THE PROMOTIONAL MIX
Sports and Entertainment Marketing
Promotion

any form of
communication a
business or
organization uses to
inform, persuade, or
remind people
about its products or
improve its public
image
Product Promotion

used to convince potential customer to buy products
instead of buying from a competitor
 Identifies
where it is sold
 Advertises product sales
 Answers consumer questions
 Introduces new offerings
Institutional Promotion

used by a business to
create a favorable
image for itself, as
opposed to promoting
a product or service
 Does
not directly sell a
certain product, but a
favorable image will
likely increase sales for
a company
Promotional Mix

the combination of the different types of
promotion a business or organizations uses to
promote its products
The Promotional Mix
Direct
Marketing
Sales
Promotion
Advertising
Publicity
Promotional
Mix
Personal
Selling
The Promotional Mix

Advertising – any PAID form of non-personal promotion of ideas,
goods, or services by an identified sponsor

Sales Promotion – a short term incentive to get customers interested in
buying a product

Direct Marketing – marketing activities to sell products directly to
customers through the use of a customer database

Publicity – the FREE mention of a product or company in the media

Personal Selling – direct communication by a salesperson to potential
customers either in person, by telephone, or e-mail
Advertising

Paid communication

One-way communication

Broadcast (TV, Internet, Radio)

Print (Newspaper, Magazines, Direct Mail)

Outdoor (Billboards, Marquis)

Transit (Busses)
Sales Promotion

All marketing activities other than
 Advertising
 Selling
 Publicity/PR

Activities that drive product sales

Examples: Coupons, contests, raffles, special events
Direct Marketing

Marketing activities to sell products directly to
customers through the use of a customer
database
Publicity & Public Relations


Activities that influence a target audience
Creates a favorable image for the company, it’s
products, or policies

Cultivate media relations

IMAGE!
Personal 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
Activity

Promotional Mix Internet Activity