The Promotion

MIX

Whit is Promotional Mix?

• The Promotional mix is a combination of the different types of promotion.

• Promotion keeps the product in the minds of the customer and helps stimulate demand for the product.

• The ongoing activities of advertising, sales promotion, Public Relations ,personal selling and direct marketing are often considered aspects of promotion.

Advertising

Ingredientsof the

PromotionMix

Ingredientsof the

PromotionMix

Sales Promotion

Personal Selling

Direct Marketing

Public Relations

Advertising

• Any paid form of non-personal presentation and promotion of ideas, goods, or services.

• Reaches large, geographically dispersed audiences, often with high frequency.

• Impersonal; one-way communication

• The major tools are:

Print MediaBroadcast MediaOutdoor MediaInternet & Website

Sales Promotion

• Short-term incentives to encourage the purchase or sale of a product or services.

• Makes use of a variety of formats: Discounts, premiums, coupons, contests, etc.

• Attracts attention, offers strong purchase incentives

• Not effective at building long-term brand preferences

• Stimulates quick response.

Public Relations

• Building good relationships with the company’s various publics (stakeholders,) building up a good corporate image.

• The major tools are Press Releases, Sponsorships , Special Events, Web Pages.

• To enhance the positive aspects and minimize negative factors related to products and organization.

Personal selling

• The personal presentation by the firm’s sales force for the purpose of making sales and building strong customer relationships.

• Most effective tool for building buyers preferences, convictions, and actions.

• Personal interaction allows for feedback and adjustments.

• Relationship-oriented.

Direct Marketing

• Involves making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.

• Many forms: Telephone marketing, direct mail, online marketing, etc.