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Introduction to Promotional Mix

Introduction to Promotional Mix. Images. Services. Goods. Ideas. Purposes of Promotion. To tell consumers about a company’s …. INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX. The Product Life Cycle. Introduction Stage. Growth Stage. Maturity Stage.

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Introduction to Promotional Mix

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  1. Introduction toPromotional Mix

  2. Images Services Goods Ideas Purposes of Promotion To tell consumers about a company’s …

  3. INTEGRATED MARKETING COMMUNICATIONS—DEVELOPING THE PROMOTIONAL MIX • The Product Life Cycle • Introduction Stage • Growth Stage • Maturity Stage • Decline Stage Slide 18-27

  4. Promotional tools used over the product life cycle of Purina Dog Chow Slide 18-28

  5. Purposes of Promotion To persuade consumers to buy

  6. Promotional Mix The Combination, or Blend, of Marketing Communication Channels Is Called the... Publicity Advertising Sales Promotion Personal Selling Direct Marketing Internet Marketing

  7. Elements of the Promotional Mix

  8. The most visible element of the promotional mix Advertising Any paid form of nonpersonal presentation of ideas, images, goods, or services

  9. Advertising Messages can be delivered by: • Television • Radio • Newspapers • Magazines • Direct mail • Outdoor advertisements • Directories • The Internet

  10. Personal Selling Determines client needs/wants and responds through planned, personalized communication that influences purchase decisions and enhances future business opportunities You might want to consider leasing computers. You can get free service and upgrade to a newer model whenever you want! My budget won’t allow me to replace them all at once, but I want them to be compatible. Are you planning on replacing all of your computers at once?

  11. “Tae-Bo has really changed my life. I’ve 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. Internet Marketing

  12. Advertising on the internet • Banners • Sponsorships • Pop-ups/ Pop-unders • Links • Paid search • ads • Rich media like online commercials, video on demand, etc. • Blogs

  13. Free samples Contests Trade shows Visual merchandising or displays Coupons Product demonstrations Instant rebates Fashion shows Exhibits Sales Promotion • Promotional activities other than advertising, personal selling, and publicity which stimulate purchases • Sales promotion activities include:

  14. What is direct marketing? • Direct marketing is a system of marketing by which organizations communicate directly with target customers to generate a response or transaction. • It may take form of a one-step approach, where the medium is used directly to obtain an order. • While a two-step approach may involve the use of more than one medium. The first effort is designed to screen or qualify potential buyers. The second effort generates the response. For example, telemarketing may be used to screen on the basis of interest, then follow-up to more interested parties with more information may be made.

  15. Database marketing • A database is a list of current as well as potential buyers. • It contains major contact details, history of past transactions, preferences, anniversaries and other important dates, etc. • It makes the task of locating and contacting customers easy.

  16. Direct Marketing Direct Marketing Strategies and Media: One or more than one medium can be used here. • Direct Mail e.g. Credit Cards • Catalogs e.g. Shoppers stop, Amway • Broadcast media: Homeshopping • Telemarketing: credit cards, loans, hotel loyalty programs • E-shopping • Print media (not very popular)

  17. Public relations Public relations is a management function which • evaluates public attitudes, • Identifies the policies and procedures of an organization with the public interest • And executes a program of action to earn public understanding and acceptance. In case of Public relations, the term ‘public’ includes employees of the firm, stockholders and investors, community members, suppliers, customers, media, government and financial groups.

  18. Contd…. • The role of PR can be viewed as a continuum, from the traditional role being solely maintaining mutually beneficial relationships between the organization and its publics • On the other end PR activities are combined with marketing. All non-customer relationships are perceived as necessary only in a marketing context. It is also called Marketing Public Relations (MPR)

  19. MRP Examples • Dr. Vijay Mallya entering the Kingfisher airplanes and interacting with the passengers. • Amir Khan giving the unique Ghajini hair-cut to youth at various places. • Ideally, the PR and the Marketing departments should work in coordination.

  20. Tools for managing PR • Toll-free numbers • PR agencies/ PR personnel • Websites • Social Media • Traditional Media

  21. publicity • Publicity refers to the generation of news about a person, product or service that appears in broadcast or print media. • Publicity is actually a subset of public relations

  22. Publicity vs Public relations • Public relations is a long-term program while publicity is typically a short-term strategy. • Public relations is designed to provide positive information about the firm and is usually controlled by the firm or its agent. While publicity is not always positive and is not always under the control of the organization

  23. Importance of the Promotional Mix • 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

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