1. Promotion

2. What is Promotion?
Communication by marketers that informs, reminds, and persuades potential buyers of a product in order to influence an opinion or elicit a response

3. Promotional Mix Elements of the Promotional Mix Advertising
Personal Selling
Public Relations
On Line
Nabisco
Nabisco lists its promotions on its Web site. What do you think the advantages and disadvantages of this are? Visit the site to get more information.
Notes: The promotional mix is the combination of promotion tools used to reach the target market and fulfill the organization’s overall goals.
Sales Promotion
Direct Marketing

4. Advertising
Impersonal, one-way mass communication about a product or organization that is paid for by a marketer

5. Publicity
Public information about a company, good, or service appearing in the mass media as a news item. It is NOT paid for by the marketer, and the company is not identified as the source of the information.

6. Traditional Advertising Media
Television
Radio
Newspapers
Magazines
Books
Direct mail
Billboards
Transit cards
E-media

7. Personal Selling
The two-way flow of communication between a buyer and seller, often in face-to-face encounter, designed to influence a person’s or group’s purchase decision

8. Public Relations
The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance.

9. Sales Promotion
Marketing activities-other than personal selling, advertising and public relations-that stimulate consumer buying and dealer effectiveness

10. Sales Promotion Tools Free samples Contests Premiums Trade Shows
Vacation Giveaways
Coupons

11. Direct Marketing
Direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet

12. The Communication Process
Noise
Source
Encoding Message
Feedback
Channel
Message
Decoding
Receiver

13. The promotional mix