The promotion mix
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The promotion mix

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The promotion mix The promotion mix Presentation Transcript

  • The Promotion MIX
  • Whit 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 product. • The ongoing activities of advertising, sales promotion, Public Relations ,personal selling and direct marketing are often considered aspects of promotion.
  • Advertising Ingredients of the Promotion Mix Sales Promotion Personal Selling Direct Marketing Public Relations
  • Advertising • 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: Print Media Broadcast Media Outdoor Media Internet & Website
  • Sales Promotion • 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 incentives • Not effective at building long-term brand preferences • Stimulates quick response.
  • Public Relations • 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 Pages. • To enhance the positive aspects and minimize negative factors related to products and organization.
  • Personal selling • The personal presentation by the firm’s sales force for the purpose of making sales and building strong customer relationships. • Most effective tool for building buyers preferences, convictions, and actions. • Personal interaction allows for feedback and adjustments. • Relationship-oriented.
  • Direct Marketing • 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 marketing, etc.