Promotional mix

1. PROMOTIONAL MIX

2. Marketing Mix
Product
Design
Brand
Logo
Container
Package
Packaging
Warranty
Service
Product lines
Label
Promotional
Mix
Advertising
Personal Sales
Sales promotion
Merchandising
Public Relation
Place
Channels
Coverage
Supply
Location
Inventory
Transportation
Logistics
Price
Price list
Competitors
Credit conditions
Discounts
Wholesaler
Demand
Costs

3. Is she
communicating?
Promotion
Comunication

4. Marketing Communication Process
Sender
Ad agency
Marketing
department
Encode
Message
channel Decode
Reciever
(Customer,
consumer)
Interference (noise)
Friends Other ads
Feed back from
receiver to sender

5. Class activity
La barrera:
Grupos de 3
Uno pregunta qué hizo el otro el fin de semana
El otro contesta y sigue la conversación por un minuto.
El tercer alumno es la barrera, que no permitirá que se comuniquen entre si
sus compañeros, puede usar las manos, un cuaderno, la mochila, y lo que
sea que impida la comunicación.
No puede tocar a los compañeros, y no se permite la agresión.

6. Promotion consists of informing and convincing in
a persuasive way the existence of a product, a
brand, an idea, a person, a company or an institution
to the target market to influence an opinion or elicit
a response.
PROMOTION

7. TARGET
MARKET
INFORM
REMEMBER
PERSUADE
PRO
M
OTIO
NALO
BJECTIVES

8. Paid forms of non-personal presentation and promotion of ideas,
goods or services through mass media.
ADVERTISIN
G

9. ADVERTISEMENT OBJECTIVE
A Atention
I Interest
D Desire
A Action

10. Institutional Advertisiment

11. Productorserviceadvertisement

12. Advertising message

13. Save money, find everything

14. HEALTH: Healthy
conscience

15. LOVE AND ROMANCE: Cosmetics, perfumes,
hotels, restaurants.

16. FEAR OR CONSCIENCE:
Get sick, risk your life, bad
health, die, etc…

17. The model was 1.64 cm
height, and in its worst
days she weighed 25
kilos.
After leading the
campaign "No
anorexia, no-l-ita", it
became a symbol of
the fight against the
disease.

18. ADMIRATION: “If they
recomend it, must be good…

19. CONVENIENCE:

20. PLEASURE AND FUN: bars, parks,
hotels…

21. ADVENTURE: parks, nature…

22. Comparative advertisement:
”Could be very persuasive”

24. VANITY: expensive
and fancy products

25. SEXUAL MESSAGES

26. Sex applied to advertising consists in the use
of provocative or erotic images that are
designed specifically to get the customer’s
interest in a particular product or service.

29. SUBLIMINAL ADVERTISING?

30. ¿PUBLICIDADSUBLIMINAL?

31. Advertising media
Newspaper
Television
Direct mail
Internet
Exterior ads
Magazines
Flyers
Mobile ads

32. Cine
Espectacularidad,
selectividad geográfica.
Concentración del
auditorio relativa.

33. Billboards:

34. Espectaculares

35. Public
transportation ads

36. BTL ( Beyond the line)

38. Internet

39. Short-term incentives to encourage
the purchase or sale of a product or
service.
SALESPROM
OTION

40. Free samples

41. Discount
certificates

42. Bonus Packs
HERRAMIENTASDEPROMOCIÓNAL
CONSUMIDOR

43. Promotional items

44. Gifts and prices

45. Tasting

46. Rewards points

47. Discounts

48. HERRAMIENTASDEPROMOCIÓNAL
CONSUMIDOR
Raffles and
contests

49. CROSS-PROMOTIONS

50. CUPONS

51. Create positive relationships with a variety of programs
designed to improve, maintain or protect the company’s
image.
Public
Relations

52. Dove’s campaign
Real Beauty

53. Press
Publications
Success stories with clients
Letters
Conferences
Radio
Television
Interviews
Seminars and public
Sponsorships
Relaciones públicas

56. Personal presentation that makes the sales force to develop
relationships and business.
PersonalSales

57. Advantages
Cost control
Message control
Segmented
Detailed
Better information
Closes sales
Salesforce

58. Sales Force Management Decision
Strategy design
and sales force
structure
Recruitment
and selection of
sales force
Sales forcé
trainning
Sales force
supervision
Sales force
evaluation

59. Geographic
zones
Clients
Product lines
Combined
Sales force structure

60. Thank you
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