Promotional Mix MARKETING 1 Promotional Goals 1 2

Promotional Goals 1. 2. 3. 4. 5. 6. Main Goal is to increase Sales

Promotional Mix 4 Elements of Promotion 1. Advertising 2. Sales Promotion 3. Publicity 4.

1. Advertising A paid form of communication delivered to the consumers by a product

2. Sales Promotions An additional incentive offered for a limited amount of time to

3. Publicity Unpaid media attention, whether negative or positive, about a business and its

4. Personal Selling In person, face-to-face communication between a seller and a customer.

2 Types of Promotions 1. Product Promotion 2. Institutional Promotion

1. Product Promotion Ø Message focuses on specific product Ø Includes long-term product branding

Group Activity 1. Ace / #7 2. 2’s 3. 3’s 4. 4’s 5. 5’s

Promotional Groups 1. 2. 3. 4. 5. 6. Group Activities: Your group has created

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Promotional Mix MARKETING 1

Promotional Goals 1. 2. 3. 4. 5. 6. Main Goal is to increase Sales Increase Customer Usage Maintain Customer Loyalty Build a Fan Base Educate Potential Customers Overcome the resistance of hesitant firsttime buyers PERSUADE*REMIND*INFORM

Promotional Mix 4 Elements of Promotion 1. Advertising 2. Sales Promotion 3. Publicity 4. Personal Selling PERSUADE*REMIND*INFORM

1. Advertising A paid form of communication delivered to the consumers by a product maker or seller.

2. Sales Promotions An additional incentive offered for a limited amount of time to encourage consumers to buy products. Ø Generate Ø Drive Ø Sell initial interest short-term cash flow out excess inventory

3. Publicity Unpaid media attention, whether negative or positive, about a business and its products, services or events.

4. Personal Selling In person, face-to-face communication between a seller and a customer.

2 Types of Promotions 1. Product Promotion 2. Institutional Promotion

1. Product Promotion Ø Message focuses on specific product Ø Includes long-term product branding Ø Short-term sales promotions Ø Goal is to communicate, then reinforce the value of your product

2. Institutional Promotion Ø Used to convey your company’s brand message to target customers Ø Develop a strong reputation / brand Ø Communicate the company the distinct values of

Group Activity 1. Ace / #7 2. 2’s 3. 3’s 4. 4’s 5. 5’s 6. 6’s

Promotional Groups 1. 2. 3. 4. 5. 6. Group Activities: Your group has created a Broadway show about Briar Woods Activities, how will you use the promotional mix to sell tickets and create a buzz Provide 3 examples of products that are best purchased through Personal Selling Provide 3 examples of Publicity occurring within the sports world – can be positive or negative Brainstorm 3 products that you bought within the past year because of a Sales Promotion Advertising for a Movie, discuss ways to advertise to your target market, How would the film producers know if the advertising was effective? Brainstorm a product or service that would benefit from promotion through Twitter