SECTION 17.1
The Promotional Mix
Marketing Essentials
n Chapter 17 Promotional Concepts and Strategies
Section 17.1 The Promotional Mix
Chapter 17 n Promotional Concepts and Strategies
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17.1 ASSIGNMENT
SECTION 17.1 The Promotional
Mix
Ch 17.1 Assessment
Pg. 304 # 1-5
DUE: Now
Chapter 17 n Promotional Concepts and Strategies
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SECTION 17.1
The Promotional Mix
What You'll Learn
 The role of promotion in marketing
 The concept of promotional mix
 The characteristics of personal selling and
advertising
 The nature and scope of publicity
Chapter 17 n Promotional Concepts and Strategies
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SECTION 17.1
The Promotional Mix
Why It's Important
Since businesses must continually promote
their organizations, products, and policies to
gain customer acceptance, you will need to
learn successful promotional strategies.
Chapter 17 n Promotional Concepts and Strategies
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SECTION 17.1
The Promotional Mix
Key Terms
 promotion
 sales promotion
 promotional mix
 public relations
 product promotion
 publicity
 institutional promotion
 push policy
 advertising
 pull policy
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SECTION 17.1
The Promotional Mix
The Concept of the Promotional Mix
Promotion is any form of communication a
business or organization uses to inform,
persuade, or remind people about its products.
Promotional mix is a combination of the
different types of promotion. A business
decides on the promotional mix that will be
most effective in persuading potential
customers to purchase its products.
Slide 1 of 2
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SECTION 17.1
The Promotional Mix
The Concept of the Promotional Mix
A business uses product promotion to
convince potential customers to buy its
products instead of buying from a competitor.
Institutional promotion is used by
businesses to create a favorable image for
themselves, as opposed to promoting specific
products or services.
Slide 2 of 2
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17.1 Graphic Organizer
SECTION 17.1 The Promotional
Mix
Elements of the Promotional Mix
Four Basic Types of Promotion
1. Personal
Selling
2. Advertising
3. Sales
Promotion
4. Public
Relations &
Publicity
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SECTION 17.1
The Promotional Mix
Types of Promotion
1. Personal Selling
- one of the largest forms of
promotion
- designed to complete a sale
once a customer is attracted to
a business
- one of the most expensive
forms of promotion
Slide 2 of 4
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SECTION 17.1
The Promotional Mix
Types of Promotion
2. Advertising
- any paid form of nonpersonal
presentation and promotion of
ideas, goods, or services by an
identified sponsor
- American businesses spend
about $200 billion each year on
advertising.
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SECTION 17.1
The Promotional Mix
Types of Promotion
3. Sales Promotion
- includes everything but personal selling,
advertising, and public relations
- used to stimulate consumer purchasing and
sales effectiveness
- increase sales
- inform customers about new products
- create a positive store or corporate image
Slide 3 of 4
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SECTION 17.1
The Promotional Mix
Types of Promotion
4. Public Relations
- any activity designed to create a favorable
image of a business, its products, or its policies.
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SECTION 17.1
The Promotional Mix
Types of Promotion
Publicity - a specific kind of public relations that
involves placing positive newsworthy information about
a business in the media
Advantages
Disadvantages
- much cheaper
- companies cannot
than advertising
control negative publicity
- a mention on the news
- can be subjective info
is more likely to be
depending on the
regarded as objective
reporting organization
Slide4 of 4
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SECTION 17.1
The Promotional Mix
Coordination of the Promotional Mix
- Most businesses use more than one type
of promotion
- Each type of promotion is designed to
complement one another
- National advertising is accompanied with
local advertising
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SECTION 17.1
The Promotional Mix
Promotional Budget
In large companies, the marketing
department
-establishes a promotion budget
-allocates resources
-coordinates the campaign
-determines the right promotional mix for the
company
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SECTION 17.1
The Promotional Mix
Promotional Budget
In smaller businesses, these
responsibilities
-rest with the owner-operator
-are divided among employees
-contracted to outside agencies
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SECTION 17.1
The Promotional Mix
The Push-Pull Concept
A push policy is used to convince a
retailer to stock the products being
promoted, pushing the product to the
retailer. A push strategy relies heavily on
personal selling and promotion at trade
shows.
A pull policy is designed to create
consumer interest, pulling consumers to
the product.
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17.1 ASSIGNMENT
SECTION 17.1 The Promotional
Mix
Worksheet – Ch 17 Sales Promotion
Extra Credit
- Bring in an example of one of the four
areas of the promotional mix.
- Attach explanation of the form of promotion
being used.
- Give a short presentation to the class.
Up to 5 points EC
Homework – Ch 17 Fact & Idea Review
Pg. 316 # 1- 8
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SECTION 17.1
The Promotional Mix
Marketing Essentials
End of Section 17.1
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