Promotional Mix Powerpoint
Promotional Mix Powerpoint
Promotional Mix Powerpoint
Promotion LAP 1
Objectives
A. Describe the elements of the promotional mix. B. Explain factors affecting the selection of a promotional mix.
Objective A
Describe the elements of the promotional mix.
Purposes of Promotion
To tell consumers about a companys
Purposes of Promotion
To persuade consumers to buy
Mix various communication activities together and serve to potential customers until desired outcome is achieved.
Communication Techniques
Advertising Personal selling Publicity Sales promotion
Flynn
The bikes the pros use.
Traveler Magazine
Advertising
Any paid form of nonpersonal presentation of ideas, images, goods, or services
Say No to Drugs.
Advertising
Messages can be delivered by:
Television Radio Newspapers Magazines Direct mail Outdoor advertisements Directories The Internet
Personal Selling
Determines client needs/wants and responds through planned, personalized communication that influences purchase decisions and enhances future business opportunities
My budget wont allow me to replace them all at once, but I want them to be compatible.
You might want to consider leasing Are you planning computers. You can on replacing all get free service of your computers and upgrade to a at once? newer model whenever you want!
form of promotion.
Publicity
Any nonpersonal presentation of ideas, goods, or services that is not paid for by the company or individual which benefits from or is harmed by it Many consumers pay close attention to publicity.
Feel publicity has more credibility because it is not a commercial message
View publicity as news
Tae-Bo has really changed my life. Ive lost weight, toned-up, and feel better than ever. -Susie Wells, CA
A company web site can be used to obtain and display positive feedback.
LINK TO ACME.COM
A company might agree to provide a link to another businesss web site in exchange for the same consideration.
Sales Promotion
Promotional activities other than advertising, personal selling, and publicity which stimulate purchases
Visual merchandising or displays ProductCoupons Noveltyrebates Fashion shows Instant items Free samples Trade shows Contests Exhibits demonstrations
Plays a key role in obtaining and keeping customers Enables businesses to communicate effectively with customers Informs consumers about goods/services and persuades them to buy
Objective B
Explain factors affecting the selection of a promotional mix.
Marketers Try To Create the Ideal Blend of Promotional Activities for Their Businesses.
Publicity Personal selling Sales promotion Must decide which methods will best reach potential customers and communicate desired message Hard to determine effectiveness of the different promotional methods
Advertising magic formula that No marketers use to help design promotional mix
Products target Good, service, Distribution Products image, or idea company channels market
Convenience goods
Shopping goods
Specialty goods
Inexpensive and self-service products can rely on advertising and sales promotion. This computer is perfect for you. It has all the software pre-installed and a left-handed mouse!
HARRYS HARDWARE
Product nature
its Breakfast-To-Go
Each pocket provides you a delicious breakfast in just Maturity two minutes!
Growth Introductory
Declining
vs.
Advertising
Sales Promotion Publicity Personal Selling
Distribution Channel
INTERMEDIARY BLVD. DIRECT AVE.
The promotional mix selection is affected by the path that a product takes.
Products Company
Businesses often rely on previous use of promotional methods.
Think small.
1960
1970
1980
1990
2000
Historical Perspective
Products Company
Example:
Today, the Wal-Mart corporation Wal-Mart started as one small has increased its promotional mix store in Arkansas. In Wal-Marts to include television, radio, early years, local newspaper newspapers, special sales bulletins, advertising and personal selling and a Wal-Mart web site in order were all that the small company to promote its national network. could afford.
Available Funds
Products Company
Competition
Tonys Pizza
Kids eat free!
Anges Pizza
Free kids meals!
Competing businesses use similar promotional mixes and tend to follow the leader.
MarkED
Acknowledgements
Original Developer Christopher C. Burke, MarkED Version 1.0 Copyright 2000 MarkED Resource Center
Copyright:
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