The promotional mix refers to the combination of advertising, public relations, personal selling, sales promotion, and direct marketing techniques used by marketers to achieve promotional goals and objectives. The goals are to increase demand for a product or service, inform customers, and distinguish the product in the marketplace. Each element - such as advertising, public relations, and personal selling - plays a unique role in communicating information to potential customers to influence their opinions and purchase decisions.

1. PROMOTIONAL MIX
ELEMENTS OF A
%
What is a Promotional Mix
The different advetising strategies used to achieve
specific goals for a product or service
%

2. COMMUNICATION by marketers that INFORMS,
PERSUADES and REMAINDS the potential of a
product in order to INFLUENCE an opinion or get a
response
Lamb, Hair & McDaniel (2012)
Promotion

3. PROMOTIONAL MIX
ELEMENTS OF A
Public Relations Advertising
Personal selling
Sales Promoton Direct Marketing

4. PROMOTIONAL MIX
OBJECTIVES OF A
Increase demand for your product or service
Inform customers about your product
Distinguish your product or service in the marketplace

5. Public
Relations
How the company appears to the public

6. Sales Promotion
To encourage customers to purchase a product or service
throgh cupons, discounts, codesor rebates that
stimulates consumer buying
%

7. Advertising
Impersonal and paid mass communication about a product or service
through different media

8. Personal
Selling
When a salesperson meets
a potential buyer or buyers
face-to-face with the aim of
selling a product or service.

9. Reaching out to customers directly
through email blasts, direct phone
calls, fliers or paid promotional
segments on TV.
Direct
Marketing

10. Do
you
rem
em
ber the
5
elem
ents of the
Prom
otional M
ix?

11. Thank you!