promotional mix powerpoint.ppt

8/10/2019 Promotional Mix Powerpoint.ppt

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Promotional MixPromotion LAP 1


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Objectives

A. Describe the elements of the

promotional mix.

B. Explain factors affecting the selection

of a promotional mix.


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Objective A

Describe the elements of the

promotional mix.


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Purposes of Promotion

To tell consumers about a companys

Goods

Services

Images

Ideas


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Purposes of Promotion

To persuade consumers to buy


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Promotions Recipe

for Success:Mix various

communication

activities together andserve to potential

customers until desired

outcome is achieved.


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The Top 5Airlines!

Traveler Magazine

FlynnThe bikes

the pros

use.

25% Off

Coupon

Advertising

Personal selling

Publicity Sales promotion

Communication Techniques


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The Combination, or Blend, of Marketing

Communication Channels Is Called the...


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Advertising

Any paid form of nonpersonal presentation of ideas,

images, goods, or services

The most visible element of the promotional mix


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The New Barchetta

Actual cost of advertisement isquite high.

Since many people receive themessage, the per contact cost

is very low.


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GoodsServicesImagesIdeas

The Vet for YourPet

At Techco,

werefriendly to

ourcustomersand the

environment.

Say No to Drugs.Diamonds from

Desmonds

Jewelers are a girls

best friend.


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Advertising

Messages can be delivered by:

Television

Radio

Newspapers

Magazines

Direct mail

Outdoor advertisements Directories

The Internet


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Personal Selling

Determines client needs/wants and responds through

planned, personalized communication that influences

purchase decisions and enhances future business

opportunities

Are you planning

on replacing all

of your computers

at once?

My budget wont

allow me to replace

them all at once,

but I want them to

be compatible.

You might wantto consider leasing

computers. You can

get free service

and upgrade to a

newer model whenever

you want!


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Selling Advantages

Immediate feedback

Flexibility

I like the sound

of this stereo,

but I think its alittle large for

my dorm room.

We do carry a

bookshelf model

with similarsound quality.

Selling Disadvantage

On a per contact basis,selling is the most expensive

form of promotion.


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Publicity

Any nonpersonal presentation of ideas, goods, orservices that is not paid for by the company or

individual which benefits from or is harmed by it

Many consumers pay close attention to publicity. Feel publicity has more credibility because it is not a

commercial message

View publicity as news

Example: Mention of a companys charitable activities

in print or broadcast media


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Ways the Internet Can Be Usedas a Source of Publicity

A company web site can be used to obtain and display

positive feedback.

Tae-Bo has really changed my life. Ive lostweight, toned-up, and feel better than ever.

-Susie Wells, CA


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A businesss goods, services, or web site might be mentioned in an

Internet newsgroup.

OnlineNews.com

Car shopping on the webBuying a car on the web just got

easier! Autobytel.com will help you

get the financing, pick out the model,

color and extras. Then they provide a

quote from a local dealer. All at the

touch of a keypad.


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A company might agree to provide a link to another businesss web

site in exchange for the same consideration.

LINK TO ACME.COMLINK TO ACME.COM


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Sales Promotion

Promotional activities other than advertising, personal

selling, and publicity which stimulate purchases

Sales promotion activities include:

Visual merchandising or displaysCouponsProduct demonstrationsInstant rebatesFree samplesFashion showsContestsNovelty itemsTrade showsExhibits


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Importance

of thePromotional

Mix

Plays a key role in

obtaining and keepingcustomers

Enables businesses to

communicate effectivelywith customers

Informs consumers about

goods/services and

persuades them to buy


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Objective B

Explain factors affecting the

selection of a promotional mix.


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Marketers Try To Create the

Ideal Blend of Promotional

Activities for Their Businesses.

Must decide which methods will

best reach potential customers and

communicate desired message

Advertising

Personalselling

Publicity

Sales

promotion

Hard to determine effectiveness of the

different promotional methods

No magic formula that

marketers use to helpdesign promotional mix


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Factors Affecting the Selection of a

Promotional Mix

Products target

market

Good, service,

image, or idea

Distribution

channels

Products

company

Must be carefully

analyzed before

marketers decide whenand where to invest

promotional funds


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Good, Service, Image, or Idea

Convenience goods Shopping goods

Specialty goods

Type of product


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Product nature

Products which are

high-tech, require

demonstration, are

expensive, or require

installation should bepromoted through

personal selling.This computer is

perfect for you. It

has all the softwarepre-installed and a

left-handed mouse!

Inexpensive and

self-service products

can rely on advertising

and sales promotion.

10% OFFon all small

appliances

HARRYS

HARDWARE


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Introductory

Growth

Maturity

Declining


Stage of life cycle

When you are on-the-go

its Breakfast-To-Go

Each pocket provides

you a delicious

breakfast in just

two minutes!

New andImproved!


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Products Target Market

vs.ConsumerMarket

Industrial

Market

Type of Consumer

Advertising

Sales Promotion

Publicity

Personal Selling

Number of Consumers

Few

Consumers

Many

Consumers

Geographical Location

Close

Together

Spread

Over a

Wide Area


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Distribution Channel

The promotionalmix selection is

affected by thepath that aproduct takes.

INTERMEDIARY BLVD. DIRECT AVE.

Requires personal sellingRequires personal

selling and advertising


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Businesses often rely on previous

use of promotional methods.

Products Company

1960 20001980

Historical Perspective

1970 1990

Think small. Less flower. More power.


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Products Company

Available Funds

Wal-Mart started as one small

store in Arkansas. In Wal-Marts

early years, local newspaperadvertising and personal selling

were all that the small company

could afford.

Today, the Wal-Mart corporation

has increased its promotional mix

to include television, radio,newspapers, special sales bulletins,

and a Wal-Mart web site in order

to promote its national network.

Example:


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Products Company

Tonys Pizza

Kids eat

free!

Anges Pizza

Free kids

meals!

Competing businesses use similar promotional

mixes and tend to follow the leader.

Competition


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MarkED

Acknowledgements

Original DeveloperChristopher C. Burke, MarkED

Version 1.0

Copyright 2000MarkED Resource Center


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Digital-based photography sources:

ADOBE IMAGE LIBRARY;RetailObj. A: #RET_050

Photos copyright Eyewire Inc.833 Fourth Ave. SW, Suite 800 Calgary, AB, Canada

ART EXPLOSION 250,000;Obj. A: #MODEL005

Nova Development Corporation23801 Calabasas Road, Suite 2005Calabasas, CA 91302


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Digital-based photography sources:

PHOTODISC, INC.;Business & Occupations Vol. 7Obj. A: #7067

Photos copyright PhotoDisc, Inc.2013 Fourth Ave., Seattle, WA 98121

T/Maker Company;ClickArtObj. A: #PRFTOT007

Photos copyright T/Maker Company; 1390 Villa Street: Mountain View, CA

94041; tel. (415) 962-0195. Copyright 1994, all rights reserved. ClickArt is aregistered trademark of T/Maker Company. ClickArt Images copyright 1984-1994 by T/Maker Company. All rights reserved.


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Copyright:All photographic digital images on this CD are owned by the

aforementioned photographic resources or their licensors and

are protected by the United States copyright laws, international

treaty provisions, and applicable laws. No title to or intellectualproperty rights to the images on this CD are transferred to you.

These sources retain all rights and are not to be used, digitally

copied, transferred, or manipulated in any way. To do so is a

violation of federal copyright laws.


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