PROMOTIONAL MIX
PROMOTIONAL MIX

Strategy used by companies to inform and persuade a
target market

“Any combination of Advertising, Selling, Publicity, and
Sales Promotion”
PROMOTIONAL MIX

ADVERTISING

SELLING

PUBLICITY

SALES PROMOTION
ADVERTISING
•
Paid communication
•
One-way communication
•
Broadcast (TV, Internet, Radio)
•
Print (Newspaper, Magazines, Direct Mail)
•
Outdoor (Billboards, Marquis)
•
Transit (Busses)
•
Social Media
SELLING

Face-to-face interaction with customer

Persuasive approach – educate and inform about the
product/service

The goal is to lead the customer to a correct buying
decision for their needs

Business-to-business selling

Business-to-consumer selling
PUBLICITY and PUBLIC
RELATIONS

Activities that influence a target audience

Creates a favorable image for the company, it’s products,
or policies

Cultivate media relations

IMAGE!
Chrysler Eminem Super Bowl Commercial - Imported From
Detroit: http://www.youtube.com/watch?v=SKL254Y_jtc
SALES PROMOTION

All marketing activities other than

Advertising

Selling

Publicity/PR

Activities that drive product sales

Examples: Coupons, contests, raffles, special events
ACTIVITY

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