PROMOTION
AND
PROMOTIONAL MIX
DEFINITION OF PROMOTION
• Communication used to inform, persuade and educate
prospective customers about a product, service or company.
PROMOTION
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Persuasive communication
Inform prospective customers about products and services
Enhance public image and reputation
Enhance image of product or service as valuable
Educate public about an issue or trend (mostly used by nonprofits)
TYPES OF PROMOTION
• PRODUCT
• INSTITUTIONAL
PRODUCT PROMOTION
• Convince customers to buy a product or service instead of the
competitor brand
• Promotional activities explain the major features and benefits
of the product or service
• Identify where it is sold, advertise sales, answer customer
questions
• Introduce new offerings
• Helps companies foster good relationships with existing
customers and increase loyalty
INSTITUTIONAL PROMOTION
• Activities and advertising that creates a positive image of a
company or product
• Product features and benefits are NOT used in this form of
promotion
• Examples:
• Holiday Budweiser commercial
• Sponsorship of charity events- Komen for the Cure
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
• Select a video: (my example: the 3 day)
• Identify as Product Promotion or Institutional Promotion
• Explain why
• Identify which part of the Promo Mix is applicable & why