The document describes the elements of the promotional mix and factors affecting its selection. It defines the promotional mix as the combination of marketing communication channels used, including advertising, personal selling, publicity, and sales promotion. It explains that the promotional mix must be carefully selected based on factors like the product's nature, target market, distribution channels, and company. The optimal mix is an important part of a company's marketing strategy.

1. Promotional Mix
Prepared by
Mehul Rasadiya
K.K.Parekh Institute of Management of Studies

2. Objectives
A. Describe the elements of the
promotional mix.
B. Explain factors affecting the selection
of a promotional mix.

3. Objective A
Describe the elements of the
promotional mix.

4. Purposes of Promotion
To tell consumers about a company’s …
Ideas
Services
Images
Goods

5. Purposes of Promotion
To persuade consumers to buy

6. Promotion’s Recipe
for Success:
Mix various
communication
activities together and
serve to potential
customers until desired
outcome is achieved.

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

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

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

11. • Actual cost of advertisement is
quite high.
• Since many people receive the
message, the per contact cost
is very low.
The New Barchetta

12. Diamonds from
Desmond’s Say No to Drugs.
Jewelers are a girl’s
best friend.
Services
Ideas
Images
Goods
At Techco,
we’re
friendly to
our
customers
The Vet for Your and the
Pet environment.

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

14. Personal Selling
Determines client needs/wants and responds through
planned, personalized communication that influences
purchase decisions and enhances future business
opportunities
You might want
My budget won’t to consider leasing
Are you planning
allow me to replace computers. You can
on replacing all
them all at once, get free service
of your computers
but I want them to and upgrade to a
at once?
be compatible. newer model whenever
you want!

15. Selling Disadvantage
Selling Advantages
I like the sound We do carry a
of this stereo, bookshelf model
but I think it’s a On a per contact basis, with similar
little large for
my dorm room. selling is the most expensive quality.
sound
form of promotion.
• Immediate feedback
• Flexibility

16. Publicity
• Any nonpersonal presentation of ideas, goods, or
services that is not paid for by the company or
individual which benefits from or is harmed by it
• Many consumers pay close attention to publicity.
– Feel publicity has more credibility because it is not a
commercial message
– View publicity as news
Example: Mention of a company’s charitable activities
in print or broadcast media

17. Ways the Internet Can Be Used
as a Source of Publicity
“Tae-Bo has really changed my life. I’ve lost
weight, toned-up, and feel better than ever.”
-Susie Wells, CA
A company web site can be used to obtain and display
positive feedback.

18. Ways the Internet Can Be Used
as a Source of Publicity
OnlineNews.com
Car shopping on the web
Buying a car on the web just got
easier! Autobytel.com will help you
get the financing, pick out the model,
color and extras. Then they provide a
quote from a local dealer. All at the
touch of a keypad.
A business’s goods, services, or web site might be mentioned in an
Internet newsgroup.

19. Ways the Internet Can Be Used
as a Source of Publicity
LINK TO ACME.COM
A company might agree to provide a link to another business’s web
site in exchange for the same consideration.

20. Sales Promotion
• Promotional activities other than advertising, personal
selling, and publicity which stimulate purchases
• Sales promotion activities include:
Visual merchandising or displays
ProductCoupons
Noveltyrebates
Fashion shows
Instant items
Free samples
Trade shows
Contests
Exhibits
demonstrations

21. • Plays a key role in
obtaining and keeping
customers
Importance
• Enables businesses to
of the communicate effectively
Promotional with customers
Mix • Informs consumers about
goods/services and
persuades them to buy

22. Objective B
Explain factors affecting the
selection of a promotional mix.

23. Marketers Try To Create the
Ideal Blend of Promotional
Activities for Their Businesses.
Publicity
Personal Sales
selling
promotion
Advertising magic formula that Must decide which methods will
No
best reach potential customers and
marketers use to help
communicate desired message
design promotional mix
Hard to determine effectiveness of the
different promotional methods

24. Factors Affecting the Selection of a
Promotional Mix
Must be carefully
analyzed before
marketers decide when
and where to invest
promotional funds
Product’s target
Product’s
Good, service,
Distribution
image, or idea
company
channels
market

25. Good, Service, Image, or Idea
• Type of product
Convenience goods Shopping goods
Specialty goods

26. Good, Service, Image, or Idea
ProductsOFF are
10% which
on all small
high-tech, require
appliances
demonstration, are
Inexpensive and
self-service products HARRY’S expensive, or require
installation should be
HARDWARE
can rely on advertising
and sales promotion. promoted through
personal selling.
This computer is
perfect for you. It
has all the software
pre-installed and a
left-handed mouse!
Product nature

27. Good, Service, Image, or Idea
When you are on-the-go…
New and
Improved!
…it’s Breakfast-To-Go
Each pocket provides
you a delicious
breakfast in just
Maturity
two minutes!
Growth Declining
Introductory Stage of life cycle

28. Product’s Target Market
Geographical Location
Numberof Consumer
Type of Consumers
Spread
Consumer
Close
Few vs. Industrial
Many
Over a
Together
Market
Consumers Consumers
Market
Wide Area
Advertising
Sales Promotion
Publicity
Personal Selling

29. Distribution Channel
INTERMEDIARY BLVD. DIRECT AVE.
The promotional
mix selection is Requires personal selling
Requires personal
affected by the selling and advertising
path that a
product takes.

30. Product’s Company
Businesses often rely on previous
use of promotional methods.
Think small. Less flower. More power.
1960 1970 1980 1990 2000
Historical Perspective

31. Product’s Company
Example:
Today, the Wal-Mart corporation Wal-Mart started as one small
has increased its promotional mix store in Arkansas. In Wal-Mart’s
to include television, radio, early years, local newspaper
newspapers, special sales bulletins,
advertising and personal selling
and a Wal-Mart web site in order were all that the small company
to promote its national network. could afford.
Available Funds

32. Product’s Company
Competition
Tony’s Pizza Ange’s Pizza
Kids eat Free kids’
free! meals!
Competing businesses use similar promotional
mixes and tend to follow the leader.

33. MarkED
Acknowledgements
Original Developer
Christopher C. Burke, MarkED
Version 1.0
Copyright 2000
MarkED Resource Center

34. Digital-based photography sources:
ADOBE IMAGE LIBRARY;
Retail
Obj. A: #RET_050
Photos copyright Eyewire Inc.
833 Fourth Ave. SW, Suite 800 Calgary, AB, Canada
ART EXPLOSION 250,000;
Obj. A: #MODEL005
Nova Development Corporation
23801 Calabasas Road, Suite 2005
Calabasas, CA 91302

35. Digital-based photography sources:
PHOTODISC, INC.;
Business & Occupations Vol. 7
Obj. A: #7067
Photos copyright PhotoDisc, Inc.
2013 Fourth Ave., Seattle, WA 98121
T/Maker Company;
ClickArt
Obj. A: #PRFTOT007
Photos copyright T/Maker Company; 1390 Villa Street: Mountain View, CA
94041; tel. (415) 962-0195. Copyright 1994, all rights reserved. ClickArt is a
registered trademark of T/Maker Company. ClickArt Images copyright 1984-
1994 by T/Maker Company. All rights reserved.

36. Copyright:
All photographic digital images on this CD are owned by the
aforementioned photographic resources or their licensors and
are protected by the United States copyright laws, international
treaty provisions, and applicable laws. No title to or intellectual
property rights to the images on this CD are transferred to you.
These sources retain all rights and are not to be used, digitally
copied, transferred, or manipulated in any way. To do so is a
violation of federal copyright laws.