What is Promotional Mix?
The Promotional mix is a combination of the
different types of promotion.
Promotion keeps the product in the minds of the
customer and helps stimulate demand for the
The ongoing activities of advertising, sales
promotion, Public Relations ,personal selling and
direct marketing are often considered aspects of
Incentives in addition to the product’s basic
benefits. Ex. Gift Coupon
Sales Promotion is more action oriented
Any paid form of non-personal presentation and
promotion of ideas, goods, or services.
Reaches large, geographically dispersed
audiences, often with high frequency.
Impersonal; one-way communication
The major tools are:
Internet & Website
Functions/Objectives of Advertising
Inform Consumers or
Build Primary Demand
i.e CD Players
Compares One Brand to
i.e. Avis vs. Hertz
Build Selective Demand
i.e Sony CD Players
Keeps Consumers Thinking
About a Product
Specific Communication Task
Accomplished with a Specific
During a Specific Period of Time
Plan a Message Strategy
General Message to Be Communicated to Customers
(The “Creative Brief” is an important document)
Develop a Message
Customer Benefits Creative Concept
Visualization or Phrase
Combination of Both
Developing Advertising Strategy: Creating
Is the Ad Communicating Well?
Advertising Program Evaluation
Is the Ad Increasing Sales?
Short-term incentives to encourage the
purchase or sale of a product or services.
Makes use of a variety of formats:
Discounts, premiums, coupons, contests, etc.
Attracts attention, offers strong purchase
Not effective at building long-term brand
Stimulates quick response.
Purpose of Sales Promotion
Encourage Trials: Free newspaper copies
Counter Competitor's Promotional activities
Increase short-term sales or help build long-term market
Attract new Customers
Ex:- khadi announces rebates on purchases during the
Get retailers to:
carry new items and more inventory,
give products more shelf space, and
buy product ahead.
Trial amount of a product
Savings when purchasing specified
Refund of part of the purchase price
Reduced prices marked on the label or
Goods offered free or low cost as an
incentive to buy a product
Articles imprinted with an advertiser’s
name given as gifts
Major Consumer Sales
Or Price Discounting. Discount on normal
Cash or other rewards for the use of a
Displays and demonstrations that take
place at the point of sale
Consumers submit their names for a
drawing. Chances of law suits are
Consumers submit an entry to be
To increase the retail sales. Ex. Tambola
of TOI, Name Games
Presents consumers with something every
time they buy
Major Consumer Sales Promotion Tools- II
Building good relationships with the
company’s various publics (stakeholders,)
building up a good corporate image.
The major tools are Press Releases,
Sponsorships , Special Events, Web
To enhance the positive aspects and
minimize negative factors related to
products and organization.
Major Public Relations Tools
Perform Any of All
of the Following
Major Public Relations Functions
The personal presentation by the
firm’s sales force for the purpose of
making sales and building strong
Most effective tool for building buyers
preferences, convictions, and actions.
Personal interaction allows for
feedback and adjustments.
The Personal Selling Process
The salesperson identifies qualified potential customers (called
The salesperson learns as much as possible about a prospect
before making a sales call.
The salesperson meets the customer for the first time.
The salesperson tells the “product story” to the buyer,
highlighting customer benefits.
The Personal Selling Process
The salesperson seeks out, clarifies, and overcomes customer
objections to buying.
The salesperson asks the customer for an order.
The salesperson follows up after the sale to ensure customer
satisfaction and repeat business.
The selling process is transaction oriented; most
firms go beyond this and attempt to build mutually
Involves making direct connections
with carefully targeted individual
consumers to both obtain an
immediate response and cultivate
lasting customer relationships.
Many forms: Telephone
marketing, direct mail, online
Slide 24 in Chapter 16
Direct marketing uses consumer-direct
channels to reach and deliver offerings to
consumers without intermediaries.
Direct marketing is growing and offers
consumers key benefits.
Firms are recognizing the importance of
integrated direct marketing efforts.
Slide 25 in Chapter 16
Major Direct Marketing Tools
Steps in Developing a Direct-Mail Campaign:
Step 1: Set objectives
Step 2: Identify target markets
Step 3: Define the offer
Step 4: Test the elements
Step 5: Measure results