Marketing Essentials Chapter 17, Section 17.1, Summaries of Marketing

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Unit 6

Promotion

Chapter 17 Promotional Concepts

and Strategies

Chapter 18 Visual Merchandising

and Display

Chapter 19 Advertising

Chapter 20 Print Advertisements

Chapter 17

Promotional Concepts and

Strategies

• Section 17.1 Promotion and Promotional Mix
• Section 17.2 Types of Promotion

Promotion and Promotional Mix

Objectives  Write a news release  Describe the concept of the promotional mix

Promotion and Promotional Mix

Graphic Organizer

In a chart like this one, take notes about the five elements of the promotional mix and give examples for each.

The Concept of Promotion

A business uses product promotion X to convince prospects to select its products or services instead of a competitor’s.

product promotion

A promotion method businesses use to convince consumers to select its products or services.

The Concept of Promotion

Promotional activities:

• Explain the major features and benefits of a product/service
• Identify where it is sold and advertise sales
• Answer customer questions
• Introduce new offerings

Types of Promotion in the

Promotional Mix

There are five basic categories in the promotional mix:

• Personal selling
• Advertising and direct marketing
• Sales promotion
• Public relations

Types of Promotion in the

Promotional Mix

Personal selling involves direct contact between salespeople and customers. This can take place in the forms of:

• Personal meetings
• Telemarketing
• E-mail contact and other correspondence

Types of Promotion in the Promotional Mix

Direct marketing X is a type of advertising

directed to a targeted group of prospects

rather than to a mass audience. Two forms

are:

• Printed direct mail
• Electronic direct mail

direct marketing

A type of advertising directed to a targeted group of prospects and customers rather than to a mass audience.

Types of Promotion in the Promotional Mix

Sales promotion X represents all marketing activities–other than personal selling, advertising, and public relations–that are used to stimulate purchasing and sales. Its objectives are to:

• Increase sales and inform customers
• Create a positive business or corporate image

sales promotion

All marketing activities–other than personal selling, advertising, and public relations– that are used to stimulate purchasing and sales.

Types of Promotion in the Promotional Mix

A news release X is an announcement that is sent to media outlets. It can be used to announce newsworthy developments, such as news about products, distribution channels, facilities, partners, revenues, employees, and events.

news release

An announcement that is sent by a business or organization to media outlets.

Types of Promotion in the Promotional Mix

Publicity X involves bringing news or newsworthy information about an organization to the public’s attention. This process is also known as placement.

The main function of publicity is to develop a positive perception or awareness of the organization in the marketplace.

publicity

A tactic that public relations professionals use to bring information about an organization to the public’s attention.

The Concept of Promotional Mix

• Public relations helps cultivate a favorable image and brand recognition.
• Sales promotional activities stimulate sales and reinforce advertising.
• Personal selling builds on all of these efforts by completing the sale.

The Concept of Promotional Mix

It is important to consider all aspects of the promotional mix when developing the promotional budget. There is no precise way to measure the exact results of spending promotional dollars.