Promotional Mix   Chapter 17.1
What is promotion?   Any form of    communication a    business or    organization uses to    inform, persuade, or    rem...
The Promotional Mix is acombination of the different   types of promotion.
Two types of promotion   Product Promotion    – Type of promotion that a business uses to      convince potential custome...
Four basic types of promotion…. Personal  selling Advertising Sales promotion Public relations
What is the largest form of            promotion? Personal   Selling!  – This type of    promotion    requires contact   ...
Advertising….   Any paid form of non-    personal presentation    and promotion of    ideas, goods, or        Adv er ti s...
Sales Promotion   All marketing    activities, other than    personal selling,    advertising, and    public relations is...
Public Relations   Any activity designed    to create a favorable    image toward a    business, its products    or its p...
Publicity   A specific kind of public    relations that involves    placing positive and    newsworthy information    abo...
Publicity Advantage…  – It is free! Disadvantage…..  – Its contents    cannot be    controlled by the    business
Principal function of publicity…   Building an image
What do they do?   Advertising    – Creates awareness of a business’s product   Public Relations    – Creates a favorabl...
Marketing Department Establishes a promotion budget Allocates resources Coordinates the campaign Determines the right ...
McDonalds Press Release 08/31/2005McDonalds Names Mary Dillon as Global Chief Marketing OfficerOAK BROOK, IL -- McDonalds ...
Push Policy   Promotion policy used    only with the next    partner in the    distribution channel.    Manufacturers PUS...
Pull Policy   Promotion policy    designed to create    consumer interest    When a    product is    consumer    driven o...
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Marketing obj. 4.01 promotional mix

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Marketing obj. 4.01 promotional mix

  1. 1. Promotional Mix Chapter 17.1
  2. 2. What is promotion? Any form of communication a business or organization uses to inform, persuade, or remind people about its products.
  3. 3. The Promotional Mix is acombination of the different types of promotion.
  4. 4. Two types of promotion Product Promotion – Type of promotion that a business uses to convince potential customers to buy products from them and not their competitors. Institutional Promotion – Type of promotion that a business uses to create a favorable image for itself.
  5. 5. Four basic types of promotion…. Personal selling Advertising Sales promotion Public relations
  6. 6. What is the largest form of promotion? Personal Selling! – This type of promotion requires contact with potential buyers
  7. 7. Advertising…. Any paid form of non- personal presentation and promotion of ideas, goods, or Adv er ti s e services by an h e re ! identified sponsor.
  8. 8. Sales Promotion All marketing activities, other than personal selling, advertising, and public relations is called….
  9. 9. Public Relations Any activity designed to create a favorable image toward a business, its products or its policies.
  10. 10. Publicity A specific kind of public relations that involves placing positive and newsworthy information about a business, its products, or its policies in the media is called…..
  11. 11. Publicity Advantage… – It is free! Disadvantage….. – Its contents cannot be controlled by the business
  12. 12. Principal function of publicity… Building an image
  13. 13. What do they do? Advertising – Creates awareness of a business’s product Public Relations – Creates a favorable image for the business itself Sales Promotion – Efforts stimulate sales Personal Selling – Builds on all of the other efforts by helping customers complete the sale
  14. 14. Marketing Department Establishes a promotion budget Allocates resources Coordinates the campaign Determines the right promotional mix for the company
  15. 15. McDonalds Press Release 08/31/2005McDonalds Names Mary Dillon as Global Chief Marketing OfficerOAK BROOK, IL -- McDonalds Corporation today announced that Mary Dillonhas been named Executive Vice President and Global Chief Marketing Officerfor the company, succeeding Larry Light, who will retire at the end of thisyear.Dillon, 44, is currently President of Quaker Foods, a Chicago-based divisionof PepsiCo Corporation.She will assume her global responsibilities as McDonalds marketing leadereffective October 3rd, reporting to Mike Roberts, McDonalds President andChief Operating Officer.In making the announcement, Jim Skinner, McDonalds Chief ExecutiveOfficer, said, "Mary Dillon is an extremely talented executive who brings aremarkable combination of marketing and general management expertise toMcDonalds. Mary will add energetic leadership and creative thinking to aglobal marketing team that continues to deepen relationships with ourcustomers. Mike and I are very confident that Mary has both the skills andthe determination to lead our global marketing and brand management toan important new level."In accepting the post, Dillon said, "This is one of the best marketing jobs inthe world, and I am excited and immensely proud to join this world-classteam that touches millions of consumers every day. I would like to begin thisnew role by thanking Larry Light and the entire marketing team for buildinga tradition of customer relevancy at McDonalds. I will work to continue thisrecord of marketing leadership and build brand strength going forward."
  16. 16. Push Policy Promotion policy used only with the next partner in the distribution channel. Manufacturers PUSH a product to the retailers for sale….
  17. 17. Pull Policy Promotion policy designed to create consumer interest When a product is consumer driven or PUSHED into a store….

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