Written by: Stacy Orr and Cheryl Tays GACTAE Resource Network Promotional Mix
Objectives • Define promotion • Define promotional mix • Define and discuss the elements of the promotional mix • Review Target Marketing • Look at T.V. Commercials and identify their target market
What is Promotion? • Promotion- involves all communication activities that inform potential consumers about the existence of goods, services, or ideas and persuades them to buy
Promotional Mix • Promotional Mix- the most effective combination, or blend, of the marketing communication channels that a business uses to send its messages to consumers.
Advertising • Advertising - any paid form of non-personal presentation of ideas, goods or services • Major Media • Television • Direct Mail • Outdoor Advertising • Directories • Radio • Newspaper • Magazines
Personal Selling • Personal Selling- the form of promotion that uses planned, personalized communication in order to influence purchase decisions and to ensure satisfaction.
Publicity • Publicity - a non-personal form of promotion that is not paid for by the individual or company which receives it. • Ex’s: news release, appearance on T.V. Talk shows, mention of charitable activities in print or broadcast media, feature article, press conference
Sales Promotion • Sales promotion - promotional activities other than advertising, personal selling, or publicity, which stimulate purchases. • Ex’s: Displays, Fashion Shows, Coupons, Free Samples, Contests, Novelty Items, Trade Shows, Demonstrations, Exhibits