Академический Документы
Профессиональный Документы
Культура Документы
Promotion LAP 1
Objectives
A. Describe the elements of the
promotional mix.
B. Explain factors affecting the selection
of a promotional mix.
Objective A
Describe the elements of the
promotional mix.
Purposes of Promotion
To tell consumers about a companys
Ideas
Services
Images
Goods
Purposes of Promotion
To persuade consumers to buy
Promotions Recipe
for Success:
Mix various
communication
activities together and
serve to potential
customers until desired
outcome is achieved.
Communication Techniques
Advertising
Personal selling
Publicity
Sales promotion
Flynn
The bikes
the pros
use.
Traveler Magazine
The Top 5
Airlines!
25% Off
Coupon
Advertising
Any paid form of nonpersonal presentation of ideas,
images, goods, or services
Diamonds from
Desmonds
Jewelers are a girls
best friend.
Say No to Drugs.
Services
Ideas
Images
Goods
At Techco,
were
friendly to
our
customers
and the
environment.
Advertising
Messages can be delivered by:
Television
Radio
Newspapers
Magazines
Direct mail
Outdoor advertisements
Directories
The Internet
Personal Selling
Determines client needs/wants and responds through
planned, personalized communication that influences
purchase decisions and enhances future business
opportunities
My budget wont
allow me to replace
them all at once,
but I want them to
be compatible.
Selling
SellingDisadvantage
Advantages
I like the sound
We do carry a
of this stereo,
bookshelf model
but I think its a On a per contact basis, with similar
little large for
sound quality.
selling
is
the
most
expensive
my dorm room.
form of promotion.
Immediate feedback
Flexibility
Publicity
Any nonpersonal presentation of ideas, goods, or
services that is not paid for by the company or
individual which benefits from or is harmed by it
Many consumers pay close attention to publicity.
Feel publicity has more credibility because it is not a
commercial message
View publicity as news
LINK TO ACME.COM
Sales Promotion
Promotional activities other than advertising, personal
selling, and publicity which stimulate purchases
Visual
Product
merchandising
Novelty
Fashion
Instant
Free
Trade
Contests
Coupons
Exhibits
demonstrations
samples
rebates
shows
items
shows
or displays
Importance
of the
Promotional
Mix
Objective B
Explain factors affecting the
selection of a promotional mix.
Sales
promotion
Advertising
No magic formula that
marketers use to help
design promotional mix
Products
Good,
Distribution
Products
service,
target
image,
company
channels
market
or idea
Convenience goods
Shopping goods
Specialty goods
Inexpensive and
self-service products
can rely on advertising
and sales promotion.
This computer is
perfect for you. It
has all the software
pre-installed and a
left-handed mouse!
10% OFF
Products
which are
on all small
high-tech,
require
appliances are
demonstration,
expensive, or require
installation should be
promoted through
personal selling.
HARRYS
HARDWARE
Product nature
New and
Improved!
its Breakfast-To-Go
Each pocket provides
you a delicious
breakfast in just
Maturity
two minutes!
Growth
Introductory
Declining
Consumer
Close
Few
Together
Market
Consumers
vs.
Advertising
Sales Promotion
Publicity
Personal Selling
Spread
Industrial
Many
Over
a
Consumers
Market
Wide Area
Distribution Channel
INTERMEDIARY BLVD.
The promotional
mix selection is
affected by the
path that a
product takes.
DIRECT AVE.
Requires
personal
selling
Requires
personal
selling and advertising
Products Company
Businesses often rely on previous
use of promotional methods.
Think small.
1960
1970
1980
1990
Historical Perspective
2000
Products Company
Example:
Today, the Wal-Mart corporation Wal-Mart started as one small
has increased its promotional mixstore in Arkansas. In Wal-Marts
to include television, radio,
early years, local newspaper
newspapers, special sales bulletins,
advertising and personal selling
and a Wal-Mart web site in order were all that the small company
to promote its national network. could afford.
Available Funds
Products Company
Competition
Tonys Pizza
Kids eat
free!
Anges Pizza
Free kids
meals!
MarkED
Acknowledgements
Original Developer
Christopher C. Burke, MarkED
Version 1.0
Copyright 2000
MarkED Resource Center
Copyright:
All photographic digital images on this CD are owned by the
aforementioned photographic resources or their licensors and
are protected by the United States copyright laws, international
treaty provisions, and applicable laws. No title to or intellectual
property rights to the images on this CD are transferred to you.
These sources retain all rights and are not to be used, digitally
copied, transferred, or manipulated in any way. To do so is a
violation of federal copyright laws.