1. Promotional Mix
Marketing 1

2. PERSUADE*REMIND*INFORM
Promotional Goals
Main Goal is to increase Sales
Increase Customer Usage
Maintain Customer Loyalty
Build a Fan Base
Educate Potential Customers
Overcome the resistance of hesitant first- time buyers
PERSUADE*REMIND*INFORM

3. PERSUADE*REMIND*INFORM
Promotional Mix
4 Elements of Promotion
Advertising
Sales Promotion
Publicity
Personal Selling
PERSUADE*REMIND*INFORM

4. 1. Advertising
A paid form of communication delivered to the consumers by a product maker or seller.

5. 2. Sales Promotions
An additional incentive offered for a limited amount of time to encourage consumers to buy products.
Generate initial interest
Drive short-term cash flow
Sell out excess inventory

6. 3. Publicity
Unpaid media attention, whether negative or positive, about a business and its products, services or events.

7. In person, face-to-face communication between a seller and a customer.
4. Personal Selling
In person, face-to-face communication between a seller and a customer.

8. 2 Types of Promotions
Product Promotion
Institutional Promotion

9. 1. Product Promotion Message focuses on specific product
Includes long-term product branding
Short-term sales promotions
Goal is to communicate, then reinforce the value of your product

10. 2. Institutional Promotion
Used to convey your company’s brand message to target customers
Develop a strong reputation / brand
Communicate the distinct values of the company

11. Group Activity
Ace / #7
2’s
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12. Promotional Groups Group Activities:
Your group has created a Broadway show about Briar Woods Activities, how will you use the promotional mix to sell tickets and create a buzz
Provide 3 examples of products that are best purchased through Personal Selling
Provide 3 examples of Publicity occurring within the sports world – can be positive or negative
Brainstorm 3 products that you bought within the past year because of a Sales Promotion
Advertising for a Movie, discuss ways to advertise to your target market, How would the film producers know if the advertising was effective?
Brainstorm a product or service that would benefit from promotion through Twitter