Promotional Mix Written by Stacy Orr and Cheryl

Promotional Mix Written by: Stacy Orr and Cheryl Tays GACTAE Resource Network

Objectives Define promotional mix Define and discuss the elements of the promotional mix Review Target Marketing Look at T. V. Commercials and identify their target market

What is Promotion? Promotion - involves all communication activities that inform potential consumers about the existence of goods, services, or ideas and persuades them to buy

Promotional Mix - the most effective combination, or blend, of the marketing communication channels that a business uses to send its messages to consumers.

Advertising - any paid form of non-personal presentation of ideas, goods or services Major Media l l l l Television Direct Mail Outdoor Advertising Directories Radio Newspaper Magazines

Personal Selling - the form of promotion that uses planned, personalized communication in order to influence purchase decisions and to ensure satisfaction.

Publicity - a non-personal form of promotion that is not paid for by the individual or company which receives it. Ex’s: news release, appearance on T. V. Talk shows, mention of charitable activities in print or broadcast media, feature article, press conference

Sales Promotion Sales promotion - promotional activities other than advertising, personal selling, or publicity, which stimulate purchases. Ex’s: Displays, Fashion Shows, Coupons, Free Samples, Contests, Novelty Items, Trade Shows, Demonstrations, Exhibits