SPREAD THE WORD NATURE OF THE PROMOTIONAL MIX

SO WHAT? To attract new customers, Katie needs to promote her business. Classified advertisement

PROMOTION’S PURPOSE Tell or Inform Persuade Remind Draft: For Discussion Only PR LAP 1

MARKETING COMMUNICATION CHANNELS Advertising Personal selling Publicity Sales promotion Draft: For Discussion Only PR

PROMOTIONAL MIX The specific combination, or blend, of marketing communication channels that a business

ADVERTISING What is it? How is it used? When does it work best? What

PERSONAL SELLING What is it? What is one of its disadvantages? What are its

PUBLICITY What is it? What are its disadvantages? What are its advantages? What are

SALES PROMOTION What is it? What are some examples of sales promotion? What are

IMPORTANCE OF THE PROMOTIONAL MIX Plays a key role in obtaining customers Enables businesses

FACTORS AFFECTING THE PROMOTIONAL MIX Product being sold Product’s target market Channels of distribution

PRODUCT CONSIDERATIONS Type of product Stage of the product life cycle Draft: For Discussion

TARGET MARKET CONSIDERATIONS Type of customer Number of customers Geographic location of customers Draft:

DISTRIBUTION CHANNEL CONSIDERATIONS Multiple intermediaries Direct to ultimate consumer Promotional strategies Push Pull Draft:

COMPANY CONSIDERATIONS Historical perspective Available funds Competition Draft: For Discussion Only PR LAP 1

MAKE IT PAY! Think of three products: Convenience Shopping Specialty How are they promoted?

THE GRAY ZONE Is it ethical for businesses to track Foursquare users and offer

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SO WHAT? To attract new customers, Katie needs to promote her business. Classified advertisement Newspaper story Door-to-door selling Free products Draft: For Discussion Only PR LAP 1 © 2011, MBA Research and Curriculum Center

PROMOTIONAL MIX The specific combination, or blend, of marketing communication channels that a business uses to send its messages to customers Draft: For Discussion Only PR LAP 1 © 2011, MBA Research and Curriculum Center

ADVERTISING What is it? How is it used? When does it work best? What are its advantages? What are its disadvantages? What are some examples of advertising? Draft: For Discussion Only PR LAP 1 © 2011, MBA Research and Curriculum Center

SALES PROMOTION What is it? What are some examples of sales promotion? What are its advantages? How is it used when promoting to intermediaries? What are its disadvantages? Draft: For Discussion Only PR LAP 1 © 2011, MBA Research and Curriculum Center

IMPORTANCE OF THE PROMOTIONAL MIX Plays a key role in obtaining customers Enables businesses to communicate effectively with customers Drives sales Helps company to reach objectives and goals Draft: For Discussion Only PR LAP 1 © 2011, MBA Research and Curriculum Center

FACTORS AFFECTING THE PROMOTIONAL MIX Product being sold Product’s target market Channels of distribution Product’s company Draft: For Discussion Only PR LAP 1 © 2011, MBA Research and Curriculum Center

MAKE IT PAY! Think of three products: Convenience Shopping Specialty How are they promoted? How are their promotional mixes similar and different? Why? Draft: For Discussion Only PR LAP 1 © 2011, MBA Research and Curriculum Center

THE GRAY ZONE Is it ethical for businesses to track Foursquare users and offer sales promotions via smartphones to everyone who checks in nearby? Should firms target their specials solely at their own customers? Why? Draft: For Discussion Only PR LAP 1 © 2011, MBA Research and Curriculum Center