Chapter 11.2
IB - Promotion
The Promotional Mix
Four main components:
1. Advertising
2. Personal Selling
3. Sales Promotion (Trade & Consumer)
4. Public Relations & Publicity
1.Advertising
● A form of non-personal promotion that companies pay to promote ides, goods,
or services through different media outlets.
● There are two main tasks:
○ 1. Preparing a message
○ 2. Select the right media to deliver the message
● The message: What is your objective? - usually it is to promote or persuade
○ Then know who your taget market is
○ Prepare a theme that your target market will notice
○ And use an ‘appeal’ that will support your message
Advertising Appeal
Appeal
Example
Fear
Fear of financial problems for your family if you die:
used to sell life insurance
Humor
Attention to a product by showing how it solves a
problem in an amusing way: or how not using it can
cause a problem
Romance
Depicting perfume to attract a romantic partner
Music
Supporting the advertising message with a song or
jingle
Rational Thinking
Explaining why one investment company is better than
another because of how it is managed
Emotions
Showing a product that has health benefits make you a
better mother or father
Scarcity
Buy now. The project will be gone soon.
Promoting Services
When entering a new market: Companies selling a service survey what other
companies are offering and the prices.
International Advertisements:
Alway be sure to adjust the message to match the culture! Should your message be
a standardized message (ok for all counties) or a special message to a local situation
or area?
Media Message
Marketers have to choose the right media for a presenting a message - the media
should match the message and the audience.
Choices:
TV Radio Magazine Newspaper
Outdoor-including: billboards
Internet Speciality advertising
2. Personal Selling
Sometimes referred to as ‘the last three feet of marketing’
This is any form of direct contact between a salesperson and a customer, including
all contacts sales representatives make with the company’s customers.
When selling to another company - how can you find prospective customers?
Called...prospecting
3. Sales Promotions - Trade
An attractive offer used as tactics to sell goods & services to other businesses.
➔Trade allowances
➔Trade contests
➔Trade incentives
➔Trade shows
➔Training programs
➔Vendor support programs
➔Specialty advertising
➔Point of purchase advertising
3. Sales Promotion (Consumer)
Tactics used to sell goods and services directly to the end-users or consumers.
➔Coupons
➔Premiums (ex: Happy Meal toys)
➔Contests & Sweepstakes
➔Refunds & Rebates
➔Free Samples
➔Price-off deals (comes with a ‘50 cents off’ label on package)
➔Bonus Packs
4. Public Relations and Publicity
Public relations is a program of activities that help an organization influence a target
market. ex: press releases, charitable activities, features in magazines, newspaper
stories.
Goal of Public Relation Programs are to provide a positive and image or to avert
negative publicity. Referred to as ‘crisis management’.