This document defines the promotional mix and describes its key elements: advertising, personal selling, and direct marketing. The promotional mix refers to the combination of promotional campaigns that may include these elements. Advertising involves paid, non-personal promotion through various media channels. Personal selling uses face-to-face communication to build relationships and close sales. Direct marketing employs direct response advertising to elicit measurable responses and transactions through interactive media. The document outlines advantages and disadvantages of each promotional element.

1. MGT 2306
MARKETING MANAGEMENT
Lesson 10

2. LESSON 10 OBJECTIVES
• Define what is promotional mix
• Describe the elements of the promotional mix
- Advertising
- Personal Selling
- Direct Selling

3. DEFINING THE PROMOTIONAL MIX
The components of an
individual promotional
campaign, which are
likely to include
advertising, personal
selling, public
relations, direct
marketing and sales
promotion.

4. THE ELEMENTS OF THE
PROMOTIONAL MIX

5. ADVERTISING (PENGIKLANAN)
Advertising is any paid form of non-personal
presentation and promotion of ideas, goods, or
services by an identified sponsor. Advertising medias
and channels include:
a) Broadcast Media: TV, Radio, Internet Streaming
b) Print Media: Newspapers, Magazines, Brochures
c) Indoor/Outdoor Media: Billboards, Bus Panels,
Buntings, Moving Placards, Kiosks

6. TYPES OF ADVERTISING
OBJECTIVES
Informative advertising is used when introducing a
new product category; the objective is to build primary
demand
Comparative advertising directly or indirectly
compares the brand with one or more other brands
Persuasive advertising is important with increased
competition to build selective demand
Reminder advertising is important with mature
products to help maintain customer relationships and
keep customers thinking about the product

7. CREATING THE ADVERTISING
MESSAGE
• Advertisements need to
break through the clutter
to gain attention and to
communicate well.
• Therefore,
advertisements need to
be better planned, more
imaginative, more
entertaining, and more
rewarding to consumers

8. CREATING THE APPEAL IN THE
ADVERTISING MESSAGE
• Characteristics of the
appeals include:
- Meaningful
- Believable
- Distinctive

9. CREATIVE ADVERTISING
EXAMPLES

10. √ Reaches large, geographically dispersed
audiences
√ Low cost per exposure
√ Consumers perceive advertised goods as
more legitimate
X Impersonal
X one-way communication
ADVANTAGES & DISADVANTAGES
OF ADVERTISING

11. PERSONAL SELLING
• Uses oral presentation
• It is personal - face to face
• The objective of the salesperson is to gain rapport
and close the sale

12. PRO’S AND CONS’
√ Most effective tool for building buyers preferences,
convictions and actions
√ Personal interaction allows for feedback and
adjustments
√ Relationship-oriented
√ Buyers more attentive
X Sales force represents long-term commitment
X most expensive promotional tool

13. DIRECT MARKETING
(JUALAN LANGSUNG)
• An interactive system (sistem dua hala) of
marketing which uses one or more advertising
media to effect a measurable response
(maklumbalas yang boleh diukur) and/or
transaction at any location

14. TYPES OF DIRECT MARKETING

15. PRO’S AND CONS’
√ 4 distinctive characteristics:
- Non-public
- Immediate
- Customized
- Interactive
√ Well-suited to highly targeted marketing efforts
X Many people treat unsolicited materials as ‘JUNK’
(sampah kertas)
X Environmental Impact (for printed materials)
X Limited Reach & Impact (only for targeted people)