Presentation Transcript
Promotional Mix :Promotional Mix Course Instructor: Kanwal Gurleen
Lecturer, LSB
What is promotion? :What is promotion? Any form of communication a business or organization uses to inform, persuade, or remind people about its products.
The Promotional Mix is a combination of the different types of promotion. :The Promotional Mix is a combination of the different types of promotion.
Two types of promotion :Two types of promotion Product Promotion
Type of promotion that a business uses to convince potential customers to buy products from them and not their competitors.
Institutional Promotion
Type of promotion that a business uses to create a favorable image for itself.
Four basic types of promotion…. :Four basic types of promotion…. Personal selling
Advertising
Sales promotion
Public relations
What is the largest form of promotion? :What is the largest form of promotion? Personal Selling!
This type of promotion requires contact with potential buyers
Advertising…. :Advertising…. Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertise here!
Slide 8:All marketing activities, other than personal selling, advertising, and public relations is called…. Sales Promotion
Public Relations :Public Relations Any activity designed to create a favorable image toward a business, its products or its policies.
Slide 10:A specific kind of public relations that involves placing positive and newsworthy information about a business, its products, or its policies in the media is called….. Publicity
Publicity :Publicity Advantage…
It is free!
Disadvantage…..
Its contents cannot be controlled by the business
Principal function of publicity… :Principal function of publicity… Building an image
What do they do? :What do they do? Advertising
Creates awareness of a business’s product
Public Relations
Creates a favorable image for the business itself
Sales Promotion
Efforts stimulate sales
Personal Selling
Builds on all of the other efforts by helping customers complete the sale
Marketing Department :Marketing Department Establishes a promotion budget
Allocates resources
Coordinates the campaign
Determines the right promotional mix for the company
Push Policy :Push Policy Promotion policy used only with the next partner in the distribution channel. Manufacturers PUSH
a product to the retailers for sale….
Pull Policy :Pull Policy Promotion policy designed to create consumer interest When a product is consumer driven or PULLED into a store….