Promotional Mix

Promotion is all about communication. ‘Promotion is how
marketers communicate with their target markets that include
existing customers and prospective customers’.

Promotional Mix is the process and variety of promotional
methods used to communicate information about a product,
service and product offering.

Reasons for promotion

You need to explain why businesses use promotion. Why is important to
do promotion
‘Promotion can build or destroy a brand, it can change attitudes, and it can
influence the view that society as a whole has of the company and its
products.’
Advertising
Advertising is one of the most important parts of promotion.
The purpose of advertising:
1.
Inform people – make potential customers aware of your
product and benefits
2.
Persuade people to make a purchase – inform people
about the benefits or sell at a lower price
Advertising is made up of:

message – what you want to tell customers

medium – how you choose to advertise
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Sales Promotion

“Sales Promotion is the process of encouraging
customers to buy the products by offering an
incentive”

Price promotion – discount on product e.g. 50p off,
BOGOF, 25% extra free

Coupons – discount or free gift

Competitions – instant win offers in the package

Money refunds – cashback, e.g. mobile phones

Loyalty incentives – collect stamps for a free drink
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Apple Sales Promotion
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Personal Selling

Personal selling is where businesses use people (the “sales
force”) to sell the product after meeting face-to-face with the
customer.

Methods include:

Face to face – saleperson watches body language to adapt sales
pitch

Telephone – listen to customers tone of voice to adapt sales pitch

Email- send attachments of deals to customer

Video or web conferencing – connect all over the world
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Personal Selling
Public Relations
•
Public relation are activities a business does to put
information into the media, but without paying for it
•
Exhibitions – present and display products to get
people interested in buying
•
Sponsorship – pay to display brand at event
(creates a positive image)
•
Press releases – statement sent to journalists to get
them to write something interesting about your
company
Sponsorship
This is the Apple Computer car that raced at the 1980 Le
Mans 24hrs by Allan Moffat for Dick Barbour Racing.
Itunes Festival - PR
Direct Marketing
•
Business communicates directly with the customer
•
Direct Mail – letters posted to the customer giving
information about new products
•
Mail order Catalogues – shows the different
products in comfort of your own home
Direct marketing