Promotional Mix

Introduction to Marketing Promotional Mix

Tina S
Tina S
Nov 28, 2009
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Promotional Mix consists of the specific mix of advertising, personal selling, sales promotion, public relations and direct marketing tools. A company uses to pursue its advertising and marketing objectives; also called marketing communications mix.

Specific combination of promotional methods such as print or broadcast advertising, direct marketing, personal selling, point of sale display, merchandising, etc., used for one product or a family of products.

1. Advertising:

Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.
Examples: television, newspapers, magazines, billboard posters, radio, cinema, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails etc.
Advertising can have a number of objectives, these usually are
•    To promote
•    To remind
•    To support
•    To compete
•    To persuade

2. Sales Promotion:

Refers short-time incentives to encourage the purchase or sale of a product or service.
Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability.
The aim of sales promotion is to increase short term sales and increase in store or web traffic.
Examples: The tactics used for this include loyalty cards, coupons, price promotions, point of sales, packaging promotion or web coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions.

3. Public Relations:

Managing public relations is very important for the organization.
Build good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image and handling or heading off unfavorable stories and events.
Examples: Public relations activities include press releases, company literature, videos, websites and annual reports, Newspaper and magazine articles/reports, TVs and radio presentations, charitable contributions, speeches, issue advertising, and seminars.

4. Personal Selling:

Refers to face-to face interaction with the customer.
Personal selling by the firm’s sales force for the purpose of making sales and building customer relationships.
Oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale".
Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. Can be face-to-face or via telephone.

5. Direct Marketing:

Direct marketing is a sub-discipline and type of marketing.
Direct connections will carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships-the use of telephone, mail, fax, internet and other tools to communicate directly with specific consumers.
This aspect of direct marketing involves an emphasis on traceable, measurable positive (but not negative) responses from consumers (known simply as "response" in the industry) regardless of medium.

Development of an optimum promotion mix is by no means easy. Companies often use haphazard, seat-of-the-pants procedures to determine the respective roles of advertising, personal selling, and sales promotion in a product/market situation. Decisions about the promotional mix are often diffused among many decision makers, impeding the formation of a unified promotion strategy.

Prepared By: Tina

Refernce Book : Marketing Management by Philip Kotler




Keywords: Advertising,Personal Selling, Sales Promotion,Public Relations and Direct Marketing, marketing,philip kotler,customers.

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