The document discusses the marketing mix, which includes advertising, public relations and publicity, direct marketing, personal selling, and sales promotion. It provides definitions and examples for each element. Advertising involves promoting ideas, goods, or services through identified sponsors using various media channels. Public relations involves planting favorable news coverage in the media. Direct marketing allows direct communication with customers through different digital channels. Personal selling involves oral presentations to persuade customers. Sales promotion uses temporary tactics to boost demand.

1. Teguh Prayogo
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teguh_trainer@yahoo.com

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The Marketing Mix

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7. ADVERTISING
Presentation and promotion of ideas, goods,
or services by an identified sponsor.
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Examples :
Print ads, radio, television, billboard, direct mail, brochures and
catalogs, signs, in-store displays, posters, motion pictures, Web pages,
banner ads, and emails

8. PUBLIC
RELATION
&
PUBLICITY
Paid intimate stimulation of supply for a
product, service, or business unit by planting
significant news about it or a favorable
presentation of it in the media.
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Examples :
Newspaper and magazine articles/reports, TVs and radio presentations,
charitable contributions, speeches, issue advertising, and seminars

9. DIRECT
MARKETING
a channel-agnostic form of advertising that
allows businesses and nonprofits to
communicate straight to the customer,
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with advertising techniques such as mobile messaging, email, interactive
consumer websites, online display ads, fliers, catalog distribution,
promotional letters, and outdoor advertising.

10. PERSONAL
SELLING
A process of helping and persuading one or
more prospects to purchase a good or service
or to act on any idea through the use of an
oral presentation.
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Examples :
Sales presentations, sales meetings, sales training and incentive
programs for intermediary salespeople, and telemarketing. Can be faceto-face selling or via telephone.

11. SALES
PROMOTION
Media and non-media marketing
communication are employed for a predetermined, limited time to increase consumer
demand, stimulate market demand or improve
product availability
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Examples :
Coupons, sweepstakes, contests, product samples, rebates, tie-ins, selfliquidating premiums, trade shows, trade-ins, and exhibitions

12. Teguh Prayogo
@teguh_trainer
teguh_trainer@yahoo.com