1. Chapter 17 Promotional Concepts and Strategies
Section Promotion and Promotional Mix
Section Types of Promotion

2. Objectives Explain Role of Promotion in marketing
Identify Types of Promotion
Understand public relations vs publicity
Describe the promotional mix

3. Five Types of Promotion in Promotional Mix
Personal selling
Advertising
Direct Marketing
Sales Promotion
Public Relations
Product Promotion Activities
Institutional Promotion Activities

4. 1. Personal Selling
Personal selling involves direct contact between salespeople and customers
The costliest form of promotion
Occurs because of other promotion efforts like commercials, ads etc.
This can take place in the forms of:
Personal one-on-one meetings
Telemarketing
Direct s or calls from a sales person
Door to Door Sales

5. 2. Advertising
Advertising is a form of non-personal promotion and one-way communication directed at large audiences (not directed to specific customers but many customers)
It can be found in places that include:
Newspapers and magazines
Television and Web sites
Billboards and city buses

6. 3. Direct Marketing physical mail from a business you frequent
Direct marketing is a type of advertising directed to a targeted group of prospects rather than to a mass audience and generates a response from the customer. Usually customer requested/signed up for these
Generates a Response from the customer and prompts to visit a store, web site, call, or returning a form or
physical mail from a business you frequent
s you have signed up for
Telemarketing
short message service (texting you signed up for)
couponing
Social media you follow/like

7. 4. Sales Promotion
Sales promotion: process of persuading potential customers to buy a product through a short term tactic used to boost sales
Examples:
Discounted Prices. ...
Free Gifts. Fairly self-explanatory. ...
Free Samples. Costco and Sam’s use this method with great success.
Joint Promotions
Vouchers and Coupons
Social Media Contests and Giveaways
**Lasts a limited period of time

8. 4. Sales Promotion Sales promotion objectives are to: Increase sales
Inform customers of new products
Clear out old inventories
Attract traffic
Lift sales temporarily
*Not used to build customer loyalty but can lead to that as a result

9. 5. Public Relations
Public relations (PR) activities that create a favorable image for a company, its products, or its policies
Community Involvement
Charitable events/cause marketing
Scholarships
Speaking Events
Sponsorship of Community Sporting events
Charitable Donations

10. Publicity
Publicity involves bringing news or newsworthy information about an organization to the public’s attention
Sharing company information via the media (TV, radio, internet, newspapers, etc)

11. New Release
A news release a free announcement that is sent to media outlets to announce newsworthy business developments
Examples:
News about products
Distribution channels
Facilities
Partners
Revenues
Employees, and events

12. Promotional Mix Policies:
Manufacturers utilize two different methods of promotional mix:
Push policy
Pull policy

13. Promotional Mix Push Policies:
The push policy of promotion promotes to the retailer, pushing the product to the retailer
purpose is to convince a retailer to stock the promoted product
Use personal selling, advertising, and buying discounts directed toward retailer
Relies heavily on trade shows

15. Promotional Mix Pull Policies:
The pull policy directs promotion toward the consumer. High interest and demand from consumers convinces (pulls) the retailers to stock the promoted item
Uses local advertising, in-store displays, sales promotions and public relations to reach consumers
Consumer samples and demonstrations used

17. Examples of Each Different Type of Promotion
Five Types of Promotion in Promotional Mix
Examples of Each Different Type of Promotion
Public Relations
Company Web Site
Community Involvement
Charity Involvement
Personal selling
Advertising
Direct Marketing
Sales Promotion