Fundamentals of Online
Promotion
Setting the Promotion Mix
Advertising
Reach Many Buyers, Repeat Message
Many Times, Impersonal, Expensive
Personal
Selling
Personal Interaction, Relationship
Building, Most Expensive Promo Tool
Sales
Promotion
Wide Assortment of Tools, Rewards
Quick Response, Efforts Short-Lived
Public
Relations
Very Believable, Dramatize a Company
or Product, Underutilized
Direct
Marketing
Nonpublic, Immediate, Customized,
Interactive
Major Advertising Media Types
Newspapers
Television
Direct mail
Radio
Magazines
Outdoor
Internet
Major Consumer Sales Promotion Tools
Sample - Trial amount of a product
Coupons - Savings when purchasing specified products
Cash Refund - Refund of part of the purchase price
Sweepstakes - Consumers submit their names for a drawing
Patronage Rewards - Cash or other rewards for the use of a certain product
Major Consumer Sales Promotion Tools
Game - Presents consumers with something every time they buy
Premiums - Goods offered free or low cost as an incentive to buy a product
Contests - Consumers submit an entry to be judged
Advertising Specialties - Articles imprinted with an advertiser’s name
given as gifts
Major Consumer
Sales Promotion
Tools
Major Public Relations Tools
News
Web Site
Speeches
Special
Events
Public
Service
Activities
Corporate
Identity
Materials
Written
Materials
Audiovisua
l Materials