The Promotional Mix Selecting the appropriate ingredients that

The Promotional Mix Selecting the appropriate “ingredients” that will best reach the target market!

What are the Ingredients? The Four Elements of Promotion: q. Personal Selling q. Advertising q. Sales Promotion q. Public Relations

The Promotional Mix may include just one element, or any combination of elements! Example: Business A (PR + Advertising) Business B (Personal Selling) Who chooses the elements? The MARKETER!

Remember… Choosing the proper elements for a promotional mix is critical to the success of the promotion and the business!

AIDA: The Basic Promotional Strategy • The basic promotional strategy is often referred to as AIDA. • These letters stand for each of the four steps in the strategy.

ttention esire ction AID A nterest

Attention • The first step is to attract the customer’s attention. • Marketers can attract attention through words (verbal communication) and through the medium (nonverbal communication).

Attention: Words in Advertising • Techniques: – Intrigue the customer – Offer something free – Say something shocking – Flatter the customer

Attention: Choosing a Medium • A medium is often chosen for its ability to attract attention. • Examples: – Color – Design – Photographs – Illustrations – Motion – Light – Sound

Attention: Visual Merchandising • Visual merchandising is a major way retailers attract attention to their goods and their stores.

Interest • Now that you have the customer’s attention…what is next? • You must activate interest in your product! – Product demos, fashion shows, displays • Promotions do this by providing information.

Creating Interest: The Listerine Example • Gerard Lambert was the head of Listerine’s marketing in the 1920’s. • Bad breath = Social Problem • Lambert launched an advertising campaign that made people aware of the problem of bad breath. • He introduced the term “halitosis”, which means bad breath…but sounds worse! • He emphasized that halitosis leads to social rejection. • The ads made customers desire a solution to the awful problem…which was to buy Listerine!

Desire • Now that the customer knows that he or she has a need, the promotion must create desire & demand. • Sales promotions help increase desire: free samples, coupons, and rebates encourage customers to try a product. • Customers are encouraged to TRY products: dressing rooms, test drives, food samples.

Action • Ultimate goal of promotion: To get the customer to take action…to buy the product! • Words to motivate action are called call to action. – Call now to purchase this item! – Buy now while supply lasts!

AIDA Brochure

Advertising • Advertising is the promotion of a company’s products and services. • Advertising is used to: – Drive Sales – Build Brand Identity – Communicate with Customers

Types of Advertising

Print Advertising • Newspapers • Magazines • Brochures • Fliers DID YOU KNOW? Often the newspapers and the magazines sell the advertising space according to the area occupied by the advertisement, the position of the advertisement (front

Outdoor Advertising • Billboards • Kiosks • Trade Shows • Events DID YOU KNOW? Billboard advertising is very popular, howeverbillboards must be catchy in order to grab the attention of the passers by.

Broadcast Advertising • Television • Radio • Internet DID YOU KNOW? The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the television channel on which the advertisement is going to be broadcasted.

Product Placement • Product or brand is incorporated in: – Movies – TV Shows – Sports

Public Service Announcement • Advertising that makes people aware of socially relevant causes, such as: – Poverty – Literacy – Diseases – Politics

Celebrity Advertising • The use of a public figure’s likeness for the purpose of selling a product or service