The document discusses the promotional mix, which involves using a combination of advertising, personal selling, publicity, and sales promotion techniques to communicate information about products and persuade customers to purchase them. The purposes of promotion are to tell consumers about a company's goods, services, and image and to persuade consumers to buy. An effective promotional mix is important for obtaining and keeping customers by enabling businesses to communicate with and influence potential buyers.

1. A Presentation on
PROMOTIONAL MIX

2. Promotional mix
Promotion involves disseminating
information about a product, product
line, brand, or company.
To generate sales and profits, the benefits
of products have to be communicated to
customers. In marketing this is commonly
known as “promotions”.

3. Purposes of Promotion
To tell consumers about a company’s …
Goods
Services
ImagesIdeas

4. Purposes of Promotion
To persuade consumers to buy

6. TheTop 5
Airlines!
Traveler Magazine
Flynn
The bikes
the pros
use.
25% Off
Coupon
•Advertising
•Personal selling
•Publicity
•Sales promotion
Promotional Techniques

7. The Combination, or Blend, of
Marketing Communication Channels
Is Called the...

8. Advertising
Any paid form of non personal presentation of
ideas, images, goods, or services
The most visible element of the promotional mix

9. Advertising
Messages can be delivered by:
• Television
• Radio
• Newspapers
• Magazines
• Direct mail
• Outdoor
advertisements
• Directories
• The Internet

10. Personal Selling
Determines client needs/wants and responds through
planned, personalized communication that
influences purchase decisions and enhances future
business opportunities

11. Sales Promotion
 Promotional activities other than advertising, personal
selling, and publicity which stimulate purchases
 Sales promotion activities include:
Visual
merchandising
or displays
Coupons
Product
demonstration
s
Instant rebatesFree samples
Fashion shows
Cont
ests
Novelty
items
Exhibits

12. Public relations
Non-paid non-personal
stimulation of demand
for a product, service,
or business unit by
planting significant
news about it or a
favorable presentation
of it in the media.

13. Importance of Promotion mix
 Plays a key role in obtaining and keeping
customers
 Enables businesses to communicate
effectively with customers
 Informs consumers about goods/services and
persuades them to buy