Allowance
Cash premium paid by a manufacturer to a retailer to help the retailer cover the costs of placing the product on the shelves.
Types of Promotion

11. Also, don’t forget about online coupon codes!
Coupons
Used to introduce new products, enhance sales, and to encourage retailers to stock and display both.
Also, don’t forget about online coupon codes!
Types of Promotion
Coupons: cou.pon, noun,:
Certificates that entitle customers to cash discounts on goods or services.

12. Types of Promotion Premiums Premiums: pre.mi.um, noun,:
Designed to increase sales by building product loyalty and attracting new customers. Grouped into 3 categories: Factory packs, traffic builders, and coupon plans.
Types of Promotion
Premiums: pre.mi.um, noun,:
Giveaways are low-cost items given to consumers at a discount or for free

13. Contests, Sweepstakes, Special offers, & Rebates
Incentives
Contests, Sweepstakes, Special offers, & Rebates
Types of Promotion
Incentives: in.cen.tive, noun,:
Generally higher-priced products, awards, or gift cards that are earned and given away through contests, sweepstakes, special offers, and rebates

14. Types of Promotion Promotional Tie-Ins, Cross-Promotion, Cross-Selling
Partners combine their advertising and sales promotional activities to conduct a promotion that will create additional sales for each partner.
Types of Promotion
Promotional tie-ins: noun,:
Activities that involve sales promotions between one or more retailers or manufacturers

15. Types of Promotion Product Placement
Consumer promotion that involves the verbal mention or appearance of a brand-name product in a tv series, movie, or event.
Types of Promotion

16. Sales Promotion Loyalty Marketing Programs
Each purchase allows the customer to accumulate points for every purchase. They can be used for discounts, free items, etc.
Sales Promotion
Loyalty Marketing Programs: noun,:
Reward customers by offering incentives for repeat purchases